Celebrity Public Relations: Managing the Image and Reputation of David Adeleke (Davido)

The aim of this study was to: highlight the relevance of Public Relations (PR) in managing the image and reputation of public figures, using famous Afrobeats musician, David Adeleke (Davido), as a case study. The study used the Image Restoration and Agenda Setting theories for its theoretical framework. It utilised a mixed-method approach and purposive sampling technique, to content analyse 714 social media posts from Davido’s handles on X, Instagram, and Facebook, and conducted 3 focus group discussions with 15 of Davido’s fans. The findings revealed that Davido’s PR strategies include consistent audience engagement, philanthropy, and brand collaborations, which have been effective in maintaining a positive public image. However, challenges such as the spread of misinformation, negative media coverage, and public scrutiny on social media platforms remain significant obstacles. The study concluded that PR is a vital tool for public figures in navigating the complex media landscape for maintaining their public personas. The study, therefore, recommended, among other things, that, effective PR strategies, when complemented with proactive crisis management and transparent communication, can enhance a celebrity’s image and reputation; public figures like Davido should leverage social media analytics to anticipate potential crises and invest in professional PR teams for sustained image management. This research contributes to the body of knowledge on celebrity PR by providing a detailed analysis of social media’s role in shaping public perceptions, and recommending best practices for managing celebrities’ reputation in the digital age.