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PUBLIC RELATIONS STRATEGIES IN ENVIRONMENTAL ADVOCACY: A CASE STUDY OF NGO CAMPAIGNS IN YENAGOA, BAYELSA STATE.
Abstract
This thesis examines public relations strategies employed by non-governmental organizations (NGOs) in environmental advocacy, with a case study of campaigns in Yenagoa, Bayelsa State, Nigeria. The study focuses on how NGOs use communication tools such as awareness campaigns, community engagement, media relations, stakeholder dialogues, and digital advocacy to address environmental issues like oil pollution, climate change impacts, coastal erosion, and ecosystem degradation in the Niger Delta region. The methodology adopted is a mixed-methods case study approach, combining qualitative in-depth interviews with NGO representatives, community leaders, and stakeholders, alongside quantitative surveys of 350 residents in Yenagoa to assess campaign reach, perception, and behavioral influence. Data were analyzed using thematic analysis for qualitative insights and descriptive/inferential statistics for survey results. Findings reveal that NGOs rely on community mobilization, radio narratives, and partnerships for effective advocacy, though challenges like limited funding, government resistance, and misinformation hinder impact. The research highlights the critical role of strategic public relations in fostering environmental stewardship and policy change in oil-impacted areas like Yenagoa, recommending integrated, inclusive communication approaches for greater sustainability.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Environmental degradation in the Niger Delta, particularly in Bayelsa State, remains one of Nigeria’s most pressing crises, driven by decades of oil exploration, spills, gas flaring, coastal erosion, flooding, and biodiversity loss (Bayelsa State Oil and Environmental Commission, as referenced in reports). Yenagoa, the state capital, serves as a focal point for advocacy due to its proximity to impacted communities, hosting numerous NGO offices and campaign activities amid high vulnerability to climate change and pollution effects.
NGOs have emerged as key actors in environmental advocacy, filling gaps left by government and corporate responses through public relations strategies that emphasize awareness creation, community empowerment, stakeholder engagement, and policy influence. These organizations employ tools such as public campaigns, media outreach, training workshops, radio programs, and grassroots mobilization to raise awareness, demand accountability from oil companies, and promote sustainable practices like afforestation and waste management (Health of Mother Earth Foundation, 2024; Centre for Environment, Human Rights and Development, various reports).
In Yenagoa and surrounding areas, campaigns often target oil pollution in coastal communities, wildlife conservation, climate adaptation, and restoration of degraded ecosystems. For instance, initiatives involve training residents on advocacy skills, organizing clean-up drives, tree-planting exercises, and dialogues with stakeholders to push for environmental justice and green economy development (AAPW projects in Bayelsa; Nigerian Environmental Society Bayelsa Chapter activities, 2024). Public relations approaches include strategic communication via local radio for narrative building, partnerships with media for visibility, and community-led actions to foster participation and behavioral change toward sustainability.
Recent efforts highlight collaborations between NGOs, universities (e.g., Federal University Otuoke, Niger Delta University), and government bodies for events like World Environment Day initiatives, which sensitize populations on stewardship and sustainable practices (Sage Advance, 2024). Digital and traditional media amplify these messages, though challenges persist in reaching underserved groups and countering narratives that downplay pollution severity. This context underscores the importance of evaluating how public relations strategies enable NGOs to mobilize support, influence perceptions, and drive tangible environmental outcomes in Yenagoa.
1.2 Statement of the Problem
Despite ongoing NGO campaigns in Yenagoa, environmental degradation in Bayelsa State continues unabated, with persistent oil spills, habitat destruction, health risks, and climate vulnerabilities disproportionately affecting local communities (reports on Niger Delta pollution). While NGOs deploy various public relations strategies ranging from awareness campaigns and stakeholder dialogues to media engagements, their effectiveness in achieving sustained behavioral change, policy reforms, or corporate accountability remains inconsistent.
Key issues include limited resources constraining campaign scale, reactive rather than proactive approaches, insufficient integration of digital tools for broader reach, and perceptions of advocacy as confrontational, leading to resistance from authorities or corporations (Touitou et al., 2025; studies on PR in environmental remediation). In Yenagoa, where urban-rural dynamics intersect with oil impacts, campaigns often struggle with low community trust, misinformation, and inadequate evaluation of communication outcomes, resulting in partial awareness but limited long-term action on issues like pollution remediation or conservation finance.
