STRATEGIC PUBLIC RELATIONS IN WILDLIFE CONSERVATION FINANCE: INNOVATIONS, CHALLENGES, AND SUSTAINABLE PRACTICES IN THE NIGER DELTA, NIGERIA

This study evaluated strategic public relations in wildlife conservation finance: innovations, challenges, and sustainable practices in the Niger Delta, Nigeria. This study anchored on excellent theory of public relations. This study employed a qualitative research method using in-depth interviews to gather rich, detailed insights into the role of PR in Niger Delta’s wildlife conservation finance. This study included 120 key stakeholders in conservation efforts within the region, such as government officials, representatives from non-governmental organizations (NGOs) involved in environmental conservation, corporate bodies, local community leaders, and public relations professionals working within the conservation sector. The sample size for the study is comprised of 20 participants, ensuring a diverse range of perspectives while maintaining a manageable group size for in-depth interviews. Purposive sampling was used for this study and data collection was carried out through semi-structured interviews. The data were analysed using thematic analysis, where patterns and key themes related to the role of PR in securing conservation finance were identified and interpreted. The findings revealed that PR plays a critical role in mobilizing financial resources for wildlife conservation in the Niger Delta by raising awareness, shaping positive narratives, and facilitating connections between conservation initiatives and potential investors, both public and private, thus positioning conservation as an economic, social, and environmental priority. The study concluded that that public relations plays a vital role in mobilizing financial resources for wildlife conservation in the Niger Delta by effectively raising awareness, shaping positive perceptions, and connecting conservation initiatives with potential financial backers, thereby highlighting the need for strategic PR efforts to secure sustainable funding for conservation projects. The study recommended that Conservation organizations in the Niger Delta should invest in professional PR strategies to effectively raise awareness and attract diverse financial resources from both public and private sectors.