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ABSTRACT
The research examined the role of organizational public relations as a strategy for building the image of an organization, a study of University of Benin. The study was justified with the use of the Agenda Setting Theory because it appears more effective and accurate especially in gaining how an organization is perceived by the public. Survey research method was employed while respondents were drawn using the simple random sampling method. The data generated were analyzed with the aid of frequency Tables and simple percentages. Findings from the research shows that the Public Relations Campaigns carried out by the University of Benin has nothing to do with its image, and the Universities public relations unit is not effectively carrying out its duties. Majority of the respondents also have never seen any public relations campaigns or activities carried out by the University while the public relations unit is of the opinion that the inadequate funding and insufficient interaction between the management and students are some of the factors that hinders the effectiveness of public relations practice. It is recommended that the University of Benin provide adequate equipment, funding and the management should re-strategize on how to reach out to majority of its publics as that was a major issue the respondents had with the management.
