A review of digital public relations on stakeholder engagement: Evidence from a telecommunications company in Kaduna, Nigeria
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- NGN 5000
Background of the study
Digital public relations (PR) have emerged as a vital tool for enhancing stakeholder engagement, particularly in sectors where communication is key to building trust and loyalty. In Kaduna, telecommunications companies are leveraging digital PR strategies—such as social media management, online press releases, and interactive webinars—to engage with customers, investors, and regulatory bodies (Okeke, 2023). These digital initiatives facilitate real-time communication, enabling companies to quickly address concerns and maintain a positive brand image. Research indicates that effective digital PR can significantly improve stakeholder engagement by providing transparent and timely information (Adenuga, 2024). However, challenges such as digital noise, misinformation, and inconsistent messaging may impede engagement efforts. This study reviews digital PR practices employed by a telecommunications company in Kaduna, analyzing metrics such as online engagement, sentiment analysis, and stakeholder feedback. The goal is to identify best practices and offer recommendations for optimizing digital PR strategies to foster robust stakeholder relationships and improve overall corporate reputation (Ibrahim, 2025).
Statement of the problem
Telecommunications companies in Kaduna face difficulties in achieving effective stakeholder engagement through digital PR due to inconsistent messaging and digital overload (Chinwe, 2023). Ineffective use of digital channels often results in weak stakeholder relationships and reduced trust. The absence of a cohesive strategy for digital PR hampers efforts to connect with diverse stakeholder groups, leading to suboptimal engagement outcomes.
Objectives of the Study:
To review digital PR strategies and their impact on stakeholder engagement.
To identify challenges in implementing effective digital PR.
To propose recommendations for optimizing digital PR practices.
Research Questions:
How does digital PR influence stakeholder engagement?
What challenges hinder effective digital communication?
Which strategies can optimize digital PR for improved engagement?
Significance of the study (100 words):
This study is significant as it reviews digital public relations strategies and their effect on stakeholder engagement for a telecommunications company in Kaduna. The findings will provide actionable recommendations for enhancing digital communication practices, thereby strengthening stakeholder relationships and corporate reputation. The research contributes to academic literature on digital PR and offers practical insights for improving engagement in competitive markets.
Scope and Limitations of the Study:
This study is limited to examining digital PR strategies and their impact on stakeholder engagement for a telecommunications company in Kaduna. It does not extend to other sectors or regions, and findings are subject to local digital media trends.
Definitions of Terms:
Digital Public Relations: The use of online platforms to manage an organization’s public image.
Stakeholder Engagement: The active involvement of stakeholders in corporate communications.
Telecommunications Company: A business providing telecommunication services.
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