PUBLIC RELATIONS AND IMAGE BUILDING: PATHWAYS FOR INDEPENDENT NATIONAL ELECTORAL COMMISSION INCLUSIVENESS AND IMAGE RECOVERY IN NIGERIA

Abstract

This study ascertained public relations and image building as pathways for the
Independent National Electoral Commission’s (INEC) inclusiveness and image recovery in
Nigeria. The study anchored on the image restoration and agenda-setting theories. This study
adopted a qualitative research approach and the population consisted of 17 public relations
officers at the INEC in Rivers State and public relations experts in the Department of Public
Relations and Advertising at the University of Port Harcourt. Purposive and snowballing
sampling techniques were used to obtain the study samples. The study adopted thematic
method of data analysis. The findings revealed that the current public relations strategies
employed by the Independent National Electoral Commission (INEC) have been partially
effective in addressing negative public perceptions and rebuilding their 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, inconsistent messaging, and limited reach in certain demographics
continue to undermine the overall effectiveness of these efforts, indicating a need for more
comprehensive and inclusive approaches. The study concluded that while INEC's current
public relations strategies have made some progress in mitigating negative public perceptions
and enhancing their image, the presence of ongoing 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