AN ASSESSMENT OF PUBLIC RELATIONS STRATEGIES OF SELECT FIRMS IN UYO

This study which is an Assessment of select public relation consultancy firms in Uyo, examined the credibility of the said consultancy firms in view of the principles governing the practice of Public Relations. The sample used for this study consisted of one hundred (100) public Relations consultants of ten PR consultancy firms and five (5) clients of the PR consultancy firms. The survey method was used for this study. The instruments used for this study was questionnaire and interview and the data were analyzed through the simple percentages method. It was discovered that majority of the Public Relation; consultancy firms in Uyo lack credibility and do no operate in accordance with the ethics of profession; they lack expertise in the practice; they are not overwhelmingly committed to ensuring professionalism since they do not restrict themselves to a particular area of communication and their performance is not well appreciated by many clients. Based on the findings, the following recommendations were made; public Relations consultants who are not members of the public Relations consultancy Association in order to keep abreast with the objective of the profession as they affect the practice of Uyo and subsequent review of such objectives. Consultancy firms should also adopt the appropriate model in solving the problems presented by their clients regarding the practice of Public Relations.