Title: COMMUNICATION SKILLS NEEDED BY OPERATORS OF AGRICULTURAL SMALL AND MEDIUM SCALE ENTERPRISES FOR EFFECTIVE PUBLIC RELATIONS IN ENUGU STATE

Authors:
Udensi, E. O. & Ugwuede, A. A.

Abstract: Abstract The study focused on communication skills needed by operators of Agricultural Small and Medium Scale Enterprises (ASMEs) in Enugu State, for effective public relations. The study was guided by three research questions and three hypotheses. The population for the study was 76, made up of 50 males and 26 female managers of registered agricultural small and medium scale enterprises in Enugu State. The entire population was studied because of its manageable size. The instrument for data collection was 21 items questionnaire validated by three experts, one each from Business Education Programme, Agricultural Education Programme and Measurement & Evaluation Unit of Enugu State University of Science and Technology. The reliability of the instrument was determined using Cronbach Alpha which yielded a coefficient of 0.82. Data was collected by the researcher with the help of three assistants selected based on their familiarity with the study area. Mean was used for data analysis and the null hypotheses tested with t-test statistics. The researcher found out that the operators of ASMEs need ability to present oral reports, construct mailable letters and speak the local language among others as communication skills. Based on the findings, it was recommended among other things that the identified communication skills should be utilized by individuals in the ASMEs for effective public relations in the business. Key words: Agri-business, Operators, Public relations, Communication and Skills.

Publication Date: 2018-12-06