Public Relations and Nation Branding in Nigeria: An Examination of Image Laundarying Narratives and Foreing Lobbying (1999 - 2026)
Résumé
Public relations practice in Africa is often guided by western models that fail to account for cultural and institutional realities. This study comparatively examined strategic public relations practices in Nigeria and Ghana through the lens of TDC Model: Transparency, Data-Driven Communication, and Cultural Adaptation. Using an explanatory sequential mixed-methods design, data were collected from 300 public relations professionals, 150 from Nigeria and 150 from Ghana, and 12 in-depth interviews. Stratified random sampling was used across 3 regions in each country.Quantitative data were analyzed using SPSS v28 through descriptive statistics, T-Test, Correlation, and Multiple Regression. Qualitative data were analyzed thematically using NVivo 14. Findings revealed that transparency, data-driven communication, and cultural adaptation significantly predict stakeholder trust. Ghana scored significantly higher on trust, transparency, and data-use, while Nigeria scored significantly higher on cultural adaptation. Qualitative findings explained that Ghana’s advantage stems from higher institutional trust and media fact-checking, while Nigeria’s stems from stronger reliance on traditional gatekeepers and multi-language engagement.The study concluded that the TDC Model is valid in both countries but requires different weightings. It recommended country-specific PR strategies and the adoption of the TDC framework by NIPR Nigeria and IPR Ghana. This study contributes to PR theory by providing empirically tested comparative model for West Africa.
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