As telecommunications companies increasingly rely on effective PR strategies to shape perceptions and foster customer
loyalty, understanding how these activities influence customer satisfaction is vital for competitive advantage. This study
aims to evaluate the relationship between Public Relations (PR) activities and customer satisfaction levels among MTN
users in Benue State. The research adopts the Expectancy-Disconfirmation Model (EDM) as a theoretical framework to
assess how MTN's PR efforts such as community engagement, corporate social responsibility, and communication
campaigns manage customer expectations and perceptions of service quality. A sample size of 350 MTN customers and
8 PR professionals and customer service representatives of MTN in Benue State were used. Data was collected through
structured questionnaires from a representative sample of MTN users in Benue State, and analyzed using descriptive
such as frequency and simple percentages as well as mean and standard deviation to answer research questions whereby
a mean cut-off point of 2.50 is used for decision making. A cluster mean of 3.43 was obtained indicating a significant
positive correlation between proactive PR activities and customer satisfaction. Also, same cluster mean of 3.44 was
obtained indicating the specific PR strategies that can significantly contribute to increased customer satisfaction among
MTN users in Benue State. The result suggesting that strategic communication enhances customer perceptions and
loyalty. The study underscores the importance of integrating PR strategies into service delivery processes to improve
customer experiences and satisfaction. Recommendations include strengthening PR initiatives that foster transparency,
community involvement, and timely communication to sustain customer loyalty in the competitive telecom landscape.

Keywords: Public relations activities, customer satisfaction levels, MTN Nigeria, Benue State