International Journal of Sub-Saharan African Research (IJSSAR)

Background: Due to the rapid digital surge, more so sped up by the events of the COVID-19 pandemic, corporate systems including Public Relations have become reliant on digital practice, hence the emergence of “Virtual Public Relations”. This emergence has led to a curiosity into investigating the strategies for Virtual Public Relations utilized by Public Relations practitioners in Nigeria, hence the study.
Objective: This paper therefore explores the strategies deployed in Virtual Public Relations by Public Relations practitioners in Nigeria for the dissemination of information.
Method: The study adopted a qualitative methodological research approach ascertaining facts with the use of a library study and the administration of open-ended interview guides using a sample size of sixteen (16) participants based on the purposive sampling method - to deliberately select Public Relations practitioners in Nigeria. Results: The results were further presented and analyzed through the use of tables and brief summary of analysis. Findings from the study revealed numerous strategies such as the use of online press releases, back links and Search Engine Optimization among others.
Conclusion: It concluded that although the strategies for Digital Public Relations are very effective, inconsistencies affecting the profession exist.
Unique Contribution: The study revealed preference of Virtual Public Relations over traditional methods.
Key Recommendation: A censorship controlled by the collaboration of professional bodies and internet service providers was recommended.