EFFECTIVENESS OF GOVERNMENT PUBLIC RELATIONS STRATEGIES IN SHAPING PUBLIC PERCEPTIONS OF TARABA STATE’S FREE EDUCATION POLICY

Abstract

This study investigated the Government Public Relations (GPR) strategies employed by the Taraba State Government to promote its 2023 free education policy. It examined levels of public awareness, perceptions of the policy, and the systemic challenges undermining these GPR efforts. The research adopted a mixed-methods design, utilising a quantitative descriptive survey of 384 members of the public and qualitative in-depth interviews with 26 strategic stakeholders, including school administrators, traditional leaders, and information officers. Data were analysed using descriptive statistics and thematic analysis. Findings revealed that the primary PR strategy employed by the government was media relations. This approach achieved a high level of policy awareness (Grand Mean = 3.42), but failed to foster deep understanding, favourable perception, or policy acceptance. The public largely perceived the initiative as a political gimmick. The major challenge undermining the GPR efforts was the lack of two-way communication between the government and the citizenry, resulting in a significant feedback gap due to over-reliance on traditional one-way media. The study recommends the adoption of a two-way symmetrical model that decentralises communication through localised committees, digital transparency trackers, and direct interpersonal engagement with traditional institutions.