Public Relations Practices and Institutional Image: An Evaluation of IMT Enugu’s Corporate Communication Strategies

Institutional reputation and public trust in Nigerian polytechnics have come under increasing scrutiny amidst growing competition from universities and private vocational institutions, making effective public relations practice an institutional imperative. This study evaluated the public relations strategies employed by the Institute of Management and Technology (IMT), Enugu, and their impact on the institution's public image among stakeholders. The study was anchored on the Excellence Theory of Public Relations, which emphasises two-way symmetrical communication as the gold standard for organisational-public relationships. A mixed-method approach was adopted, combining a survey of 300 purposively selected students, staff, and alumni with in-depth interviews with four public relations officers of the institution. Findings indicated that IMT Enugu predominantly relied on asymmetric communication models, prioritising press releases, brochures, and institutional events over interactive dialogue with key publics. Alumni and community stakeholders expressed moderate satisfaction with the institution's communication transparency but rated responsiveness to public concerns as below average. The study further found that the absence of a dedicated crisis communication plan significantly undermined institutional image management during periods of student unrest and accreditation challenges. The study concluded that IMT Enugu's public relations framework requires systematic restructuring to align with contemporary two-way communication best practices. It was recommended that the institution establish a fully staffed public relations unit, develop a stakeholder engagement policy, and invest in digital media tools for continuous institutional reputation monitoring.
Keywords: public relations, institutional image, IMT Enugu, corporate communication, excellence theory