The Use of Public Relations in Political Campaigns in Nigeria

Heavens Ugochukwu Obasi and Emenike Ikedichi Ubani
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Heavens Ugochukwu Obasi: Department of Mass Communication, Abia State University, Uturu, Abia State, Nigeria
Emenike Ikedichi Ubani: Department of Mass Communication, Abia State University, Uturu, Abia State, Nigeria

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 7, 1134-1140

Abstract: Public relations (PR) play an essential role in political campaigns in Nigeria. This study examines the use of public relations in political campaigns in Nigeria and its impact on political communication. Political campaigns in Nigeria have evolved from door-to-door meetings and rallies to sophisticated campaigns that use public relations techniques such as media relations, social media, public speaking and other related tactics. Public relations strategies used in political campaigns in Nigeria include agenda setting, issue creation, image building and crisis management. Political campaigns also use media gatekeepers to influence news production and build a positive public image. This study highlights the positive and negative impacts of PR on political campaigns in Nigeria, including increased voter turnout, use of propaganda, polarization and political violence. The methodology that will used to achieve this objective, qualitative research design will be employed. Qualitative research methods are useful in exploring complex phenomena, understanding social processes, and generating in-depth accounts of experiences, attitudes, and behaviors. The study concluded that while public relations is critical to the success of political campaigns in Nigeria, it must be used ethically and responsibly. In addition, political campaigns must be open and fair and must not use propaganda, polarization or violence to gain political power. Finally, five recommendation was suggested.

Date: 2024
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