Engaging Public Relations Strategies in Mobilizing Rural Farmers for Agricultural Development

Abstract

This study investigated public relations strategies for mobilizing rural farmers for agricultural development. In carrying out this investigation, four specific objectives and four research questions were formulated. Two theories guided this study. They are: diffusion of innovation and two-steps theories. Survey research design was adopted for the study. Population of study comprised all agricultural science students of Ignatius Ajuru University of Education, Port Harcourt which according to available record at faculty office is 120. A sample size of 30 students was drawn using simple random sampling technique. A 12-item questionnaires were employed as research instrument. Finding show that; all the public relations strategic employed in mobilizing farmers for agricultural development are vital and relevant; that “words of mouth” by opinion leaders is the most effective public relations strategy; that to a very great extent, public relations strategies can enhance rural farmers’ productivity and efficiency. It was recommended among others that a combination of mass media channels and “words of mouth” by opinion leaders be employed in conveying persuasive messages meant for rural farmers; “words of mouth” by opinion leaders should be given a top priority among other public relations strategies for rural farmers.

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