ASSESSING THE EFFECTIVENESS OF PUBLIC RELATIONS PRACTICES IN THE MITIGATING FARMER-HERDER CONFLICT IN OWAN EAST LOCAL GOVERNMENT AREA, EDO STATE

Abstract

Farmer–herder conflicts remain one of the most persistent sources of communal violence in Nigeria, often escalating into loss of lives, destruction of property, and food insecurity. This article examines how public relations (PR) strategies are deployed to reduce tensions and foster dialogue between farmers and herders in Owan East Local Government Area (LGA) of Edo State. Drawing on conflict‐resolution and two-way symmetrical communication theories, the study investigates the communication channels, community engagement methods, and mediation mechanisms used by government agencies, traditional leaders, and civil society actors. Findings reveal that consistent dialogue, culturally sensitive messaging, and stakeholder collaboration significantly reduce violence, while weak feedback mechanisms and inadequate funding limit impact. Recommendations include strengthening community-based communication networks, training PR officers in conflict-sensitive reporting, and institutionalizing participatory evaluation of peacebuilding initiatives.