NAVIGATING DISRUPTION: PUBLIC RELATIONS AND STRATEGIC COMMUNICATION STRATEGIES AS DRIVERS OF CHANGE IN A RAPIDLY CHANGING WORLD

This study examined the navigating disruption: public relations and strategic communication strategies as drivers of change in a rapidly changing world. The situational crisis communication theory was anchored in this study. The study adopted a case study design and the population of the study comprised 1,250 communication officers, customer relations personnel, and public relations practitioners drawn from selected commercial banks operating in Port Harcourt. The study selected a sample size of 125 respondents, representing 10% of the population, which was adequate for a case study and ensured manageability while retaining diversity of insights. The study employed purposive sampling to deliberately target respondents with professional experience in communication and public relations, ensuring that only knowledgeable participants contribute to the findings. Data were collected through semi-structured interviews, which allows the researcher to obtain both qualitative depth and breadth. The findings revealed that, public relations and strategic communication in the banking sector responded to disruption by adopting adaptive, real-time, and culturally sensitive strategies that sustained customer trust and reduced uncertainty during policy and technological changes. The study concluded that public relations and strategic communication effectively safeguarded trust and reduced uncertainty in the banking sector by applying adaptive, real-time, and culturally sensitive approaches during periods of disruption. The study recommended that Banks and their public relations departments should strengthen real-time and culturally sensitive communication systems to build and maintain customer trust during policy and technological disruptions.