An Appraisal of Public Relations Approaches in the Execution of Central Banks Anchor Borrowers’ Programme in Taraba State

Abstract

The launch of the Anchor Borrowers’ Programme (ABP), by President Muhammadu Buhari in 2015 with the objective of creating a linkage between anchor companies involved in the processing of agricultural products and smallholder farmers (SHFs) came with its attendant challenges. Key among these challenges was the needed awareness to get farmers and other stakeholders in the agricultural value chain to key into the programme. In Taraba State, there were indications that a lot of farmers were unaware of the programme. This lack of awareness necessitated this study; An Appraisal of Public Relations Approaches in the Execution of the Central Bank Anchor Borrowers Programme in Taraba State. The study examines the public relations approaches used in the execution of the ABP in Taraba State and the impact of the strategies used. Two-way symmetrical model of public relations was adopted by the study. The study adopted qualitative research designs using interview as an instrument of data collection. Findings revealed that even though public relations were used, the strategies used were not enough to achieve the desired impact or result. The study therefore, concludes that public relations was not effectively utilized in the execution of the of the Central Bank Anchor Borrowers Programme in Taraba State. The study recommends that since Public Relations has proven to be an effective tool in awareness creation, it should be aggressively used by NIRSAL in creating awareness about the ABP in Taraba State. The study also recommends that public relations strategies such as community relations, media relations, and stakeholders’ meetings, advertising, press releases, workshops and traditional communication among others should be adequately used and sustained by NIRSAL for more impactful result as far as ABP is concern in Taraba State.