Analyzing the Effect of Communication Strategies on Governance Outcomes in Benue State, Nigeria

ABSTRACT

Background: Good governance can be said to be defined by transparency, accountability, and participation is fundamental to the state development. In Benue State of Nigeria, the government's ability to foster public trust and secure citizen buy-in for crucial policies is often hindered by suboptimal communication. This study empirically examines the relationship between the communication strategies employed by the Benue State Government and key governance outcomes: transparency, citizen participation, and public trust.

Methods: In this project work quantitative descriptive survey design was utilized for the work. Data were collected using a structured questionnaire administer to 450 respondents (citizens, civil servants, and local officials) across the three senatorial districts of Benue State. The instrument assesses perceived clarity, frequency, and two-way nature of government communication via various channels (traditional and new media). Pearson Correlation and Multiple Regression Analysis were used to test the relationships and predictives influence of communication effectiveness on governance indicators.

Results: Findings indicated that only about 35% of citizens perceive government communication as two-way. Correlation analysis showed a significant positive relationship between communication effectiveness and perceived transparency ($r = 0.68, p < 0.001$) and citizen participation ($r = 0.72, p < 0.001$). Regression analysis also further reveal that the perceived honesty and frequency of feedback mechanisms were the strongest positive predictors of public trust in the state government ($R^2 = 0.55, p < 0.001$). Traditional media like say radio remains the dominant channel in rural areas, while social media is preferred by urban youth.

Conclusion: The Benue State Government relies predominantly on a one ways communication model, which, despite its correlation with governance outcomes, creates a dialogue deficit. Enhancing a governance requires a urgent shifts to a strategic, dialogic communication model, particularly by leveraging local language media and formalizing feedback loops, to bolster transparency and restore public trust.