Public Relations Strategies of the Federal Road Safety Corps (FRSC) in Enhancing Road Safety Awareness and Behaviour among Commercial Motorists in Adamawa State, Nigeria

Abstract

Road traffic accidents remain a major public health challenge in Nigeria, necessitating effective communication interventions for behavioural change. This study examined the effectiveness of Federal Road Safety Corps (FRSC) public relations (PR) strategies in promoting road safety among commercial motorists in Adamawa State, Nigeria. Specifically, it assessed PR strategies employed by FRSC, levels of awareness created, motorists’ attitudes, behavioural compliance, and the relationship between PR exposure, attitude, and behaviour. A descriptive survey design was adopted, involving 321 respondents selected through multi-stage sampling. Data were collected using a structured questionnaire and analysed using descriptive statistics and Pearson Product Moment Correlation. Findings revealed that FRSC utilises a mix of PR strategies dominated by mass media campaigns, enforcement-based communication, and institutional engagements, while digital and participatory approaches were less utilised. Although awareness of road safety messages was high among motorists (grand mean = 3.96), attitudes toward FRSC PR strategies were generally negative (grand mean = 2.14), and behavioural compliance remained low (grand mean = 1.96). Correlation analysis indicated no significant relationship between PR exposure and attitude (r = 0.062, p > 0.05), PR exposure and behaviour (r = 0.048, p > 0.05), and attitude and behaviour (r = 0.089, p > 0.05), suggesting a disconnect between message exposure and behavioural outcomes. The study concludes that FRSC PR strategies generate awareness but do not significantly influence attitudes or compliance among commercial motorists. It recommends the integration of participatory, trust-based, and behaviourally oriented communication approaches alongside enforcement mechanisms to enhance road safety outcomes.