An Evaluation of the Corporate Communication Strategies of the Federal Road Safety Corps (FRSC) in Building its Image in Enugu State.
ABSTRACT
This study evaluates the corporate communication strategies of FRSC in building its image. The study was built on Frank Jefkin’s transfer process model and the image restoration theory.
Using survey research design, the study sampled 156 respondents which was got from a population of 3,257, 298 residents of Enugu state. An error limit of 0.08, was applied to the Taro Yamani’s formula in order to obtain the sample size. The study made use of questionnaire as the research instrument.
Using simple percentages and frequency distribution tables in analyzing the data, the study found out that majority of the respondents know about the corporate communication strategies of the FRSC to include; ember month rallies seminars and workshops, servicom units but that more than half of the respondents do not know about the FRSC facebook page.
The study further revealed that poor implementation of these corporate communication strategies and corruption among FRSC officials undermine the effectiveness of these strategies.
The findings also indicated that corporate communication is a veritable tool to build the image of FRSC, if it is well imbibed by the staff, will create confidence in its services to the public.
The study recommends that future image management programmes should offer specific solutions to image challenges and this can only be realized through an extensive research based effort incorporated into corporate communication programmes.
It also recommends that there should be periodic monitory and evaluation of these strategies.
TABLE OF CONTENTS
Title page – – – – – – – – – – i
Certification – – – – – – – – – – ii
Dedication – – – – – – – – – – iii
Acknowledgment – – — – – – – – – iv
Table of Content – – – – – – – – – v
List of Table – – – – – – – – – – viii
Abstract – – – – – – – – – – ix
CHAPTER ONE INTRODUCTION
1.1 Background of Study – – – – – – – – 1
1.1.1 Historical Overview of the FRSC – – – – – – 6
1.1.2 The Nature of FRSC Corporate Communication – – – – 7
1.1.3 FRSC as a Brand – – – – – – – – 8
1.2 Statement of Problem – – – – – – – – 9
1.3 Objectives of the Study – – – – – – – 9
1.4 Research Questions – – – – – – – – 10
1.5 Significance of the Study.– – – – – – – 10
1.6 Scope of Study – – – – — – – – – 11
1.7 Definition of Terms – – – – – – – – 11
REFERENCES
CHAPTER TWO: LITERATURE REVIEW
2.1 Focus of Review. – – – – – – – – 16
2.2 The Review Itself – – – – – – – – 16
2.3 Theoretical Framework — – – – – – – 316
REFERENCES
CHAPTER THREE: METHODOLOGY
3.1 Research Design – – – – – – – – – 41
3.2 Population of Study – – – – – – – – 41
3.3 Sample Size – – — – – – – – – 42
3.4 Sampling Technique- – – – – – 43
3.5 Instrument of Data Collection – – – – – – – 44
3.6 Validity / Reliability of Research Instrument – – – – 44
3.7 Method of Data Administration – – – – – – – 45
3.8 Method of Data Analysis – – – – – – – 45
3.9 Limitation of Study- – – – – – – 46
REFERENCE
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Presentation of Data – – – – – – – – 48
4.2 Discussion of Findings – – – – – – – – 60
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
1.5 Summary — – – – – – – – – 64
5.2 Conclusion – – – – – – – – – 66
5.3 Recommendation – – – – – – – – 67
Bibliography – – – – – – – – – 68
INTRODUCTION
1.1 Background of Study
The views of the publics about an organization tell the level of acceptability of that organization to its numerous publics. This depends on the organizations communication strategy.
In support of this view, Udeze (2005:1), assert that, “communication is the epicenter of human society… communication can lead to wars or end wars”.
It is unfortunate that, because we all engage in communication everyday, we tend to assume too much knowledge of it.
In line with this, Benson-Eluwa (1998:1), writes that, because we take it for granted, we tend to make many unpardonable mistake that do not only affect our personal and professional image but also the image of our organizations
According to Dominick (2002:351) the earliest forms of image management can be linked to Bethmann Lee; a journalist in America who resigned to open a public relations consultant firm in 1903. His first major assignment was to reposition the image of the battered Anthracite coal firm in America.
Today the practice has spread to the extent that many institutions/organizations and even individuals have seen the need to either reposition or sell their image to the society for a better perception or profit maximization.
Studies, over the years, have shown that corporate communication have been used by organizations in their quest to improve their corporate image.
REFERENCES
Adeojoh, J.A. (1997). The public perception of the image of local governments: A case study of Olamaboro L.G.A of Kogi state. MA thesis. mass communication, UNN.
Anastas, P. (2004). Public relations. The profession and the practice. New York: McGrawHill.
Balmer, J. & Greyser, S. (2006). Corporate marketing. Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, (7/8), 730-
Benoit, W. (1995). Accounts, excuses, and apologies: A theory of image restoration Strategies. Albany: State University of New York Press.
Benson-Eluwa, V. (1998). The practice of human, industrial and public relations. Enugu: Magnet Business.
Bloemer, J. & de Ruyter, K. (1998). Investigating drivers of bank loyalty: The complex relationship between image, service quality’, International Journal of Bank Marketing, 16, 276–286.
Bovee. C.L & Arens, W. (1992). Contemporary advertising. U.S.A: Von Hoffman.