THE ROLE OF PUBLIC RELATION IN CRISIS MANAGEMENT (A STUDY OF OWERRI WEST L.G.A)

ABSTRACT This study examined the role of public relations in crisis management, using Owerri West Local Government Area as a case study. The study aimed to determine how public relations helps in managing crises, identifying the causes of crises, evaluating the effectiveness of public relations strategies, and suggesting ways of improving crisis communication in the local government area. A descriptive survey research design was adopted for the study. Data were collected through structured questionnaires administered to local government staff, community leaders, and residents. The data were analyzed using simple percentage and frequency tables. Findings revealed that public relations plays a significant role in crisis management by improving communication, reducing tension, and restoring public confidence. However, challenges such as inadequate funding, poor communication channels, and political interference were identified as major obstacles. The study concluded that effective public relations is essential for managing crises in local government administration. It recommended proper training of public relations officers, improved funding, and the use of modern communication channels.