The Effectiveness of Public Relations in Raising Awareness About Climate Change: A Study of Keffi LGA, Nasarawa State
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Chapter One: Introduction
1.1 Background of the Study
Climate change is one of the most pressing global challenges, significantly affecting both human and environmental systems. In Nigeria, its impacts are evident through increasing temperatures, irregular rainfall patterns, and the rise of extreme weather events. Keffi LGA, Nasarawa State, faces these challenges due to its reliance on agriculture and natural resources. Public Relations (PR) can play a crucial role in raising awareness about climate change by fostering public engagement, promoting eco-friendly practices, and advocating for policy changes.
PR campaigns, such as targeted communication through mass and digital media, community outreach, and stakeholder engagement, have been effective in educating communities about climate change risks and mitigation strategies (Adamu et al., 2024). This study investigates the effectiveness of PR strategies in raising awareness about climate change in Keffi LGA.
1.2 Statement of the Problem
Despite growing global awareness, climate change remains under-prioritized in many rural areas of Nigeria, including Keffi LGA. Factors such as inadequate knowledge, cultural misconceptions, and limited access to information hinder community preparedness and adaptation. The lack of effective PR campaigns exacerbates this issue, leaving communities vulnerable to climate-related impacts. This study examines the role of PR in bridging this information gap and promoting climate change awareness.
1.3 Objectives of the Study
- To identify PR strategies employed in raising climate change awareness in Keffi LGA.
- To evaluate the effectiveness of these strategies in informing and engaging the local community.
- To propose ways to enhance PR campaigns for climate change advocacy.
1.4 Research Questions
- What PR strategies are used to promote climate change awareness in Keffi LGA?
- How effective are these strategies in influencing public knowledge and behavior?
- What improvements can strengthen PR efforts in climate change advocacy?
1.5 Research Hypotheses
- H1: PR strategies significantly improve climate change awareness in Keffi LGA.
- H2: Limited access to PR campaigns reduces public understanding of climate change.
- H3: Community-focused PR campaigns are more effective in promoting climate adaptation practices.
1.6 Significance of the Study
This study emphasizes the importance of PR in addressing climate change challenges. It provides insights for policymakers, environmental organizations, and PR practitioners to design impactful campaigns that enhance public awareness and promote sustainable practices in Keffi LGA.
1.7 Scope and Limitations of the Study
The study focuses on PR strategies aimed at raising awareness about climate change in Keffi LGA, Nasarawa State. It does not cover technical aspects of climate science or policy development.
1.8 Operational Definition of Terms
- Public Relations (PR): Strategic communication to influence public understanding and attitudes.
- Climate Change: Long-term changes in temperature, precipitation, and weather patterns.
- Keffi LGA: A local government area in Nasarawa State, Nigeria, affected by climate change impacts.
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