Author(s): Abdullahi JZ, Ibeun BA, Garba AU, Abubakar GR, Ifejika PI, Olowosegun T and Ayanda BR

Abstract: Public relations (PR) play a critical role in strengthening communication between producers and consumers, particularly in the fisheries sector where perishability, weak branding, and limited market reach often hinder effective marketing. This study assessed PR functions-specifically social media management and market research-in the marketing and advertising of fisheries products in Kainji Lake Basin, Nigeria. A survey research design was adopted, using a simple random sampling technique to select respondents. A total of 70 questionnaires were distributed to fish farmers, with 60 valid responses returned (85.7% response rate). Data were analysed using descriptive statistics to capture frequencies and percentages. Findings revealed that social media platforms, especially Facebook and Twitter, were widely acknowledged by fish farmers as valuable tools for enhancing visibility, consumer trust, and feedback mechanisms. Approximately 71.7% of respondents agreed that social media significantly contributes to the marketing and advertising of fisheries products. Similarly, market research was recognized as an essential function, with 66.7% of farmers agreeing that it enables them to identify target customers, while 75.0% acknowledged its role in determining consumer-preferred fishery products. These outcomes underscore the importance of PR in bridging information gaps, improving market linkages, and aligning fish production with consumer demands. The study concludes that integrating PR functions such as digital engagement and market research into fisheries marketing strategies enhances competitiveness and sustainability in the sector. It recommends investment in capacity building, policy support for digital infrastructure, and systematic integration of PR into fisheries development programs to maximize market opportunities and contribute to food security.

DOI: 10.22271/fish.2025.v13.i6b.3186

Pages: 132-135  |  125 Views  56 Downloads

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