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Adoption of Public Relations Models in Nigeria Organizations: A Comparative Analysis of Public and Private Sector Practices

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The study is a comparative exploration of Public Relations Models adopted in Nigerian organizations. The papers’ objective focuses on prevalent PR models and factors influencing its adoption in public and private sectors in Nigeria. Following the theoretical approach of communication accommodation theory, PR practitioners evolve their roles and responsibilities to align with organization culture and communication model. Semi-structured interviews were conducted with 22 PR officers purposively selected across private and public entities in Uyo. Interview questions were guided by review of literature and communication accommodation theory to facilitate the interview process. Data from interviews were tape recorded, transcribed, coded, and thematically analyzed using atlas ti 8. Findings indicate that Press Agentry/Publicity Model was prevalent in public organizations, while Symmetrical PR Model was prevalent in private organizations. Further findings showed that bureaucracy influenced the adoption and effectiveness of PR models in public organizations whereas brand positioning influenced adoptions in Private entities. While private organizations embrace flexible two-way symmetrical PR models, public organizations remain constrained by bureaucratic, one-way Press Agentry/Publicity models. This study advocates structural and policy reforms to elevate PR’s strategic role in decision-making and progress beyond mere publicity and reputation management toward meaningful public engagement and excellence in PR practices.
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