Assessment of Public Relations Strategies Employed by All Progressive Congress During the 2023 Presidential Campaign in FCT, Abuja

Abstract

Widespread distrust in Nigerian politics, combined with cultural diversity and misinformation, poses serious challenges for political communication. This study examines how the All Progressives Congress (APC) used public relations (PR) strategies during the 2023 presidential campaign in Abuja to address these issues. Using a quantitative survey methods, data were gathered from 400 respondents—including APC staff, volunteers, and residents across Abuja’s six area councils. The findings show that the APC relied heavily on digital media, grassroots mobilisation, and public rallies to shape public perception and engage voters. Crisis communication was also used to manage controversies and protect the party’s image. However, problems such as internal party conflict, cultural and religious divides, poor digital infrastructure, and misinformation weakened the impact of these strategies. While the campaign's PR efforts were largely effective, especially in line with the Elaboration Likelihood Model and Social Identity Theory, gaps in transparency and responsiveness remain. The study recommends stronger digital infrastructure, better internal coordination, and culturally inclusive messaging to improve future campaign strategies in Nigeria’s fragmented political environment.