NJOMACS

This study examines the public relations (PR) strategies employed by the Independent National Electoral Commission (INEC) in managing the 2023 general elections in Nasarawa State, Nigeria. Anchored in Systems Theory and Grunig and Hunt’s Two-Way Symmetric Communication Model, the study adopted a descriptive survey research design using a census of 320 INEC staff across the state’s 13 Local Government Areas. Data were collected through structured questionnaires and semi-structured interviews and analysed using descriptive statistics and Spearman’s Rank Correlation. The correlation analysis examined the relationship between PR strategy deployment and perceived public trust in INEC, producing a moderate positive relationship (? = 0.54, p < .05). Findings revealed that INEC demonstrated substantial awareness and application of PR strategies, particularly media relations, voter education, and community outreach, which contributed to improved transparency and voter sensitisation. However, the effectiveness of these strategies was constrained by limited digital communication infrastructure, weak stakeholder feedback mechanisms, inconsistent media collaboration, and inadequate funding. The study concludes that although INEC’s PR framework contributed moderately to electoral credibility, communication practices remain insufficiently institutionalised. The study recommends the professionalisation of PR operations, sustained stakeholder engagement, and increased investment in digital communication technologies to strengthen electoral transparency, public trust, and democratic governance in Nigeria.