Exploring the Integrative-Relational Approach to the Practice of Governmental Public Relations in Nigeria

The underutilisation of the basic tenets of governmental public relations in driving governance has led to the increasing erosion of public confidence in government and its institutions. In effect, it has undermined the capacity of governments at all levels to mobilise citizens across different fault lines on issues of national consensus. The deepening ethno-religious divide in Nigeria, is one that should be of concern to everyone, but more importantly for the PR professionals who work for government because it challenges their roles as boundary spanners and members of the dominant coalition. The 21st century leadership role of public relations, particularly in facilitating seamless government-citizenship engagements requires that practitioners adopt an integrative-relational approach; one that provides an inclusive platform for both state and non-state actors to actively engage with their stakeholders. The position of this paper is that given the challenge of governance in Nigeria, PR professionals who work for government should demonstrate attributes such as leadership, smart and innovative thinking, uncommon courage, technical competence, futuristic, out-of-the-box strategy, exit advocacy option, and deployment of influence resources. These qualities are necessary in providing an integrative-relational dimension that would give meaning to the practice of governmental public relations in Nigeria.