PUBLIC RELATIONS, CONSUMER RIGHTS, AND PUBLIC POLICY: EXAMINING STRATEGIC COMMUNICATION IN ADDRESSING CONSUMER ISSUES, PROMOTING RESPONSIBILITIES, AND INFLUENCING POLICY OUTCOMES IN EDO STATE, NIGERIA

This study examined the role of public relations and strategic communication in addressing consumer issues, promoting consumer responsibilities, and influencing public policy outcomes in Edo State, Nigeria. Adopting a survey research design, the study focused on 67 public relations practitioners working in governmental agencies, consumer protection organizations, corporate institutions, and non-governmental organizations. Respondents were drawn from Akoko-Edo Local Government Area, with Igarra and Ikpeshi communities purposively selected. Data were collected using a structured questionnaire based on a 5-point Likert scale and analyzed using frequency and percentage distributions. The study included findings that public relations plays a critical role in creating awareness of consumer rights, promoting responsible consumer behaviour, and shaping consumer-related public policies. Results further revealed that strategic communication significantly influences policy formulation and implementation through advocacy, stakeholder engagement, and agenda-building processes. However, the study also identified challenges such as limited institutional support and low consumer literacy, alongside opportunities provided by digital media platforms. The study recommended that public and private organizations strengthen strategic communication frameworks, invest in sustained consumer education campaigns, and enhance collaboration between policymakers and public relations practitioners to improve consumer protection and policy effectiveness in Edo State