Public Relations Alignment with Host Community Expectations in Employment: Evidence from Akwa Ibom State University, Obio Akpa Campus

Abstract

Public relations (PR) strategies play a critical role in managing conflicts between universities and their host communities, particularly during employment-related crises. This study examined the extent to which the PR strategies of Akwa Ibom State University (AKSU), Obio Akpa Campus, align with the needs, interests, and expectations of the host community in conflicts arising from the nonemployment of community indigenes. Anchored in Excellence Theory and Stakeholder Theory, the study adopted a mixed-methods research design. A sample of 322 respondents was drawn from the Obio Akpa host community using Philip Meyer’s sampling formula. Data were collected through structured questionnaires and in-depth interviews and analysed using descriptive statistics and thematic analysis. Findings reveal a marked misalignment between institutional PR strategies and host community expectations, particularly in areas of transparency, inclusiveness, and feedback Key challenges undermining effective PR implementation include poor communication, trust deficits, political interference, and limited stakeholder participation. The study concludes that without deliberate alignment of PR strategies with host community expectations, employment-related conflicts are likely to persist. It recommends participatory communication frameworks, enhanced policy transparency, and sustained dialogue as pathways to sustainable conflict resolution.