Assessment of Communication Strategies of Non-Governmental Organisations in Jos, Plateau State

Non-governmental organisations operating in conflict-affected communities must navigate sensitive communication environments, and their strategic communication choices significantly affect both programme uptake and community trust. This study assessed the communication strategies used by NGOs operating in conflict-affected communities in Jos, Plateau State, North Central Nigeria. A qualitative case study design was adopted, drawing on semi-structured interviews with communications officers from ten NGOs operating in Jos North, Riyom, and Barkin Ladi, supplemented by document analysis of NGO communication materials and reports from 2020 to 2023. Thematic analysis identified communication strategy patterns. Results showed that community engagement through trusted local intermediaries such as religious leaders, women's groups, and traditional rulers was the dominant communication strategy across all ten organisations. Face-to-face community dialogue was preferred over mass media channels by eight of ten NGOs, attributed to media distrust in conflict-affected communities. Social media was used primarily for donor communication and international reporting rather than community-facing programming. Conflict sensitivity in message design was practised formally (with documented conflict sensitivity assessments) in only four of ten organisations. Language inclusivity, offering materials in Hausa, Berom, and English, was maintained by seven NGOs. The study concludes that NGO communication in Jos is generally community-centred but would benefit from formalised conflict sensitivity frameworks. Recommendations include cross-NGO communication capacity sharing platforms and coordinated community communication mapping.

Keywords: NGO communication, conflict sensitivity, Plateau State, community engagement, development communication