Online Presence and Media Interactions: A Comparative Study of three Nigerian Universities

The digital age has revolutionized institutional communication, making online presence and media interactions vital tools for universities to engage stakeholders, enhance visibility, and remain competitive. The study compared the online presence and media interactions of three universities in Rivers State, namely, the University of Port Harcourt, Rivers State University, and Pamo University of Medical Science. Using mixed methods, the study examines the platforms employed, the extent of visibility achieved, and the effectiveness of media interactions of these universities. Findings reveal that while Facebook is the most utilized platform across all institutions, usage remains largely limited, inconsistent, and transactional in nature. PAMO exhibits the weakest media presence; RSU shows moderate effort with some presence on Instagram, while UNIPORT demonstrates the most structured approach but suffers from inconsistent engagement. Across board, there is a lack of platform diversification, interactive content, and sustained engagement strategies. The study concludes that a significant gap exists between current practices and the strategic potential of online media relations in higher education. It recommends that the universities adopt dynamic, multi-platform strategies with a focus on creative content development, audience engagement, and digital literacy to optimize their online visibility and institutional reputation.

Keywords: Online Presence, Media Interaction, Social Media, Social Media Platforms, University Publics.