Digital Technology and Public Relations Practice in Nigeria: A Critical Discourse

Abstract

This work critically examined the impact of digital technology on public relations practice in Nigeria. The objectives of the study were to examine the role of digital technology on public relations practice in Nigeria, identify types of digital technology and examine the positive and negative impacts of digital technology on public relations practices. The study made use of qualitative research methods which relied on books, journals, internet sources, review of related literature to critically discourse the impact of digital media on public relation practice. The study which was anchored on uses and gasification theory and technology determinism theory revealed that the advent of digital technology has greatly impacted how public relations has been practised in Nigeria. The study concluded that digital technology has transformed modern life by adding immeasurable benefits to it. The study recommended that to maintain a favourable image in the organization, public relations practitioners should maintain absolute control over this new media technology and continually monitor the web for unwanted online exposure. Furthermore, inadequate and erroneous online information broadcast by disgruntled employees, customers, and stakeholders should be promptly addressed by PR experts in organizations to avoid unfriendly relations with the public.