International Journal of Sub-Saharan African Research (IJSSAR)

Background: Globally, pension management has long been a concern for governments and societies due to its direct link to social security and economic stability. In Nigeria, the pension system was plagued with inefficiencies that undermined public trust. Hence, different reforms - a critical turning point designed to restore confidence, ensure transparency, and align the system with international best practices. Despite these developments, there remains limited empirical evidence on how Pension Fund Administrators (PFAs) in Nigeria leverage public relations (PR) to retain customers and grow their operations in this competitive environment. This study, therefore, investigated PR strategies and stakeholder relationship management among PFAs in Ogun State, Nigeria
Objective: This study examined the PR strategies employed by PFAs to retain customers, targeting Federal Government Civil Servants and grow their operations in Ogun State, Nigeria.
Method: A qualitative research design was utilised, with purposive sampling, selecting four leading PFAs from the 19 licensed operators within federal government parastatals in Ogun State, with Key Informant Interviews (KII) conducted with four senior managers, each from the selected PFAs.
Result: Thematic analysis of the data indicated that PFAs implement a range of public relations strategies, including relational, informational, digital, and stakeholder-focused approaches.
Conclusion: The study concludes that well-delivered PR strategies through structured, feedback-driven, and customer-centred processes, tailored to the specific needs, foster engagement with and loyalty of Federal Government Civil Servants in Ogun State, Nigeria. Contribution to knowledge: The study highlighted the emphasis on Customer Relationship Management (CRM), pension education and awareness campaigns, digital communication, and corporate social responsibility (CSR) initiatives among Federal Government Civil Servants in Ogun State, Nigeria.
Key Recommendation: PFAs in Ogun State, Nigeria, should enhance their PR strategies’ visibility through consistent, multi-channel communication to strengthen stakeholder trust and emotional connection.