Abstract

<p>This study to investigated the Public Relations Strategies of DUFIL Nigeria in the management of Indomie Poison Scare of 2004. It sought to appraise how the company regained public confidence and patronage after the scare using public relations strategies. It employed the survey technique as research design. Population of the study comprised the management, staff and distributors total 850. Sample size was 20 percent of the population which amounted to 170 respondents. Two sampling techniques were adopted for selecting samples for the study, namely: purposive for selecting key managers for personal interviews and systematic for selecting registered distributors for survey using interview schedule and questionnaire as research instruments. The data collected from personal interview were analyzed qualitatively using explanation building. Data from survey using questionnaire were analyzed with simple percentages. The study found that Integrated Marketing Communication (IMC) was adopted successfully which aligns with the Apologia theory; reactive strategies adopted by DUFIL Nigeria agrees with contingency theory; the Public Relations Strategies adopted were very effective as well as the media channels employed. The hypotheses tested revealed significant relationship between the extent to which public relations programmes helped to reduce the fear and the re-acceptance of the company’s product and the effectiveness of public relations strategies used is not significantly related to the suitability of the strategies adopted. The study then concluded in line with Apologia theory, which explains, and apologizes without necessarily loosing face while at the same time repairing its almost damaged reputation, and the contingency theory, which explains that the measures taken were suitable, and in the interest of the consumers. To prevent future occurrence and promote professionalism, the study recommends instituting a Crisis Communication Plan (CCP) along with the establishment of a functional public relations department that will oversee and implement the action</p>