Glocalization as a Framework for Public Relations Practice in Nigeria
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Abstract
This paper argues that glocalization provides the most appropriate framework for public relations practice in Nigeria in an era characterized by globalization, digital communication, and increasing cultural diversity. The paper is premised on the contention that the continued reliance on universalized and predominantly Western public relations models is inadequate for addressing the communication realities of Nigeria’s multicultural society. Drawing on scholarly literature and theoretical insights from Glocalization Theory and the Two-Way Symmetric Model, the paper advances the argument that effective public relations require the strategic integration of global communication standards with local cultural values, identities, and stakeholder expectations. Through a qualitative documentary approach, the study critically examines existing debates on glocalization, digital communication, stakeholder engagement, national image management, ethics, and misinformation. The paper maintains that public relations effectiveness is enhanced when communication strategies are culturally relevant, participatory, and responsive to local realities. It concludes that a glocalized approach offers a more sustainable pathway for building trust, strengthening stakeholder relationships, enhancing organizational legitimacy, and promoting effective public relations practice in Nigeria.
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