Public Relations and Peace Building: A Study of Bayero University Relationship with Host Communities
Keywords:
Bayero University, Host Communities, Peace Building, Public Relation and Relationship
Abstract
The aim of this study is to examine public relations and peacebuilding in Bayero University. The objectives of the study are to identify the community relations activities used by Bayero University, Kano in building peace with host communities; to find out if Bayero University, Kano target communities in their community relations programmes for peace building; to find out host communities’ perceptions of the community relations activities adopted in peace building by Bayero University, Kano; and to determine the level of contribution public relations practice has made towards long term peace building by Bayero University, Kano. The study adopted the theoretical tenets of Excellence Theory. Survey method was employed quantitative approach as a method of data collection. A sample size of 400 respondents was selected for the survey method. Cluster sampling was used for the survey method. Questionnaire was used as instrument of data generation for the survey and structured face-to-face in-depth interview was used for qualitative data. While Statistical Package for Social Sciences (SPSS) software was used to analyse the quantitative data. The study discovered that the community relations activities adopted by Bayero University, Kano are through meeting between community and university management. The study found that the community relations programs adopted by Bayero University, Kano help in resolving conflict in the communities. The study concludes that public relations has long been recognised as an important tool for promoting peace by disseminating messages and information that have the power to influence public opinion.
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References
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Vitalis, P. O., Amadi, R. N., & Whyte, D. H. (2024). Social Construct of Nollywood Films and Ethnocentrism in Southern Nigeria. CINEJ Cinema Journal, 12(2), 152-179.
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Yar’Adua, S. M., & Msughter, A. E. (2023). Peace Journalism and Development: An Appraisal of Boko Haram Insurgency in the North-East of Nigeria.
Yar’Adua, S. M., Msughter, A. E., & Aliyu, M. A. (2023). Original Paper Modernization, Marxist, Dependency and Alternative Theories of Development Communication: A Critical Review.
Yar’Adua, S. M., Msughter, A. E., & Garba, S. (2023). Media and National Development in Democratic Societies. Polit Journal Scientific Journal of Politics, 3(3), 105-115.
Aliyu, H. & Mohammed, S. (2008). Public relations and conflict management. In. Mojaye, E. M Arhagba, E. Soola, E. & Oso, L. (Eds), Media, dialogue, peace buildingand reconciliation: Conference proceedings, 6-8 August, 2008 (pp.588-592). Abraka: ACCE, Delta State University.
Aliyu, M. A., Msughter, A. E., & Nneka, A. Q. (2023). Comparative Study of National Development Plans in Nigeria and India: Media Dimension. SIASAT, 8(4), 202-212.
Aondover, E. M., & Akin-Odukoya, O. (2024). Trends and Dynamics of Popular Culture and Media Messages on Public Transport Literature in Nigeria. Lakhomi Journal Scientific Journal of Culture, 5(3), 183-195.
Aondover, E. M., Daushe, A. U., Ogunbola, O., & Aondover, P. O. (2025). Media Coverage of Internally Displaced Persons in two Selected Newspapers in Nigeria. Journal of Migration and Health, 100301.
Aondover, E. M., Maradun, L. U., & Yar’Adua, S. M. (2022). Mediatization of the net and internetization of the print media in Northern Nigeria. Unisia, 40(2), 335-356.
Aondover, E. M., Okuneye, A. P., & Onyejelem, T. E. (2024). Application of new media in peace building and conflict resolution in Nigeria. Journal of African Conflicts and Peace Studies, 6(1), 8.
Aondover, E. M., Onyejelem, T. E., & Garba, S. (2024). Media Role in Conflict Resolution and Peaceful Coexistence in Indigenous Communities. Journal of African Conflicts and Peace Studies, 6(1), 2.
Aondover, P. O., & Aondover, E. M. (2023). Nollywood Offering and Nigeria People and Culture: Reflections and Projection.
Aondover, P. O., Aondover, E. M., & Babele, A. M. (2022). Two nations, same technology, different outcomes: Analysis of technology application in Africa and America. Journal of Educational Research and Review, 1(1), 001-008.
Garba, S., & Msaughter, A. E. (2023). Newspaper Content Analysis of 2012-2015 Ombaste Ethnic Conflict in Nasarawa State: A Framing Theory Perspective. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 10 (2), 69-77.
Garba, S., & Msughter, A. E. (2023). Beyond the framing process: An X-ray of newspaper reportage of conflicts in Northern Nigeria. Unisia, 41(2).
