Abstract
This study examined the role of Public Relations (PR) in political communication by analysing the 2023 Nigerian presidential candidates’ speeches at Chatham House. The study was informed by the increasing significance of international platforms in shaping political reputations and the need to understand how candidates utilised strategic communication to engage both local and global audiences. Anchored in Aristotle’s communication theory, the study aimed to investigate the PR strategies employed by Bola Tinubu, Peter Obi, and Rabiu Musa Kwankwaso, focusing on their use of rhetorical appeals, campaign priorities, mudslinging, and defensive tactics. A census of all speeches was conducted, and content analysis was employed using a coding sheet to categorise communication strategies. The findings revealed that all candidates predominantly relied on emotional appeals to establish personal connections with their audiences. While they prioritised national issues over direct attacks, subtle criticisms of opponents were employed as a defensive strategy. The study concluded that ethos, pathos, and logos played a crucial role in shaping political discourse, contributing to a shift from traditional propaganda to a more strategic and globally oriented communication approach. It recommended that future presidential candidates should prioritise policy discourse and national development issues over mudslinging to promote a more constructive and issue-based political environment.
Keywords: Public relations, Political communications, 2023 Nigerian election campaigns, Chatham House conversations, Aristotle communication theory