A LITERATURE REVIEW OF PUBLIC RELATIONS RESEARCH IN NIGERIA

Authors: Akintola Oluwalayomi Iyinoluwa, Omipidan Ismail & Ifeduba Emmanuel

ABSTRACT

Public relations is crucial in Nigeria, where businesses, government agencies, and people all rely on successful stakeholder communication. Public relations is an important field that creates two-way communication to find points of agreement and understanding. The study sought to find out the main research areas that public relations have been studied in Nigeria, and to also find out the theories, models, and methods that have been adopted to examine public relations practice in Nigeria. The study was conducted using secondary data. This literature review examined the key trends, practices, methods, theories, and primary areas used to study Nigeria’s public relations. It also examined the current state of public relations, focusing on key themes such as reputation management, crisis communication, and strategies used in public relations. The study discovered that the theory that was adopted mostly by the researchers as found in the selected articles was the system theory and excellence theory. The study also noted that the method mostly employed by the researchers was the use of survey and desk research. The study, therefore, suggested that steps should be taken by relevant stakeholders to improve public relations, increase public awareness of the value of moral and effective communication, and give practitioners more chances to advance their careers.

Keywords: Public relations, Nigeria, Stakeholders, Methods, Theories.

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