AN ASSESSMENT OF SIGNIFICANT CONTRIBUTION OF PUBLIC RELATIONS TOWARDS RURAL AREA DEVELOPMENT IN KEFFI LOCAL GOVERNMENT AREA OF NASARAWA STATE

CHAPTER ONE

INTRODUCTION

  Background Of The Study

Public relations is a strategic communication process that facilitates the development of positive, reciprocal connections between businesses and their target audiences. In recent years, its application to rural development has grown in significance. Grunig and Hunt (2019), Ledingham (2019), Cutlip and Centre (2020), among others, have investigated the function of public relations in rural development, highlighting the significance of effective communication in establishing stakeholder relationships and effecting substantial change. Drawing on the insights of these and other pertinent scholars, this paper will examine the theory and practice of public relations in rural development. 

Rural regions have historically and currently encountered a variety of development challenges, including but not limited to illiteracy, poverty, inadequate access to information and communication technology, and absence of health care facilities. Furthermore, the majority of the less privileged reside in rural areas. Undoubtedly, the land mass in question is possessed or inhabited within these regions. Over a century ago, Edet (2018) characterised the inhabitants of certain regions as "undecipherable," or even unintelligent. Rural individuals continue to elude those who have not yet experienced life in the country; consequently, they are frequently portrayed negatively. Public relations is required to alter this unfavourable perception. 

Chambers (2020) defines effective communication for rural development as that which is distinguished by the active involvement of the community, wherein members are equipped with accurate information and are involved in the formulation of strategies and policies. In order to gain insight into the practical implementation of public relations in critical domains of rural development, it is imperative to examine the scholarly definitions of public relations: Cutlip, Centre, and Broom, Seventh edition, Effective Public Relations (1994). Public relations is the managerial activity responsible for recognising, forming, and sustaining advantageous connections between an organisation and the diverse publics that have a significant impact on its performance or lack thereof. The comprehension of the notion of Public Relations demonstrates that its fundamental objective is to facilitate the dissemination of developmental messages from rural regions to the general public and from stakeholders to rural communities by means of a meticulously organised, constructed, and strategic communication campaign aimed at attaining development. 

Furthermore, the inadequate provision of social amenities in rural regions has resulted in a surge in the emigration of rural residents to the already densely populated cities of the country. The Federal Ministry of Agriculture & Rural Development (FMARD) estimates that 70% of the Nigerian population resides in rural communities. Migration from rural to urban areas was minimal in 1950. Nevertheless, between 1950 and 1985, urban populations increased by one hundred percent in cities such as Ibadan and Lagos, and by 1980, more than nine cities had populations exceeding 500,000 (McCatty, 2018; Omonigho, 2021). The rise in rural-to-urban migration was attributed to the rural population's lack of access to fundamental infrastructure facilities, including electricity and well-maintained roads, among others. Notwithstanding the endeavours of the government to mitigate rural-to-urban migration by fostering the improvement of rural communities and infrastructure, it is disheartening to observe that the majority of Nigeria's rural regions remain socially, economically, and physically underdeveloped.

Statement Of The Problem

According to Babaleye and Aganbi (2018), Public Relations (PR) is an integral component in influencing perspectives, facilitating dialogue, and propelling endeavours towards progress. Within the realm of rural area development, proficient public relations strategies can function as formidable instruments to stimulate community participation, mobilise resources, and increase awareness. 

Keffi Local Government Area (LGA) in Nasarawa State, similar to numerous rural regions in Nigeria, confronts a diverse array of obstacles that encompass deficiencies in infrastructure as well as socio-economic inequalities. Notwithstanding its abundant natural resources and agricultural potential, the region continues to be underdeveloped, thereby restricting its inhabitants' access to fundamental amenities and opportunities. These obstacles are exacerbated by the absence of efficient channels of communication and community participation, which impedes the successful execution of sustainable development endeavours. 

Furthermore, the widespread adverse attitudes and misunderstandings regarding rural regions frequently dissuade prospective investors, donors, and development organisations from engaging in community development initiatives. This highlights the critical nature of implementing comprehensive public relations initiatives that seek to alter these perceptions, cultivate confidence, and amass backing for initiatives related to rural development  (Olaleye, 2019).

In addition, Keffi LGA is devoid of a coordinated public relations framework that is customised to address its unique requirements and obstacles. Although intermittent PR endeavours might transpire, the essential components of strategic planning, stakeholder engagement, and capacity development are absent to ensure a lasting influence. The fragmented nature of this approach impedes the efficacy of public relations endeavours and restricts their capacity to tackle the underlying factors contributing to underdevelopment in the region. 

