Moses Orshio Adasu University, Makurdi

Assessment of Public Relations and Power Relations’ Dynamics in Nigeria’s Multicultural Society

Tyotom Keghku, PhD, Anwam Smart Tarnaha & Maha Abdul

Abstract

Nigeria as a multicultural society has diverse cultural values that should be effectively harnessed to the advantage of her citizens. Public relations professionals and those who head or aspire to head the nation must leverage on the diversity to manage the desired changing environment through reputation management, public perception and operate in the public interest to the advantage of stakeholders. Public relations plays an important role in establishing and managing relationships with stakeholders. Relatedly, power relations can occur anywhere and it is a set of actions upon other actions. This implies that in power relations, each party has its objectives; hence it might do whatever it takes to dominate the other party while pursuing its objective. In a multicultural society such as Nigeria, public relations must be sealed up to strive for fairness in the Nigerian project. This study assessed the critical role of public relations in the preceding analysis by encouraging equal rights and opportunities of citizens in all spheres of human endeavours while also highlighting the minority syndrome. The study is anchored on the Advocacy Theory and adopts literature review as methodology where secondary data were used entirely for analysis.

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