Social media and effective public relations activities: A study of the Carnival Calabar

Journal of Language, Literature, Social, and Cultural Studies, Volume 3 Number 3 (Nov 2025), p. 300-314 e-ISSN: 2986-4461 DOI: https://doi.org/10.58881/jllscs.v2i2 https://ympn.co.id/index.php/JLLSCS Social media and effective public relations activities: A study of the carnival Calabar Presly Ogheneruke Obukoadata1, Offiong Ani Offiong2 Department of Public Relations & Advertising Delta State University Abraka1 Department of Mass Communication University of Cross River State Calabar2 1Email: Abstract - The study explores the use of social media tools in public relations to promote the 2023 Calabar Carnival, a significant cultural event in Nigeria. It utilises Uses and Gratification and Technological Determinism theories to analyse the phenomena and draw conclusions. Through qualitative research via Focus Group Discussions, the study examined the effectiveness of social media and public relations strategies in enhancing attendee experiences and promoting the event. Thematic analysis of the data revealed that social media significantly boosted public relations efforts, leading to increased followers and engagement, as well as extensive media coverage. Notably, Facebook emerged as the most effective platform for engagement during the carnival. The study recommends leveraging additional platforms like Twitter, Instagram, and YouTube to enhance real-time engagement and user-generated content. It also advises event organizers to prioritize social media engagement, form influencer partnerships, and focus on building relationships with social media representatives while creating dynamic, engaging content. Keywords: social media, effectiveness, public relations, event promotion, carnival Calabar 1. Introduction Public relations (PR) is recognized as a vital strategy for effective organizational communication, encompassing planned efforts between organizations, individuals, and their publics. Scholars have offered various definitions of PR, reflecting diverse academic and professional perspectives. For instance, Hayes (2024) characterizes PR as "the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public and especially the media." Additionally, the World Assembly of Public Relations Associations articulated a seminal definition in 1978, stating that "public relations practice is the art and social science of analyzing trends, predicting their consequences, counselling organization leaders, and implementing planned programs of action which will serve both the organization and the public interest" (Jenkins, 1998, p. 9). These definitions highlight key PR functions, including strategic communication, brand management, relationship building, media relations, and crisis management. The rise of social media has transformed the PR landscape, providing powerful tools for engaging with audiences, shaping brand reputations, and amplifying messages. This shift has 300 This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/) Journal of Language, Literature, Social, and Cultural Studies, Volume 3 Number 3 (Nov 2025), p. 300-314 e-ISSN: 2986-4461 DOI: https://doi.org/10.58881/jllscs.v2i2 https://ympn.co.id/index.php/JLLSCS been particularly beneficial for promoting cultural events like the Carnival Calabar, established in 2004 by Governor Donald Etim Duke to enhance tourism and attract investment in Cross River State, Nigeria. The carnival has evolved into a major cultural spectacle, leveraging social media to foster relationships and enhance visibility. As a significant tourist attraction, Carnival Calabar showcases Nigeria's cultural heritage through vibrant parades, music, and dance, attracting a global audience. Social media platforms such as Facebook, YouTube, X (formerly Twitter), Instagram, and WhatsApp facilitate real-time updates, event promotion, and audience interaction. This engagement generates excitement through captivating visuals and user-generated content, creating anticipation for the event (Obukoadata et al., 2021). PR practitioners utilize social media to connect directly with participants and spectators, encouraging them to share experiences using event hashtags (#calabarcarnival). This usergenerated content extends the carnival's reach and fosters community engagement. By actively responding to comments and feedback, organizers demonstrate commitment to their audience (Wright & Hinson, 2009; Obukoadata, 2022b). Moreover, social media plays a crucial role in managing brand reputation. Organizers can swiftly address misinformation and feedback, leveraging accurate information to clarify misconceptions and maintain a positive image. The Carnival Calabar, often referred to as "Africa's biggest street party," involves a complex network of stakeholders whose contributions are essential to its success. Engaging these stakeholders through social media is vital for navigating logistical challenges and ensuring a positive visitor experience. This paper critically analyzes the role of social media in the PR strategies employed for the successful hosting of the 2023 Carnival Calabar, emphasizing its significance in enhancing communication and engagement within the broader context of Nigeria's cultural heritage. The integration of social media into public relations has fundamentally transformed communication between organizations and their publics. Recognizing social media as a potent PR tool and a rapid communication channel prompted this research. This study aims to investigate how social media usage enhanced PR activities for the 2023 Carnival Calabar, identifying which platforms garnered the most user participation and visibility for the event. Furthermore, it seeks to address the gap in scholarly and empirical literature regarding the Carnival Calabar since its inception in 2004. Specifically, the study explores whether social media usage by PR practitioners has significantly influenced the visibility and acceptance of the 2023 Carnival Calabar, whether tourists show a preference for specific social media platforms during the event, and whether there is a correlation between the success of the carnival and social media engagement in PR activities. Utilizing technological determinism theory, this research will provide empirical data to answer these questions, ultimately catalyzing future PR initiatives related to the Carnival Calabar. The objectives of the study were derived from the statement of the problem. They are: (1) To evaluate the key social media platforms deployed as public relations strategies by the organizers of the 2023 Carnival Calabar. (2) To determine the role of user-generated content (UGC) on social media platforms by stakeholders in shaping perceptions of the 2023 Carnival Calabar. (3) To assess how social media platforms enhanced the promotion and dissemin (...truncated)