Communicating for Legitimacy: An Analysis of Public Relation Paradigm, Trust and Institutional Performance among Selected Public Organizations in Nigeria
คำสำคัญ:
Public Relations, Trust, Leadership Style, Organizational Performance, Oyo State, Nigeriaบทคัดย่อ
The focus of this study was to examine the public relations management practices in selected public organizations in in Nigeria, with a focus on the role of public relations (PR) practices, strategies, and their influence on public trust and organizational performance. Anchored on Excellence Theory and Relationship Management Theory, the study has conceptualized PR as a communicative governance mechanism central to legitimacy, accountability, and citizen engagement. A descriptive survey design was utilised to collect quantitative data from 150 purposively selected respondents across ten public organisations with established PR units. Instruments for data collection included a structured questionnaire, and responses were analysed using descriptive statistics, Pearson's correlation, exploratory factor analysis, and structural equation modelling via SPSS. The findings revealed that public organizations rely heavily on press releases and social media platforms as dominant PR tools, while community outreach and crisis communication were inconsistently applied. PR strategies were found to align with organizational goals and enhance public image, yet were undermined by weak monitoring, underfunding, and political interference. The study further established that timely responses, transparency, and honest crisis communication significantly enhance public trust, although inclusiveness, particularly towards marginalized groups, remained limited.
The study concluded that that the institutionalization of PR as a strategic function of governance, underpinned by ethical leadership, requisite resources, and evaluation of performance, can improve the indices of trusts, transparency, and efficiency in the public sector. It recommended that public organizations should strengthen crisis communication and community engagement, and improve inclusiveness in PR practices. The research contributes to the global discourse on communication governance by bridging the Western theoretical model and African empirical realities, offering evidence-based policy insights for strengthening institutional legitimacy and citizen-centered administration.
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