Navigating Turbulence: Managing the Image of Tertiary Institutions in South-West, Nigeria

Background: Tertiary institutions in Nigeria face numerous challenges that threaten their reputation and long-term sustainability. Objective: This study examined the impact of economic, social and political turbulence on the image of tertiary institutions in south-west Nigeria. Method: A survey research design and in-depth interview were adopted for the study. A total of 250 participants who are experienced in image management strategies within their institutions were purposively selected from the University of Ibadan, University of Lagos, Babcock University, Ilishan-Remo and Afe Babalola University, Ado-Ekiti. Data were collected using questionnaire and interview guide, and analysed using multiple regression and thematic analyses. Result: There was a significant impact of economic, political and social factors on the image of tertiary institutions (F(3, 241) = 3.452, p < .05). Conclusion: Tertiary institutions in South-West Nigeria are finding it difficult to attract the critical resources needed for the long term development and sustainability. This is attributable to a myriad of factors that affect their reputation. Unique Contribution: This work offers fresh insights into how universities’ managements can strategically engage with their stakeholders in times of threatening challenges to maintain positive reputation. Key Recommendation: Institutions should prioritise open and honest communication with stakeholders at all times to mitigate reputation damage.