LEVERAGING EFFECTIVE PUBLIC RELATIONS STRATEGIES FOR ENHANCING GOVERNANCE AND SUSTAINABLE DEVELOPMENT IN 21ST-CENTURY NIGERIA

This study examined the role of effective public relations strategies in enhancing governance and promoting sustainable development in Nigeria. The excellence theory of public relations was anchored in this study. This study adopted a qualitative research methodology, specifically the library research method, to explore the role of public relations in enhancing governance and promoting sustainable development in Nigeria. The population of the study comprised academic literature, government reports, policy documents, books, scholarly articles, and reputable media sources that address public relations practices, governance challenges, and sustainable development initiatives in Nigeria. For the sample size, a purposeful sampling technique was used to select a range of relevant sources, including academic books, journal articles, government publications, and case studies that offer insights into public relations strategies and their impact on governance in Nigeria. A total of 30-40 sources were selected, ensuring diversity and relevance to the study’s focus. Data were collected through a systematic review of the selected literature, identifying key themes, patterns, and findings related to the role of public relations in governance. The data were analysed using thematic analysis, allowing for the identification of recurring themes, trends, and insights. The findings revealed that public relations strategies, particularly those based on two-way symmetrical communication, significantly enhance government transparency and accountability by fostering open dialogue between government institutions and citizens, leading to improved public trust. The study concluded that public relations strategies that prioritize two-way symmetrical communication are essential for enhancing government transparency and accountability, as they enable open, honest dialogue between government and citizens, fostering trust and credibility in governance. The study recommended that the Nigerian government should adopt public relations strategies based on two-way communication to enhance transparency and accountability, ensuring regular interaction between government institutions and citizens.