| Abstract: |
The study examined public relations strategies in resolving communal conflicts
between neighbouring communities. Anchored on the conflict transformation
theory, and the two-way symmetric communication model, the objective was to
examine public relations strategies in resolving communal conflicts between
neighbouring communities of Obudu and Vandeikya Local Government Areas. In
achieving the objective, the study used survey research method with questionnaire
and in-depth interviews as data gathering instruments. The study has a population of
584,600 as residents of Obudu and Vandeikya LGAs, from which the sample size of
400 respondents was drawn, through Taro Yamane formula, and 12 interviewees
purposively selected. The purposive sampling technique was used to administer
questionnaire to the respondents, as random sampling was used in selecting the
clans, while thematic and statistical method of frequency tables and weighted mean
were deployed for data analysis, adopting four-point Likert format. It was found that
the communities deploy dialogue and negotiation, and community engagement to facilitate open discussion among parties as PR strategies in conflict resolutions. It
also reveals that public relations had initiated open lines of communication between
the conflicting parties and mitigated negative perceptions about the communities in
conflict. The study concluded that despite the re-occurrence of the conflicts during
farming season, the communities have addressed the conflict-related issues through
the applications of public relations strategies such as dialogue, mediation, and
negotiations. It was recommended that stakeholders from these communities should
explore more public relations strategies in resolving their conflicts and amplify on
the ones working for ultimate peace. |
