Leveraging artificial intelligence for enhancement of public relations strategies in Nigerian economic recovery in 21st century

Abstract

This study ascertained the public relations and image building as pathways for Independent National Electoral Commission inclusiveness and image recovery in Nigeria. The theoretical framework of the study was drawn from the image restoration theory and agenda setting theory. This study adopted the qualitative research approach and the in-depth (intensive) interview method was employed. The research population consisted of 17 (seventeen) public relations officers and professional experts in the unit of public relations in INEC in Rivers State and public relations experts in the Department of Public Relations and Advertising in University of Port Harcourt. Purposive and snowballing sampling techniques were used to arrive at the study sample. The study adopted thematic method of data analysis to analyse the data gathered from the in-depth interviews. Findings from the study revealed that, the current Public Relations strategies employed by the INEC have been partially effective in addressing negative public perceptions and rebuilding its image, as they have managed to increase transparency and engagement through targeted communication campaigns and stakeholder interactions; however, persistent challenges such as allegations of electoral malpractice and inconsistent messaging. The study concluded that while INEC's current Public Relations strategies have made some progress in mitigating negative public perceptions and enhancing its image, the presence of on-going challenges, such as perceived electoral malpractices and inconsistent messaging, suggests that these strategies have not yet fully achieved their desired impact. The study recommended that, INEC should adopt a more comprehensive and inclusive approach to its Public Relations efforts, focusing on consistent messaging, greater transparency, and expanded outreach to all demographics.