Additionally, in rural areas such as Keffi, restricted access to information and communication technologies (ICTs) is a substantial barrier to the effective implementation of public relations. Inequalities in information access are further intensified by the digital divide, Ogunleye (2018), which marginalises susceptible demographics and hinders their ability to engage in developmental endeavours. Innovative public relations strategies that utilise both conventional and digital channels of communication are necessary to bridge this divide, reach diverse audiences, and promote inclusive development.

Moreover, the formulation and evaluation of public relations strategies in Keffi LGA are further hampered by the lack of dependable data and research grounded in evidence. PR professionals face difficulties in evaluating the outcomes of their interventions and devising well-informed strategies to enhance efficiency and effectiveness when they lack precise baseline data and feedback mechanisms. Therefore, this study tends to examine the significant contribution of public relations towards rural area development in Keffi Local Government Area Of Nasarawa State.

1.3     Objectives of Study

The main objective of this study is to examine significant contribution of public relations towards rural area development in Keffi Local Government Area Of Nasarawa State, specifically the study intends to:

Identify the public relation medias used to promote/advocate rural development in Keffi Local Government Area of Nasarawa State.

Assess the role of public relations in promoting rural development in Keffi Local Government Area of Nasarawa State.

Assess the barriers faced by public relations practitioners in promoting rural development in Keffi Local Government Area of Nasarawa State.

1.4  Research Questions

The following questions are formulated to guide the study arrive in a meaningful and reliable conclusion.

What are the public relation medias used to promote/advocate rural development in Keffi Local Government Area of Nasarawa State?

What are the role of public relations in promoting rural development in Keffi Local Government Area of Nasarawa State?

What are the barriers faced by public relations practitioners in promoting rural development in Keffi Local Government Area of Nasarawa State?

1.5 Research Hypothesis 

Ho: Public relations does not play a significant role in promoting rural development in Keffi Local Government Area of Nasarawa State.

Ha: Public relations plays a significant role in promoting rural development in Keffi Local Government Area of Nasarawa State.

1.6   Significance Of The  Study 

The significance of leveraging public relations (PR) as a tool for rural area development in Keffi Local Government Area (LGA) of Nasarawa State cannot be overstated. This study holds profound implications for the socio-economic progress, community empowerment, and sustainable growth of the region. By elucidating the pivotal role of PR in addressing the challenges and opportunities inherent in rural development, this research contributes to both theoretical knowledge and practical interventions aimed at transforming the livelihoods of rural communities.

First and foremost, this study has significant implications for enhancing community engagement and participation in development processes. By fostering two-way communication channels between local authorities, development agencies, and community members, PR initiatives can empower residents to actively contribute to decision-making, resource allocation, and project implementation. Through inclusive dialogue and consultation, PR can amplify the voices of marginalized groups, ensuring that development interventions are tailored to meet their specific needs and aspirations.

Furthermore, the study underscores the importance of perception management and image building in attracting investments, fostering partnerships, and promoting tourism in the community. By showcasing the area's unique cultural heritage, natural landscapes, and economic potential, PR campaigns can reposition Keffi as a viable destination for business ventures, ecotourism initiatives, and agricultural investments. Through strategic storytelling and brand promotion, PR practitioners can dispel negative stereotypes about rural areas and highlight the untapped opportunities for growth and prosperity.

Moreover, the findings of this study have implications for strengthening institutional capacity and governance structures at the local level. By institutionalizing PR practices within government agencies, non-profit organizations, and community-based groups, stakeholders can enhance transparency, accountability, and responsiveness in the delivery of public services and development projects. Through capacity building initiatives and training programs, PR professionals can equip local leaders and administrators with the skills, knowledge, and tools necessary to effectively communicate with diverse audiences and manage public perceptions.

Additionally, the study highlights the potential of PR to bridge the digital divide and promote ICT-enabled development in rural areas like Keffi. By harnessing the power of digital media, mobile technologies, and online platforms, PR practitioners can overcome geographical barriers, disseminate timely information, and facilitate e-governance initiatives that enhance service delivery and civic engagement. Through targeted digital campaigns and social media outreach, rural communities can access educational resources, healthcare services, and market opportunities, thereby narrowing the digital divide and fostering inclusive development.

Furthermore, the study contributes to the body of knowledge on PR theory and practice in the context of rural development, offering valuable insights and lessons learned for scholars, practitioners, and policymakers alike. 

1.7  Scope Of The Study

The scope of this study is boarded on significant contribution of public relations towards rural area development in Keffi Local Government Area Of Nasarawa State. Hence the study is delimited to Keffi Local Government Area of Nasarawa State.

1.8 Limitation of the Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.9 Definition of Terms

Public relations: the professional maintenance of a favourable public image by a company or other organization or a famous person.

Rural Development: Any activity likely to improve the standard of living of individuals and the community in general.

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