LEVERAGING PUBLIC RELATIONS TO PROMOTE AGRICULTURAL INNOVATIONS AND AMONG NIGERIA’S YOUTHFUL FARMERS IN OVIA NORTH-EAST LOCAL GOVERNMENT

Abstract

Agriculture remains a cornerstone of Nigeria’s economy, contributing significantly to gross domestic product and providing livelihoods for millions of citizens across diverse regions. Despite its central role, the adoption of modern agricultural innovations such as improved seed varieties, mechanized equipment, and climate-smart farming techniques among young farmers has been comparatively slow. Low levels of awareness, limited access to reliable information, and skepticism toward government or NGO-led programs often hinder the spread of new practices. This study examines how public relations (PR) strategies can accelerate the dissemination and uptake of agricultural innovations among youth farmers in Ovia North-East Local Government Area (LGA) of Edo State, a region with strong agricultural potential but persistent productivity challenges. Employing a mixed-methods approach that combined structured surveys, key informant interviews, and document analysis, the research investigates the role of two-way communication, community media, and stakeholder collaboration in promoting agricultural innovation. Findings reveal that well-designed PR campaigns particularly those leveraging community radio, local-language social media platforms, and demonstration farms significantly enhance both awareness and acceptance of innovations such as improved seed varieties and climate-smart farming practices. These channels also foster trust and enable feedback, aligning with participatory communication models that emphasize dialogue and mutual understanding. Based on the evidence, the study recommends institutionalizing PR-driven agricultural communication desks within relevant government agencies, training youth leaders as peer communicators, and integrating traditional information-sharing methods with modern digital platforms. Such measures can create a sustainable framework for agricultural development, empowering young farmers, strengthening food security, and supporting Nigeria’s broader economic growth.