International Journal of Sub-Saharan African Research (IJSSAR)

Background: The growth and influence of Pentecostal churches in Nigeria, particularly in Rivers and Bayelsa States, underscore the importance of effective public relations practices. These churches face challenges in managing their image, communicating with diverse publics, and addressing misconceptions, highlighting the need for strategic public relations approaches.
Objective: This study appraised the public relations practices of select Pentecostal churches (The Redeemed Christian Church of God and Salvation Ministries) in Rivers and Bayelsa States, Nigeria, focusing on techniques, patterns, and gratifications.
Method: Anchored on Excellence, Social Exchange, and Relationship Management theories, the study employed a survey method. A sample of 400 was drawn from a population of 7,385,734 using Taro Yamane's formula. Data were collected using structured questionnaire and analysed using descriptive statistics and Yin's Explanation Building Technique.
Result: Findings show that the churches adopted a multifaceted approach, with gratifications hinged on increased membership and widespread evangelism which yielded significant benefits, including increased membership, positive feedback, and a sustained membership base.
Conclusion: Pentecostal churches in the South-South region of Nigeria prioritise public relations, establishing dedicated full-time communication units and investing in them. Effective public relations efforts yield significant gratifications, emphasising the importance of strategic communication.
Unique Contribution: The study highlights the role of public relations in church growth and image management, emphasising the need for churches to invest in dedicated communication units.
Key Recommendation: Pentecostal churches should sustain investment in public relations units and diversify techniques beyond social media use, leveraging multiple mass communication channels to build a positive image and engage with their publics.