ABSTRACT

This study explores the effectiveness of public relations (PR) strategies in mitigating community conflicts and promoting sustainable rural development, using the recurring farmer-herder clashes in Elelu Village, located in the Erah community of Owan East Local Government Area, Edo State, Nigeria, as a case study. Drawing on both qualitative and quantitative data, the research examines how PR through dialogue facilitation, information management, stakeholder engagement, and media outreach has been deployed to address tensions between indigenous farmers and migratory herders. The findings reveal that proactive public relations initiatives, when locally grounded and culturally sensitive, play a vital role in conflict de-escalation, trust building, and fostering development-oriented cooperation. However, limitations such as government inaction, misinformation, and inadequate rural communication infrastructure hinder the full potential of PR efforts. The study concludes by recommending an integrated communication strategy involving traditional leaders, civil society, and state actors to institutionalize peacebuilding processes in conflict-prone rural areas. This research contributes to the growing discourse on strategic communication as a development tool in sub-Saharan Africa.