Keyword : Public Relations, Combat Misinformation, Promote Evidence-Based, Policies, Sustainable Development
Author(s) : Santas Tsegyu, PhD, Suleiman Garba & Usaman Muhammad
Abstract :
Public relations (PR) plays a crucial role in shaping public opinion and influencing decision-making processes, especially in the context of sustainable development. Accurate information is vital for achieving sustainable development goals, but the prevalence of misinformation poses significant challenges. Misinformation undermines public trust, instills skepticism, and hampers the implementation of evidence-based policies. To address this issue, strategic PR initiatives are paramount in disseminating accurate information and countering false narratives. However, there is a knowledge gap regarding the most effective PR strategies and methodologies to combat misinformation and promote evidence-based policies for sustainable development. This study aimed to bridge that gap by investigating the utilisation of PR techniques in achieving these goals. The objectives were to identify challenges and misconceptions surrounding sustainable development, explore effective PR strategies, and assess their impact on public attitudes and behaviours. In this study, a mixed-methods research design was employed, combining qualitative and quantitative approaches. The population included public relations professionals, policymakers, stakeholders involved in sustainable development, and the general public. The sample size for the qualitative component (interviews) aimed to achieve data saturation, typically involving 15 participants. For the quantitative component (surveys), a representative sample size of 110 participants from the general public was targeted. Purposive sampling was used for qualitative interviews, while a combination of convenience sampling and stratified random sampling was used for surveys. The study concluded that utilising PR techniques is essential in combating misinformation and promoting evidence-based policies for sustainable development. By leveraging effective communication strategies and collaborations, PR professionals can dispel misinformation, foster public trust, and facilitate the implementation of sustainable development policies. Recommendations encompass enhancing media literacy and critical thinking skills, fostering collaboration between PR professionals,
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