Evaluation of Public Relations Strategies of Benue State Government in the Management of Herders-Farmers Conflict

Abstract

This study was carried out to assess the management and public relations strategies adopted in resolving herders-farmers in Benue State. A mixed research design was used, involving a questionnaire and interview guide to collect data from 600 respondents. Data was collected using descriptive statistics and themes, while findings revealed that the government primarily uses social media and mass media, relying on propaganda and publicity as key strategies. However, community mobilisation, engagement, and negotiation are underutilised despite their proven effectiveness in conflict management. The study also shows that the effectiveness of these strategies is limited rather than to a greater extent. The significant challenges faced by the government include inadequate public relations practitioners, reactiveness, inadequate information, and lack of consultation. The study concluded that Public Relations is still relevant and organisations in the management of conflicts use it, but how the Benue State Government uses it is not good enough to effectively address the incessant conflict between Herders/Farmers in the state. It recommended prioritising community mobilisation, engagement, and negotiation, investing in skilled public relations professionals, adopting proactive strategies, and establishing a framework for regular stakeholder consultation. The study highlights the need for a more effective and inclusive approach to conflict management, leveraging public relations strategies to foster dialogue, cooperation, and trust among stakeholders. By adopting these recommendations, the Benue State Government can improve its conflict management efforts and reduce the incessant clashes between herders and farmers.