NJOMACS

This study examines the role and position of the Directorate of Information and University Relations (DIUR) at the University of Abuja in reputation and identity management, focusing on its integration within the university's management structure. Findings reveal that while DIUR performs key advisory and communication roles, its non-involvement in the decision-making processes is inconsistent with global best practices that position public relations as a core management function. The study also evaluates DIUR's PR strategies, such as social media, media relations, and crisis communication, and identifies significant challenges, including delays in communication, inadequate resources, and insufficient staff training. Recommendations include granting DIUR representation on the university's management board, improving resource allocation, and investing in staff development to optimise its effectiveness. Future research should explore PR functions across other universities in Nigeria especially in the North Central to provide a broader understanding of the challenges and opportunities in higher education public relations practice.