Digital Communication Strategies in Peter Mbah’s ‘Disruptive Innovation’ Agenda: A PR Analysis

The intersection of political governance and public relations has entered a new phase in Nigeria, with political leaders increasingly deploying digital communication strategies to build public support and manage their governance brand. This study analysed the digital communication strategies employed in promoting Governor Peter Mbah's "Disruptive Innovation" agenda in Enugu State from a public relations perspective. The study was anchored on the Excellence Theory of Public Relations formulated by Grunig and Hunt, which emphasises strategic, symmetrical, and dialogic communication as the standard for effective public relations practice. A qualitative content analysis design was adopted, drawing on digital communication artefacts including official government websites, social media platforms, press releases, and digital campaigns associated with the Mbah administration. A purposive sample of 100 digital communication outputs was selected, and a structured coding sheet was used as the instrument of analysis. Findings revealed that the Mbah administration employs a multi-platform digital strategy leveraging Facebook, X (formerly Twitter), Instagram, and YouTube to project the disruptive innovation narrative, with heavy use of infographics, video content, and influencer partnerships. However, the communication model was predominantly one-directional, with limited evidence of genuine dialogue or feedback mechanisms. The study concluded that while the digital PR strategy is visually sophisticated and consistent, it falls short of the symmetrical communication ideal. It was recommended that the administration integrate participatory digital engagement tools, including live Q&A sessions and citizen feedback portals, to strengthen democratic communication.

Keywords: Digital communication, public relations, Peter Mbah, disruptive innovation, Enugu State