PUBLIC RELATIONS STRATEGIES AND THE LEGAL PROMOTION OF COOPERATIVE SOCIETIES IN NIGERIA
DOI:
https://doi.org/10.64415/jgpmc.v3i1.89Keywords:
Public Relations Strategies, Legal Promotion, Community Relations, Corporate Image Branding, Digital Media Engagement, Cooperative SocietiesAbstract
This study investigated public relations strategies and the promotion of cooperative societies in Nigeria. Three research objectives were to examine the influence of community relations, corporate image branding, digital and social media engagement in the promotion of cooperative societies in Nigeria. A survey research design was adopted for the study. The population comprised 4,850 registered cooperative societies in Nigeria, from which a sample size of 485 cooperative societies was selected using purposive sampling technique. Data were collected using a structured instrument titled “Public Relations Strategies and Cooperative Promotion Questionnaire (PRSCPQ).” The instrument was validated by experts in Mass Communication and Cooperative Studies from the University of Calabar, and its reliability was established using the Cronbach Alpha method, yielding coefficients ranging from 0.76 to 0.84. Data were analyzed using simple linear regression analysis to test the hypotheses at a 0.05 level of significance. Findings revealed that community relations significantly influence the promotion of cooperative societies in Nigeria, corporate image branding significantly influences the promotion of cooperative societies in Nigeria, and digital and social media engagement significantly plays a role in the promotion of cooperative societies in Nigeria. The study concluded that effective public relations strategies provide valuable pathways for advancing cooperative society promotion in Nigeria. It was recommended that cooperative society management should invest in community engagement programmes, develop strong corporate branding strategies, and leverage digital platforms to enhance visibility, membership growth, and sustainable development of cooperative enterprises in Nigeria.
Keywords: Public Relations Strategies, Legal Promotion, Community Relations, Corporate Image Branding, Digital Media Engagement, Cooperative Societies.
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