| Abstract: |
This study investigates the effectiveness of government public relations
(PR) strategies in fostering citizen engagement under the Solution Agenda
of the Anambra State Government. In modern governance, PR is more than
a tool for publicity, it is instrumental in promoting transparency,
accountability, and participatory communication. The study's main
objective was to assess how strategic communication efforts under the
Solution Agenda promote meaningful citizen engagement, particularly
through feedback mechanisms and digital platforms. The research is
grounded in Dialogic Communication Theory, which emphasizes twoway, participatory communication between institutions and their publics.
The theory's relevance lies in its focus on openness, mutual respect, and
dialogue as cornerstones of effective governance communication. A
descriptive survey design using a census approach was employed. The
population comprised all 187 staff of the Anambra State Ministry of
Information, including information officers on secondment to other
ministries. The entire population was studied using purposive sampling
to target only staff involved in public communication, and data were
collected through structured questionnaires. Findings revealed that the
most commonly used communication strategies included multimedia
publicity campaigns and interactive social media engagement. However,
less emphasis was placed on grassroots engagement and structured
feedback mechanisms. While platforms like SolutionLens and social
media enable real-time interaction, their effectiveness is often limited by
digital divides and inadequate responsiveness. Citizen perception of
government communication was moderate, with majority acknowledging
clarity but a lower percentage affirming accessibility and participatory
value. The study recommends strengthening participatory communication
through localized town halls, digital engagement platforms, and the use of
local languages. It also advocates for institutionalizing responsive
feedback systems, continuous training for government PR officers, and
establishing a centralized monitoring and evaluation framework.
Ultimately, the research underscores the need to shift from unidirectional
messaging to dialogic engagement in order to build trust and enhance
democratic governance. |
