TRADITIONAL COMMUNICATION AS AN AVENUE FOR PUBLIC RELATIONS AND ADVERTISING

Abstract

Traditional communication contents in African societies come in various forms, including publicity, news, directives, public relations and advertising. Advertising is done through display of the products on a table, tree stump or flagpole. They can also be done through the use of peripatetic hawkers and vendors to promote sales. On the other hand, the coordinated systems of information dissemination in traditional societies help promote publicity for commerce and goodwill. This in a sense serves both as advertising and public relations. This paper argues that the relatively small, closely-knit, well organized and weak economic systems of most rural societies of Nigeria portend goodwill, and that effective public relations and advertising are essential in building a healthy society and an economically vibrant people.