Author: Daniel E. Eshett
Abstract
This study examines the role of public relations (PR) strategies in shaping motorists’ perception of the Federal Road Safety Corps’ (FRSC) operations in Akwa Ibom State, Nigeria. Using a qualitative case study design, the research explores how PR efforts such as road safety campaigns, media engagement, and officer conduct influence public trust and compliance with traffic regulations. Data were collected through structured interviews with 30 purposively selected motorists, including private vehicle owners, commercial drivers, motorcyclists, and tricycle operators across major urban centers. Thematic analysis revealed four major findings: moderate awareness of FRSC campaigns, mixed experiences with FRSC officials, fragile public trust, and the need for more inclusive and technology-driven engagement strategies. The study concludes that while FRSC’s public relations activities are visible, their effectiveness is limited by inconsistent communication, selective outreach, and officer misconduct. Recommendations include broadening PR coverage, improving officer training, adopting participatory communication models, and leveraging digital platforms for more effective public engagement. Strengthening these areas is critical for enhancing motorists’ trust and promoting road safety compliance in Akwa Ibom State.
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