Public Relations Strategies for Promoting Peace Building In Multi Ethnic Communities. A Case Study of Takum LGA, Taraba State, Nigeria

Abstract

This study investigated public relations strategies for promoting peacebuilding in multi-ethnic communities in Nigeria, with specific focus on Takum Local Government Area of Taraba State. The study sought to examine the types of public relations strategies employed in peacebuilding, assess their effectiveness in fostering peaceful coexistence, and identify challenges affecting their application in Takum LGA.A qualitative research design was adopted for the study. Data were collected through in-depth interviews and focus group discussions involving community leaders, traditional rulers, religious leaders, youth and women leaders, local government officials, and civil society representatives. Participants were selected using purposive sampling, and the data were analyzed using thematic analysis. Findings revealed that public relations strategies such as community dialogue, stakeholder engagement, media sensitization, and relationship management are commonly used in promoting peacebuilding in Takum LGA. These strategies have contributed to improved communication, enhanced trust, and reduced ethnic tensions, thereby fostering peaceful coexistence among diverse groups. However, challenges such as deep-rooted ethnic mistrust, limited resources, political interference, and low youth participation hinder the effective application of these strategies. The study concludes that public relations strategies are essential for peacebuilding in multi-ethnic communities, but their success depends on sustained engagement, inclusiveness, and institutional support. The study recommends regular community dialogue, capacity building for local communicators, and increased funding to enhance sustainable peacebuilding in Takum LGA.