MEDIA LIAISON: AN ASSESSMENT OF PRESS UNITS PERFORMANCE IN RIVERS STATE- BASED UNIVERSITIES

Abstract

University information units play a crucial role in bridging the gap between academic institutionsand the media, ensuring that accurate and timely information flows between journalists and the public. This study dives into the dynamics of media liaison and information sharing within journalism; focusing on the information units of select universities in Rivers State, Nigeria. The goals were to explore the structure of media liaison, evaluate how effectively information is disseminated, and pinpoint the challenges faced in communication between university information units and journalists. Grounded in agenda-setting theory and the two-way symmetrical model of Public Relations, the study utilized a descriptive survey design. Data were gathered from journalists based in Rivers State and officials from university media units. To collect these data, structured questionnaires and interview guides were employed. For analysis, simple percentages, weighted means, and thematic templates were used. The findings revealed that while university information units have formal media liaison structures, they often struggle with internal bureaucracy. Their interactions with journalists tend to be reactive, primarily happening during institutional events or crises. Although social media has enhanced the speed and reach of information sharing, issues like bureaucratic delays, insufficient funding, limited professional training, and restricted access to information still hinder effective communication. The study concludes that improving media liaison practices is vital for boosting institutional transparency, enhancing journalist satisfaction, and fostering credible journalism. Recommendations include granting more operational autonomy to information units, implementing regular media engagement strategies, investing in capacity-building initiatives, and increasing funding for digital communication tools.