IDENTIFYING AND MANAGING KEY PUBLICS IN NIGERIA'S OIL AND GAS INDUSTRY: A STUDY OF PUBLIC RELATIONS STRATEGIES FOR CRISIS COMMUNICATION AND REPUTATION MANAGEMENT

Abstract

The oil and gas industry in Nigeria operates within a complex stakeholder environment that frequently exposes organizations to crises capable of affecting operational stability and corporate reputation. This study examined the role of public relations strategies in identifying and managing key publics in Nigeria’s oil and gas industry, with a focus on crisis communication and reputation management. The study adopted a descriptive survey research design and utilized a structured questionnaire to collect data from 150 respondents comprising public relations professionals and representatives of key industry stakeholders. Data were analyzed using descriptive statistical techniques including frequencies and percentages. The findings revealed that public relations units within the industry actively employ strategies such as stakeholder mapping, stakeholder analysis, and monitoring of stakeholder activities to identify key publics. The results further indicated that regular stakeholder engagement and continuous communication with labour unions, petroleum marketers, and transport associations play a significant role in preventing and managing industry crises. The study also found that public relations strategies such as timely communication, transparent information sharing, and effective media relations help organizations maintain positive reputations during crises. In addition, proactive communication was found to strengthen trust and cooperation between NNPC and its stakeholders. The study concludes that effective identification and management of key publics through strategic public relations practices are essential for crisis prevention, reputation management, and sustainable operations in Nigeria’s oil and gas industry. The study therefore recommends improved stakeholder identification processes, regular stakeholder engagement platforms, proactive communication strategies, and the development of comprehensive crisis communication plans within the sector.