ASSESSING THE APPLICATION OF PUBLIC RELATIONS TECHNIQUES IN MANAGING THE 2008 NIGERIAN STOCK EXCHANGE CRISIS

Abstract

This study ascertained the application of Public Relations crisis management strategies in addressing the 2008 crisis posed to the Nigerian Stock Exchange crisis. In doing so, attention was paid to Frank Jefkins’ Transfer Model. The students answered four research questions and tested two null hypotheses at 0.05 level of significance. A case study research design was employed or the study while a total of 169 respondents took part in the study. The questionnaire was the instrument for data collection. The result revealed five PR crisis management strategies that were used during the NSE crisis of 2008. The result also showed a significant relationship between strategies used and attainment of Jefkins’ transfer process (P<0.05). Significant relationship was also found between involvement of PR activities in the management of the crisis and attainment of Jefkins’ transfer model (P<.05). The researcher recommends, among others that PR crisis management strategies should be full applied in managing crisis by organizations.