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