PUBLIC RELATIONS AS SOCIAL MARKETING TOOL FOR CURBING ELECTORAL VIOLENCE AND NEGATIVE IMAGE OF NIGERIA

Abstract

This paper is a critical analysis of public relations as a social marketing tool for checkmating electoral violence and its consequent negative image implications on Nigeria. It is motivated by the incessant cycle of violence that follows almost every general election season in the country. The specific objectives include to ascertain the correlation between pre- and post-election violence, and election rigging on the negative international image of Nigeria; and also the potency of public relations strategies for arresting the negative international image problem. The survey research design was used in the study conducted in Nigeria’s former capital territory, Lagos, the present capital territory, Abuja, and the dominant oil city, PortHarcourt, all representing the three geopolitical areas of the country. A sample size of 399 was determined through Taro Yamane formula from a population of 8,000 foreigners and diplomats in the country. Data were analysed with chi-square and spearman correlation statistical tools. Results indicate a significant correlation between pre- and post-election violence, and election rigging to the negative international image of Nigeria. Again, that public relations strategies would be significantly potent for arresting the country’s negative international image.