Grunig, J. E., & Grunig, L. A. (2008). Excellence Theory in public relations: Past, present, and future. In A. Zerfass, B. V. Ruler & K. Sriramesh (Eds.), Publicrelations research: European and international perspectives and innovations (pp. 327-347). Wiesbaden: VS Verlag.
Idris, M. K., & Msughter, A. E. (2022). Sources of Information on National Issues among Border Communities in Yobe State, Nigeria. ASEAN Journal of Community Engagement, 6(1), 22-47.
Igben, H. G. O. (2008). Public relations, issues and conflict management in Nigeria. In Mojaye, E. M Arhagba, E. Soola, E. & Oso, L. (Eds), Media, dialogue, peace buildingand reconciliation: Conference proceedings, 6-8 August, 2008 (pp.602- 610). Abraka: ACCE, Delta State University.
Ishaku, J. (2021). Peace journalism or war journalism? An analysis of newspaper coverage of ethno-religious conflicts in Southern Kaduna, Nigeria (2020-2021). International Journal of Communication Research, 11(4), 295-313.
Maikaba, B., & Msughter, A. E. (2019). Digital Media and Cultural Globalisation: The Fate of African Value System. Humanities and Social Sciences, 12(1), 214-220.
Mojaye, E. M., & Aondover, E. M. (2022). Theoretical perspectives in world information systems: A propositional appraisal of new media-communication imperatives. Journal of Communication and Media Research, 14(1), 100-106.
Msughter, A. E. (2017). Peace Journalism Practice and Development in the Northheast of Nigeria: Focus Group Discussion With Some Members Of NTA Correspondents' Damaturu, Yobe State. Brazilian Journal of African Studies, 2 (4).
Msughter, A. E., Perpetua, A. O., & Itiafa, A. L. (2023). Artificial Intelligence and the Media: Revisiting Digital Dichotomy Theory. In Information Systems Management. IntechOpen.
Okon, P. E., Udoyo, O. E., & Okon, P. E. (2021). Promoting migration communication in Nigeria: Re-strategizing campus radio for discourse inclusiveness. International Journal of Sociology and Anthropology, 13(4), 123-134.
Onyejelem, T. E., Aondover, E. M., Adewale, O. C., Akin-Odukoya, O. O., & Chime-Nganya, C. R. (2025). Global Terrorism and Media Reportage of Boko Haram Cases in the 21st Century. SIASAT, 10(1), 71-83.
Peak, M. (2018). A swamp full of dollars: pipelines and paramilitaries at Nigeria’s oil frontier. Chicago, II: Lawrence Hill Books.
Plowman, K. D., (2008). Power in conflict for public relations. Journal of Public Relations Research, l(2), 17-261.
Sambo, U. (2024). Deradicalisation and Post-Conflict Peacebuilding in Northeast Nigeria: Countering Boko Haram's Extremism. Taylor & Francis.
Uzuegbunam, C. E. & Omenugha, N. (2018). Mainstream media, social media and peace-building in Nigeria: Old challenges, new opportunities? The Nigerian Journal of Communication (TNJC), 15(2), 1-17.
Vitalis, P. O., Amadi, R. N., & Whyte, D. H. (2024). Social Construct of Nollywood Films and Ethnocentrism in Southern Nigeria. CINEJ Cinema Journal, 12(2), 152-179.
Vitalis, P. O., Aondover, E. M., Ogunbola, O., Onyejelem, T. E., & Ridwan, M. (2025). Accessing Digital Divide and Implications in Nigeria: The Media Dimension. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(1), 1-12.
Vitalis, P. O., Aondover, E. M., Ogunbola, O., Onyejelem, T. E., & Ridwan, M. (2025). Accessing Digital Divide and Implications in Nigeria: The Media Dimension. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(1), 1-12.
Yar’Adua, S. M., & Msughter, A. E. (2023). Peace Journalism and Development: An Appraisal of Boko Haram Insurgency in the North-East of Nigeria.
Yar’Adua, S. M., Msughter, A. E., & Aliyu, M. A. (2023). Original Paper Modernization, Marxist, Dependency and Alternative Theories of Development Communication: A Critical Review.
Yar’Adua, S. M., Msughter, A. E., & Garba, S. (2023). Media and National Development in Democratic Societies. Polit Journal Scientific Journal of Politics, 3(3), 105-115.
Published
2025-01-13
How to Cite
Louis Benard. (2025). Public Relations and Peace Building: A Study of Bayero University Relationship with Host Communities. Britain International of Humanities and Social Sciences (BIoHS) Journal, 7(1), 46-58. https://doi.org/10.33258/biohs.v7i1.1240
Section
Articles
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