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Paper short abstract:

This paper examines mercenaries' evolving role, using Nigeria's #EndSARS protest as a case study. It addresses public relations strategies, social media’s impact, misinformation, and the need for transparent communication to transform unrest into development opportunities.

Paper long abstract:

The digital era has transformed youth-led protests, shaping their mobilization, communication, and management. This paper examines the #EndSARS movement in Nigeria, a youth-driven protest against police brutality, through the lens of public relations (PR) strategies and crisis management, while also assessing the evolving role of mercenaries within the development nexus. It explores how digital platforms empower activism but also pose challenges for governments, organizations, and non-state security actors. The #EndSARS movement showcased social media’s power in amplifying voices and fostering collective action but also revealed risks such as misinformation, escalating tensions, and deteriorating government-public relations, amidst the accusation of the use of mercenaries during the crisis. Using a qualitative review methodology, the paper analyses media coverage, government responses, and PR frameworks employed during the protest. Findings indicate that authoritarian, reactive responses exacerbate public distrust, while proactive engagement, transparency, and dialogic communication help build trust, mitigate conflict, and create reform opportunities. Additionally, the study explores the role of mercenaries and private security actors in modern protest management, questioning their legitimacy within development frameworks. It argues that strategic PR approaches can reframe youth protests as catalysts for sustainable development by balancing authority with empathy and fostering inclusive narratives. The paper concludes by recommending integrative PR strategies that governments, development actors, and security stakeholders can use to enhance governance, manage digital discourse, and leverage crises for meaningful reform in a connected world.