Qualitative Literature Review of Government Public Relations (GPR) Strategies and their Policy Outcomes
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Abstract
Government public relations (GPR) plays an important role in shaping public understanding, participation and acceptance of government policies, yet evidence on how specific communication strategies translate into policy outcomes remains fragmented, particularly in developing contexts. This study systematically reviewed empirical literature on GPR strategies and their documented outcomes, with particular attention to Nigeria and comparable developing countries. A qualitative literature review design was employed, drawing on 11 empirical studies identified from Google Scholar, AJOL, Web of Science and university digital research databases. A structured coding framework was used to map GPR strategies and reported outcomes, while the Theory of Value in Public Relations and Communication Accommodation Theory (CAT) provided the analytical lenses for interpreting the findings. Three dominant approaches emerged: publicity/press agentry, hybrid/digital PR, and participatory/community-centric PR. Publicity-based strategies generated substantial visibility and awareness but showed limited evidence of translating exposure into acceptance or sustained public engagement. Hybrid and digital approaches expanded communication reach and speed but were constrained by inadequate digital capacity, infrastructure, resources, misinformation and predominantly one-way communication. Participatory and community-centric approaches demonstrated stronger evidence of sensitisation, participation and acceptance through dialogue, transparency and grassroots engagement, although they required greater institutional commitment and resources. The study concludes that GPR effectiveness depends less on communication reach alone than on the extent to which communication facilitates reciprocal relationships and citizen engagement. A Goal-Strategy-Outcome Model for Effective Government Public Relations is proposed to guide governments from informing and reaching citizens towards meaningful engagement, policy acceptance and participation.
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