Abstract:

This study investigates the awareness and understanding of the usage and challenges of the digital public relation to the farmers in Lagos state. In-depth interview was adopted to elicit information from a cross-section of four PR practitioners. They were purposively selected to provide necessary information on the adoption of Digital Public Relations in farming. The Two-Symmetrical public relations model by James Grunig was adopted to explain the issues raised. The findings of the study call for the use of other channels of communication such as the new (digital) media, also known as digital public relations, to increase the dissemination and sharing of agricultural information to farmers. Findings suggest that the use of Facebook, email and text messages are valuable assets to the communication strategy.