Assessing the Roles of Public Relations in Local Government Administration: a Study of Ikere Local Government, Ikere-Ekiti.

This research examines the role of Public Relations (PR) in promoting transparency, accountability, and civic participation in Ikere Local Government, Nigeria. PR acts as a link between local officials and the community, building trust and understanding through methods such as community outreach, media engagement, and digital interaction. Utilizing Agenda Setting Theory, which addresses how media influences public perception, and Role Theory, which looks at how social roles affect behavior, the study employed surveys and interviews with government officials and residents to collect data. The findings indicate that while PR is essential for fostering transparency and trust, its effectiveness is hampered by issues like inadequate funding, outdated communication tools, and lack of digital training for PR staff. These challenges slow down information sharing and diminish public views on government accountability. Nevertheless, the study reveals that effective PR practices such as public meetings, user-friendly online platforms, and a robust social media presence can enhance transparency and shared responsibility in governance. To boost the impact of PR, the study recommends increasing funding, updating communication tools, providing digital training for PR personnel, and utilizing social media for greater citizen involvement. It also suggests fostering collaboration with community leaders, media outlets, and non-profits to strengthen communication and build trust. Ultimately, the research emphasizes PR's capacity to improve governance by promoting transparency, responsiveness, and sustainable community development.