The increasing prevalence of substance misuse among young people has become a major public health and social concern, necessitating the adoption of strategic communication approaches that promote awareness and behavioural change. This study, therefore, examined the role of public relations tools in the control of illicit drug use among youths in Akwa Ibom State, Nigeria. The study adopted a descriptive cross-sectional survey design, and a population comprising youths aged 15–35 years in Akwa Ibom State, with a sample size of 400 respondents determined using the Taro Yamane formula. Data were collected using a structured questionnaire and analysed using descriptive statistics, including frequencies, percentages, weighted mean scores, and standard deviations. The findings revealed prevalence of substance misuse among youths, with peer pressure, unemployment, among others as major contributing factors. Respondents also agreed that substance misuse negatively affects physical and mental health, academic performance, productivity, and involvement in crime. Furthermore, school-based drug education programmes, public awareness campaigns, strengthened enforcement of drug control laws, youth empowerment initiatives, and improved parental monitoring were perceived as effective strategies for reducing substance misuse. The researcher concluded that public relations tools remain indispensable in combating illicit drug use when implemented through integrated, culturally relevant, and youth-oriented communication strategies. It, therefore, recommended that the National Drug Law Enforcement Agency (NDLEA) and other stakeholders strengthen digital advocacy, community engagement, school-based interventions, and multi-channel public relations campaigns to promote sustainable behavioural change and reduce illicit drug use among youths in Akwa Ibom State.