This study examined the role of public relations strategies in brand reputation management and brand advocacy of Coca-Cola Nigeria. The study was anchored on Relationship Management Theory (RMT) and Dialogic Theory of Public Relations. The study adopted a quantitative survey research design. A total of 400 questionnaires were administered, out of which 393 were properly completed and returned, representing a response rate of 98.3%. Data were analysed using frequency counts, percentages and multiple regression analysis. The findings showed that social media communication was the most commonly identified public relations strategy, followed by community and corporate social responsibility activities, entertainment and sponsorship, and media relations. The study further found that 68.2% of respondents had high or very high awareness of Coca-Cola's reputation management activities, while 79.4% perceived the brand as having a good reputation. The regression analysis showed a statistically significant relationship between public relations strategies and brand advocacy, with the model explaining 55.1% of the variation in brand advocacy (R² = .551; F(5,387) = 72.681; p < .001). Social media communication and CSR/community activities recorded relatively strong contributions to brand advocacy. However, negative social media comments, misinformation, health and sugar-related concerns, environmental issues and competition were identified as major challenges. The study concludes that effective public relations strategies are important to Coca-Cola Nigeria's reputation management and brand advocacy efforts. It recommends stronger two-way communication, continuous social media monitoring, improved responsiveness to consumer concerns, transparent communication of CSR and environmental initiatives, and regular evaluation of PR activities.