Perception of Global Public Relations Management: Challenges, Issues, and Implications at UNIUYO and AKSU

Abstract

This study investigates students' perceptions of global public relations (PR) management in Nigeria, focusing on undergraduates from the University of Uyo (UNIUYO) and Akwa Ibom State University (AKSU). The research is anchored on the Excellence Theory, Hofstede's Cultural Dimensions, and the Professional Competence Theory, providing a framework to examine how cultural, ethical, and technological issues shape the reception of global PR in developing contexts. Employing a survey design, a stratified random sample of 380 students was drawn from an estimated population of 20,000. Data were collected through structured questionnaires and analysed using descriptive statistics. Findings indicate that cultural barriers (78%), technological limitations (65%), and ethical dilemmas (59%) significantly influence students' perceptions of global PR. Case studies including Coca-Cola's 'Share a Coke' campaign, Shell's Niger Delta crisis, the 2021 Twitter ban in Nigeria, and MTN's regulatory disputes were used to contextualise findings. The study concludes that global PR strategies must incorporate cultural sensitivity, ethical accountability, and digital adaptability to succeed in the Nigerian context. It recommends integrating global PR case studies into Nigerian higher education curricula to better prepare future practitioners. The study contributes to global PR scholarship by combining international theory with local perspectives, highlighting the implications for policy, practice, and education in emerging markets.