Assessment of APC and PDP’s Public Relations Strategies in the 2023 Nasarawa-Benue Governorship Election Campaigns in Nigeria

Abstract

This study investigates the public relations (PR) strategies employed by the All Progressives Congress (APC) and Peoples Democratic Party (PDP) during the 2023 governorship election campaigns in Nasarawa and Benue States, Nigeria. Using a mixed-methods approach, including a survey of 382 voters and interviews with professionals, the study examines PR strategy deployment, adaptation to socio-political and economic contexts, and influence on candidate perception. Findings reveal both parties prioritised social media and television/radio ads, with the APC emphasising rallies and the PDP focusing on canvassing. The APC adapted better to Benue's insecurity, while the PDP addressed Nasarawa's ethnic diversity. The APC's strategies yielded stronger positive voter perceptions, contributing to electoral success. Grounded in Excellence Theory, the study highlights the role of context-specific PR in voter engagement. Recommendations include enhancing rural outreach for the APC, bolstering digital engagement for the PDP, and countering misinformation for both. The study enriches political communication literature by comparing state-level PR strategies in Nigeria's evolving democracy, suggesting future research into digital platform impacts.