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 theIndependent National Electoral Commission’s (INEC) inclusiveness and image recovery inNigeria. The study anchored on the image restoration and agenda-setting theories. This studyadopted a qualitative research approach and the population consisted of 17 public relationsofficers at the INEC in Rivers State and public relations experts in the Department of PublicRelations and Advertising at the University of Port Harcourt. Purposive and snowballingsampling techniques were used to obtain the study samples. The study adopted thematicmethod of data analysis. The findings revealed that the current public relations strategiesemployed by the Independent National Electoral Commission (INEC) have been partiallyeffective in addressing negative public perceptions and rebuilding their image, as they havemanaged to increase transparency and engagement through targeted communicationcampaigns and stakeholder interactions; however, persistent challenges such as allegations ofelectoral malpractice, inconsistent messaging, and limited reach in certain demographicscontinue to undermine the overall effectiveness of these efforts, indicating a need for morecomprehensive and inclusive approaches. The study concluded that while INEC