CRISIS MANAGEMENT IN NIGERIA’S ELECTORAL PROCESSES: THE ROLE OF PUBLIC RELATIONS IN BUILDING TRUST AND STABILITY

Abstract

This study evaluated the public relations and crisis management in Nigeria’s electoral processes. The theoretical framework of the study was drawn from the Situational Crisis Communication Theory (SCCT. The research design was descriptive and the population for the study consisted of public relations professionals, electoral officers, journalists, political analysts, and representatives from relevant governmental and non-governmental organisations involved in Nigerian elections. The sample size for this study was 20 participants, selected through purposive sampling. Data were collected using in-depth semi-structured interviews and the interviews was conducted face-to-face or virtually, depending on the participants’ availability, and was audio-recorded with consent. Data analysis was carried out through thematic analysis, where responses were coded into emerging themes related to crisis communication strategies, media roles, and the challenges faced in managing electoral crises. Findings revealed that public relations plays a vital role in managing electoral crises in Nigeria by maintaining transparency, rebuilding public trust, and providing timely, accurate information to the public. The study concluded that the public relations plays an essential role in managing electoral crises in Nigeria, primarily by ensuring transparency, restoring public trust, and facilitating effective communication between stakeholders. The study recommended that Electoral bodies and political entities should invest in strengthening their public relations strategies by establishing dedicated PR teams and communication systems to manage crises effectively and build public trust.