PR can shift perceptions, attract investment in agriculture – Ogun gov

The Governor of Ogun State, Dapo Abiodun, has highlighted the importance of utilizing public relations to transform negative perceptions about agriculture in Nigeria. Speaking through the Commissioner for Agriculture and Food Security, Bolu Owotomo, during the Annual Colloquium of the Nigerian Institute of Public Relations (NIPR) in Abeokuta, Governor Abiodun stressed the role of effective communication in removing obstacles that make agriculture less attractive and contribute to the ongoing food crisis.

The colloquium, themed “Galvanising Public and Private Stakeholders Towards Addressing Food Crisis in Nigeria: Public Relations As Key Driver,” focused on fostering partnerships and reshaping the public’s perception of agriculture. Governor Abiodun emphasized that public relations is not limited to media campaigns but serves as a bridge connecting stakeholders—government, private investors, farmers, and consumers—to foster trust, action, and cooperation.

Governor Abiodun noted that agriculture should be rebranded as a viable and profitable career choice, especially for the youth. He pointed out his administration’s support for over 12,000 farmers with farming inputs and mechanized over 4,000 hectares of farmland as part of efforts to boost food production.

Vice-Chancellor of the Federal University of Agriculture, Abeokuta, Professor Olusola Kehinde, also spoke on the urgency of addressing food insecurity, citing alarming statistics on hunger in Nigeria and calling for intensified efforts to achieve the Sustainable Development Goal of Zero Hunger by 2030. The colloquium underscored the need for collaboration between public and private sectors to drive food security measures.

Dr. Ike Nneliaku, President of the NIPR, represented by Mr. Tope Adaramola, highlighted the need to address insecurity affecting farmers and encouraged urban farming as a way to utilize available spaces for food production. The colloquium concluded with a call to action for all stakeholders to unite in confronting Nigeria’s food insecurity challenge.
Source- Punch

Expert Review for Agri-Food Stakeholders

The emphasis on public relations as a tool to transform the perception of agriculture in Nigeria is a critical and strategic move for stakeholders in the agri-food value chain. The rebranding of agriculture is not just about creating media awareness but about fundamentally shifting the narrative around farming and food production in the country.

Key insights for stakeholders include:

Rebranding Agriculture as a Lucrative Industry: Public relations can be an effective tool to reposition agriculture from being seen as a fallback option to a desirable, profitable career. Stakeholders should work on success stories that highlight innovation, profitability, and opportunities in agriculture, especially for the youth. This can attract investment and skilled labor to the sector, essential for scaling production and achieving food security.

Strengthening Stakeholder Collaboration: Effective public relations can bridge the gap between the government, private sector, and farmers. By building strong communication channels, stakeholders can foster trust, align policies with grassroots needs, and attract private investments to support agricultural initiatives.

Supporting Farmers Through Advocacy: Public relations campaigns should also focus on advocating for better policies and interventions to support farmers, such as improved access to inputs, technology, and financial services. Highlighting the challenges faced by farmers, such as insecurity, and calling for action will help galvanize support from policymakers and other key stakeholders.

Urban Agriculture and Maximizing Available Land: Encouraging urban Nigerians to use available spaces for farming can increase food production and reduce dependency on imports. Stakeholders can initiate community-based urban agriculture programs, leveraging public relations to educate urban dwellers on the benefits of small-scale farming.

Leveraging Digital Platforms: To effectively change perceptions and influence behaviors, leveraging digital platforms such as social media is crucial. These platforms can reach diverse audiences, particularly the youth, with content that shows agriculture as innovative, technology-driven, and economically viable. Stakeholders should collaborate with influencers and use digital storytelling to promote the opportunities in agriculture.

Addressing Insecurity and Providing Support for Farmers: The issue of insecurity needs urgent attention, as it significantly impacts agricultural productivity. Public relations campaigns can raise awareness about the plight of farmers and push for measures that ensure their safety. Additionally, such campaigns can encourage community-level support for farmers, making rural agriculture more resilient.

The strategic deployment of public relations can serve as a catalyst for transforming agriculture in Nigeria, driving increased interest, investment, and support for the sector. By reshaping the narrative, agriculture can be positioned as an integral part of national prosperity, attracting the next generation of agripreneurs and ensuring food security for all Nigerians.”