PUBLIC RELATIONS AND SOCIAL MEDIA STRATEGIES FOR WASTE MANAGEMENT CAMPAIGN IN NIGERIA: A STUDY OF NATIONAL ENVIRONMENTAL STANDARDS REGULATORY AND ENFORCEMENT AGENCY (NESREA)

Abstract

The study was conducted to investigate public relations strategies and social media platforms that NESREA could use in the campaign against indiscriminate disposal of waste in Nigeria. The study is underpinned by Two-way Symmetric Model and supported by Technological Determinism Theory and Frank Jefkins’ Transfer Process Model. Library research method was employed. Findings revealed that, converting negative situations to positive situations, two-way communication, media relations, research and data collection were public relations strategies that NESREA could adopt in the campaign against indiscriminate waste disposal in Nigeria. NESREA could convert negative situations to positive situations by adopting the Transfer Process Model. Media relations on the on other hand can get NESREA free and positive coverage.  It was further revealed that, Facebook, WhatsApp, TikTok, Instagram, Snapchat and Twitter(X) are social media platforms that NESREA could use in its waste management efforts. These social media platforms would make it easy for NESREA PR team to share messages with its publics in the form of text, videos and photos.  It was concluded that, in the 21^st century organizations like NESREA cannot make huge impact in her public relations efforts without   embracing the 21^st century media. It was recommended that, NESREA should use and continue to use social media in its   public relations campaign, because the best way to achieve two-way communication is through the use of the social media.