The absence of comprehensive case-specific assessments hinders understanding of which PR strategies (e.g., dialogic communication, narrative framing via radio, or inclusive engagement) yield optimal results in this high-stakes context. This gap limits NGOs’ ability to refine approaches, secure funding, and contribute effectively to sustainable development in Bayelsa State.
1.3 Objectives of the Study
- Identify public relations strategies used by NGOs in environmental advocacy campaigns in Yenagoa.
- Assess the reach and perception of these campaigns among local communities.
- Evaluate the effectiveness of PR tools in influencing attitudes and behaviors toward environmental issues.
- Examine challenges faced by NGOs in implementing PR strategies in Bayelsa State.
- Recommend improved public relations approaches for enhanced advocacy impact.
1.4 Research Questions
- What public relations strategies do NGOs employ in environmental advocacy campaigns in Yenagoa?
- How do local communities in Yenagoa perceive and engage with these campaigns?
- To what extent do PR tools influence attitudes and behaviors related to environmental protection?
- What challenges limit the effectiveness of PR strategies in Bayelsa State’s NGO campaigns?
- What recommendations can enhance public relations in environmental advocacy?
1.5 Significance of the Study
This study offers insights for NGOs to refine communication strategies, improving campaign efficacy and resource utilization in Yenagoa. It informs policymakers and stakeholders on leveraging PR for environmental governance in the Niger Delta, contributes to scholarship on strategic communication in advocacy, and supports community empowerment for sustainable practices.
1.6 Scope of the Study
The study focuses on NGO-led environmental advocacy campaigns in Yenagoa, Bayelsa State, from 2020 to 2025, emphasizing oil pollution, climate change, and conservation efforts. It examines selected NGOs active in the area, using case study methods within this geographic and temporal boundary.
1.7 Limitations of the Study
Access to NGO representatives and sensitive community data may be restricted due to security or trust issues in the Niger Delta. Self-reported responses could introduce bias, and the case study focus limits generalizability beyond Yenagoa. Resource constraints may affect sample size and depth.
1.8 Definition of Terms
- Public Relations Strategies: Planned communication efforts to build relationships, manage perceptions, and influence behaviors in advocacy contexts.
- Environmental Advocacy: Actions by NGOs to promote protection, restoration, and sustainable management of natural resources.
- NGO Campaigns: Organized initiatives by non-governmental organizations for awareness, mobilization, and change on environmental issues.
- Stakeholder Engagement: Interactive processes involving communities, government, and corporations in environmental decision-making.
References
Health of Mother Earth Foundation. (2024). NGO takes campaign against oil pollution to Bayelsa coastal communities. The Sun Nigeria. https://thesun.ng/ngo-takes-campaign-against-oil-pollution-to-bayelsa-coastal-communities-2
Nigerian Environmental Society Bayelsa State Chapter. (2024). World Environment Day 2024 initiatives in Bayelsa State. Sage Advance. https://advance.sagepub.com/users/467025/articles/1221396-world-environment-day-2024-initiatives-in-bayelsa-state-promoting-environmental-stewardship-and-sustainable-practices-a-collaboration-between-federal-university-otuoke-niger-delta-university-and-the-nigerian-environmental-society
Touitou, T. C., Ekeh, C. M., Odigbo, B. E., & Ngwoke, O. U. (2025). Public relations as a strategic tool to combat environmental pollution in Abuja, Nigeria for national development. Seybold Report Journal, 20(8), 26–45. https://doi.org/10.5281/zenodo.16629636
Centre for Environment, Human Rights and Development (CEHRD). (2021). Annual report. https://cehrd.org.ng/wp-content/uploads/2021/02/CEHRD_2016_Annual__Report.pdf
AAPW. (n.d.). Advancing community capacity to mitigate climate change and develop green and blue economy in the Niger Delta. https://aapw.org/mitigating-climate-change
Environmental Rights Action (ERA). (2023). Annual report. https://erafoen.org/wp-content/uploads/2023/04/ERA-Annual-Report-2022-.pdf
Ijeoma, V. O. (2025). Impact of environmental public relations management on sustainable development of Niger-Delta region, Nigeria. ResearchGate. https://www.researchgate.net/publication/393662225_IMPACT_OF_ENVIRONMENTAL_PUBLIC_RELATIONS_MANAGEMENT_ON_SUSTAINABLE_DEVELOPMENT_OF_NIGER-DELTA_REGION_NIGERIA_IJEOMA_VITUS_ODINAKACHUKWU