Ethical Accountability and Professional Regulation in Nigerian Public Relations Practice

Abstract

Public Relations practice in Nigeria stands at a critical juncture, confronted by persistent challenges of unethical conduct regulation despite the existence of a statutory framework. Although the Nigerian Institute of Public Relations (NIPR) was established to regulate the profession and uphold ethical standards, evidence suggests that non-professionals continue to operate with relative impunity, thereby undermining public trust and professional credibility. Anchored on the Social Responsibility Theory, this qualitative study interrogates the structural, leadership, and institutional factors responsible for the sustained prevalence of unethical practices within the Nigerian public relations landscape. The study adopted an in-depth interview method, drawing data from twenty purposively selected core public relations professionals working as organizational spokespersons and private practitioners. Findings indicate a paradoxical situation in which growing awareness and increased enrolment in NIPR coexist with the continued dominance of quacks and ethical infractions. While respondents acknowledge recent efforts by the current NIPR leadership to address these challenges, the study reveals that weak enforcement of the NIPR Act, inadequate advocacy, poor employer compliance, and leadership deficits remain central obstacles to reform. The study concludes that quackery and unethical practices in Nigerian public relations are fundamentally governance and leadership challenges rather than external conspiracies. It recommends the creation of a comprehensive national practitioner database, stricter enforcement of existing laws, sustained stakeholder advocacy, and renewed institutional commitment to ethical professionalism. By foregrounding practitioner perspectives, this study contributes to ongoing debates on professional regulation, ethics, and accountability in public relations practice within emerging democracies.