Abstract
This theoretical review examines how social media has redefined public relations (PR) practice
in Nigeria by transforming communication from one-way dissemination to two-way participatory
engagement. Drawing on Grunig's Excellence Theory and Kent and Taylor's Dialogic
Communication Theory, the paper conceptualises social media as both a strategic management
tool and a relational platform for ethical, interactive, and trust-based communication. Using
qualitative synthesis of scholarly, industry, and practitioner insights (2019–2025), the review
situates Nigerian PR practice within global debates on digital transformation. It highlights that
platforms such as X (formerly Twitter), Facebook, Instagram, and TikTok facilitate
transparency, audience participation, and real-time feedback but also pose challenges relating to
misinformation, algorithmic bias, and ethical accountability. The study further demonstrates that
Nigerian PR professionals increasingly employ social media for corporate storytelling, crisis
communication, and stakeholder engagement. However, theoretical gaps persist in aligning
digital strategies with ethical standards and cultural realities. Integrating both Excellence and
Dialogic theories, the review proposes a hybrid model emphasising strategic alignment, dialogic
engagement, and ethical responsibility as pillars of effective digital PR practice. Overall, the
paper contributes to advancing contextually grounded theories for understanding how social
media shapes contemporary communication, reputation management, and public trust in
Nigeria's evolving digital landscape.
Keywords: Digital transformation, Public Relations, social media, stakeholder engagement,
strategic communication.
Publication Date: 2025-11-08