AN EVALUATIVE STUDY OF PUBLIC RELATIONS' PROMOTION OF NATIONAL VALUES IN NIGERIA

Published November 3, 2025 | Version v1

Journal article Open

The pressing need to rebrand Nigeria's image and the general call for a deliberate change in global narratives and

perceptions about Nigerians, regardless of their location worldwide, necessitated an evaluative study of Public

Relations promotion of national values in Nigeria. The study examines the PR strategies deployed for the promotion

of national values, the effectiveness of the strategies, and the likely campaign strategies that can be deployed for

effective promotion of national values in Nigeria. The study is anchored on the Two-Way Symmetric Model, and a

survey design method was adopted to provide answers to the study’s claims. The findings revealed that limited

campaign strategies were often deployed for public relations promotion of national values in Nigeria. This hindered

the effectiveness of the efforts, which resulted in the demand for the deployment of multiple strategies such as

grassroots participation, stakeholder collaboration, community partnerships, integration with education, public

awareness, community engagement, school programmes, digital platforms, civil society partnership, role modeling,

and influencer partnership, as against “jingle and slogans” commonly used. The study recommends that public

relations practitioners should deploy various public relations strategies practicable for the promotion of national values

and ensure that all public relations strategies deployed for the promotion of national values in Nigeria are effective

through periodic evaluation and feedback, as well as introducing a feasible campaign that will integrate and

accommodate all forms of strategies that can stimulate the promotion of national values in Nigeria.

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