AKSU Journal of Communication Research (AJCR)

ASSESSMENT OF PUBLIC RELATIONS STRATEGIES OF THE ARMED FORCES IN THE MANAGEMENT OF INFORMATION ON INSURGENCY IN THE NORTH-EAST NIGERIA

Author:  AYI AYI BASSEY, DR. TSEGYU SANTAS aND PROF. TM AKASE

Abstract
This study examines how the Armed Forces of Nigeria (AFN) use public relations strategies to manage information about insurgency in the North-East. With insurgency posing a major security challenge, effective communication by the military has become crucial in shaping public perception, building trust, and countering misinformation. The study focuses on the period from 2015, when Operation HADIN KAI was launched in Borno and Yobe States. It is anchored on Relative Deprivation Theory, the Relationship Management Theory, and the Public Relations Transfer Model. A survey research design was used and a sample size of 200 respondents was selected for administration of the questionnaire instrument 195 questionnaires were administered and fully returned, while in-depth interviews were conducted with officers in the military's public relations departments. The findings show that the AFN actively engages in media relations through press releases, television and radio briefings, and other traditional forms of communication. While these efforts have had a positive impact, gaps remain. The military's engagement with youths via social media is limited, and community-level outreach has not been consistent. Respondents noted that these gaps affect the effectiveness of information sharing and trust-building, especially in rural areas. Challenges identified include poor internet access, low local trust, and insufficient non-kinetic strategies. The study recommends strengthening of digital communication, improving of community engagement, and training of officers in modern public relations practices.