International Public Relations Practice in Nigeria: Trends, Challenges and Emerged Paradigms

This study looks at the patterns, difficulties, and new paradigms in Nigerian international public relations practice. The country's public relations sector has grown and changed dramatically in recent years due to factors including digitalization, globalisation, and the rising need for strategic communication. However, there are several obstacles that Nigerian public relations professionals must overcome, including as linguistic and cultural limitations, unstable political environments, and scarce resources. New concepts, such as digitalization, globalisation, professionalisation, sustainability, crisis communication, relationship management, strategic communication, and corporate social responsibility, have emerged in worldwide public relations practice in Nigeria despite these obstacles. These paradigms show how public relations is a dynamic field in Nigeria and how practitioners must change with the times. The results show that public relations professionals in Nigeria are progressively embracing digital technology, communicating globally, and placing a high value on social responsibility and sustainability. They still have a lot of obstacles to overcome, though, such as a lack of professional training, insufficient resources, and a poor grasp of global public relations best practices. The study comes to the conclusion that new paradigms and trends are driving the rapid evolution of international public relations practice in Nigeria. Nigerian public relations professionals need to embrace digitization, prioritise sustainability and social responsibility, and build strategic communication abilities in order to stay relevant. The study contributes to the growing body of knowledge on international public relations practice in Nigeria and provides insights for practitioners, scholars, and policymakers.