Public Perception of Public Relations Strategies and Corporate Image of Nigeria’s Economic and Financial Crimes Commission (EFCC)
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This study examined public perception of Public Relations (PR) strategies and the corporate image of Nigeria’s Economic and Financial Crimes Commission (EFCC). Guided by Melvin Sharpe’s Behavioural Theory of Public Relations, the study adopted a cross-sectional survey design. Data were collected online from 362 respondents across Nigeria and analysed using frequencies, percentages and mean scores. The findings revealed that social media (M=3.30) and media relations (M=3.21) were the most recognised PR strategies, while grassroots engagement, corporate social responsibility and community outreach received less recognition. Overall awareness of EFCC PR activities was moderate (grand mean=2.58), while perceptions of the Commission’s corporate image were neutral to negative (grand mean=2.56). Respondents also identified substantial challenges to PR effectiveness (grand mean=3.50), including perceived political influence, limited transparency regarding recovered assets, perceived selective justice, human rights concerns and poor responsiveness. The study concludes that although EFCC PR strategies contribute to public awareness, their effectiveness is constrained by credibility gaps and inconsistencies between institutional communication and behaviour. It recommends a shift from predominantly one-way communication towards a participatory, transparent and trust-based two-way symmetrical PR approach to strengthen public confidence and improve the Commission’s corporate image.
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