Al-Hikmah University Journal

This study investigates use and adoption of social media among public relations practitioners

in the Nigeria context. The objectives of the study include to understand factors which

influence use of social media as well as to identify benefits accrued from the adoption of these

platforms among public relations professionals. Using Unified Theory of Acceptance and

Use of Technology (UTAUT), the paper provides evidence on the relevance and application of

the theory in explaining the adoption of social media among public relations practitioners in

Lagos State, Nigeria. Through in-depth interview, eight members of the Public Relations

Consultants Association of Nigeria (PRCAN) were interviewed for the study. The data were

analysed using thematic analysis. Findings show that public relations professionals in the

study use social media such as Facebook, Twitter, YouTube, LinkedIn, among others to

promote their clients by establishing and maintaining effective engagements with their

clients’ publics. The results also identify gratifications such as instantaneous feedback,

monitoring, wide reach and constant engagement by public relations practitioners. It is,

therefore, recommended that public relations practitioners should always avail themselves

with information and communication technology capable of enhancing their engagements

with different publics while future study should also focus on the degree to which public

perceptions are influenced based on social media contents of an organisation.