STAKEHOLDERS' PERCEPTION OF PUBLIC RELATIONS USE IN IMAGE MANAGEMENT OF PEOPLE'S DEMOCRATIC PARTY (PDP) IN NIGERIA

Abstract

This study assessed stakeholders' perception of Public Relations use in the image management of People's Democratic Party (PDP) in Nigeria. The study is anchored on stakeholders' theory. Survey research method was adopted using questionnaire for data collection. Sample size of 484 was statistically determined using Taro Yamane's formula for sample size determination. The study found that planning of political events and campaigns; media planning and campaign and advising party's leaders and hierarchy to implement programmes and policies that benefits both the party, and the publics were the areas in which Public Relations was used by PDP in
image management of the party in Nigeria. The study further found that overwhelming majority had unfavourable disposition about the stakeholders' perception of the use of public relations in the image management of PDP. The study concluded that public relations activities of PDP did not contribute much to overcoming the challenges of unfavourable perception of its stakeholders in image
management of the party. This was because of challenges of restricted budget/inadequate funds, poor appreciation/lack of adequate support from party's hierarchy and no feedback mechanism. The study recommended that PDP should employ trained PR practitioners to handle public relations activities, provide adequate funding and develop feedback mechanisms for efficient management of the
party's image.