Abstract
This dissertation, submitted to the University of Westminster London in 2010 by Yushau A. Shuaib, investigates the perception and adoption of online public relations (PR) in Nigeria and examines whether the country risks lagging in the ongoing global online revolution. It explores how Nigerian PR practitioners have responded to the rise of the Internet and emerging digital communication technologies.
Using a combination of qualitative and quantitative research methods, including expert interviews and stakeholder questionnaires, the study evaluates the extent to which new media tools are understood, accepted, and integrated into PR practice in Nigeria. It further identifies key infrastructural, cultural, and socio-economic factors inhibiting the effective utilisation of online PR.
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The findings reveal that while traditional PR remains dominant, there is growing recognition of online PR as a vital tool for enhancing communication and public engagement. The study highlights significant barriers to full adoptionsuch as limited access to infrastructure, inadequate training, and digital illiteracyyet acknowledges the increasing awareness of online platforms potential.
Recommendations emphasise a collaborative approach among government bodies, academia, professional organisations, and practitioners to enhance capacity building and embrace the convergence of offline and online PR strategies for more effective communication in Nigeria.
Click on the link to read:Online PR Thesis Submitted by Yushau A. Shuaib August 2010
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