Abstract

This paper examines digitalization, new media, and ethical issues in the practice of public relations in Nigeria. It supports the technological determinism and social responsibility of the press theoretical perspectives and agrees that the digital media and its ancillary technologies have transformed public relations practice in Nigeria today. Drawing resources from extant academic literatures, the study identified some of the popular digital media adopted by organisations for public relations purposes in Nigeria today: corporate websites, chatrooms, emails, electronic press release, video press release, live sessions on social network applications and video conference technologies. Common unethical public relations practices identified and examined in this paper are loss of control of message emanating from organisation, half-truths, astroturfing, poor gatekeeping, pulling down of contents on online pages without explanation and weak media relationship. The study recommends that public relations ethics should be prioritized by organisations and public relations practitioners in this digital era, truthfulness, accuracy, fairness, advocacy, and accountability should be always the standard. The statutory regulatory bodies should also endeavor to review the code of conduct for public relations practice in Nigeria to accommodate the realities of new media age.

Key Words: Digitalization, Ethics, New Media, Public Relations, Social Media

JCMR Journal of Communication and Media Research, Vol. 15, No. 1, April 2023, pp. 94-103.

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the authors

* Gabriel Tivlumun Nyitse, Ph.D. (Corresponding Author), is a Senior Lecturer in the Department of Mass Communication, Bingham University, Karu, Nasarawa State, Nigeria. He is seasoned journalist who worked and attained editorial positions in the National Concord and The Voice, two reputable newspapers in Nigeria before joining the civil service of Benue State where he retired in 2014, after attaining the peak as Permanent Secretary. His research interests include journalism ethics, ICT application in print media operations, media studies and social media dynamics.

** Damilare Joshua Agbele, ORCID: 0000-0002-6065-9347 is a doctoral student in the Department of Mass Communication, Bingham University, Nigeria. He has special interest in Digital Journalism, New Media, Public Relations, and Development communication.

Article Citation

Nyitse, G. T. & Agbele, D. J. (2023). Digitalization, public relations practice and ethics in Nigeria. Journal of Communication and Media Research, 15 (1): 94-103.

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