STRENGTHENING DIGITAL PUBLIC RELATIONS AS A SOLUTION TO DYSFUNCTIONAL POLICY AND REGULATORY FRAMEWORKS

This study assessed the strengthening digital public relations as a solution to dysfunctional policy and regulatory frameworks. The excellence theory was anchored in this study. This study adopted the pragmatism research philosophy. The population of the study comprised 1, 250 staff across selected public regulatory institutions in Nigeria, including the Federal Ministry of Information and National Orientation, National Broadcasting Commission (NBC), Corporate Affairs Commission (CAC) and National Agency for Food and Drug Administration and Control (NAFDAC). A sample size of 303 respondents was determined using Taro Yamane’s formula for sample determination. A multi-stage sampling technique was used. Data were collected using structured questionnaires for the quantitative aspect and semi-structured interviews. The quantitative data were analyzed using descriptive statistics and regression analysis, while the qualitative data were analyzed thematically to provide deeper insights and validate quantitative findings. The findings revealed that public institutions used digital public relations only to a moderate extent in policy communication. This was reflected in the quantitative results with mean scores ranging from 2.57 to 2.82, while qualitative interviews revealed that most institutions relied on digital platforms irregularly and primarily for information dissemination rather than strategic engagement. The study concluded that while digital public relations tools are available in public institutions, their application remains largely unstructured and reactive, demonstrating the need for a more strategic and integrated approach to policy communication. The study recommended that the Federal Ministry of Information and National Orientation, along with public institutions, should adopt a strategic framework for integrating digital public relations into policy communication to ensure consistent and interactive citizen engagement.