STRATEGIC SOCIAL MEDIA USE IN PUBLIC RELATIONS AND VOTER ELECTORAL ENGAGEMENT FROM PUBLIC RELATIONS PRACTITIONERS IN SOUTH-EAST NIGERIA

Abstract

This study examined how public relations practitioners in Nigeria's South East geopolitical zone use social media for voter and electoral engagement. It also investigated the electoral public relations strategies employed by these practitioners. A descriptive research design was adopted, and data were collected from a sample of 188 public relations practitioners in the South East of Nigeria. The findings revealed that WhatsApp and Facebook are the two most widely used social media platforms for electoral public relations. The electoral public relations strategies adopted by practitioners include civic education and audience-segmented messaging. The findings further indicated that voter awareness generation was perceived to be highly effective, while efforts to counter misinformation were perceived to be moderately effective. Based on these findings, the study recommends that the Nigerian Institute of Public Relations (NIPR) develop professional conduct guidelines for public relations practitioners during elections. It also recommends that the Independent National Electoral Commission (INEC) partner with fact-checking organizations to combat misinformation during electoral processes. Finally, the study advocates that public relations practitioners in the South East prioritize ethical communication practices, particularly two-way symmetrical communication, rather than relying on influencer-payment models that may undermine public trust.