Strategic Communication of Corporate Social Investment via Broadcast Media: Reputation Management Perspective in Rivers, Nigeria

This study assessed the strategic communication of corporate social investment via broadcast media: reputation management perspective in Rivers State, Nigeria. The stakeholder and attribution theories were anchored as a theoretical framework. This study adopted the pragmatism research philosophy and employed a descriptive survey research design. The study population comprised residents of Port Harcourt and other urban and semi-urban communities in Rivers State who were regular listeners of local radio and television stations, estimated at 1,250,000 based on data from the National Bureau of Statistics (2026). A sample size of 384 respondents was determined using the formula by Krejcie and Morgan’s (1970). Data were collected using a structured questionnaire containing closed-ended questions and an interview schedule. Quantitative data were analyzed using descriptive and inferential statistics, including mean and standard deviation, and regression analysis to determine relationships among variables. Thematic content analysis was used to obtain qualitative insights from open-ended responses. Broadcast media significantly influenced stakeholders’ awareness of corporate social investment initiatives in Rivers State. Both quantitative and qualitative data indicated that stakeholders were informed about corporate projects through radio and television, with repeated exposure and culturally relevant programming enhancing comprehension and recall. Respondents reported that messages delivered through trusted broadcast channels increased their knowledge of ongoing initiatives and motivated them to engage with community development programs. The study concluded that broadcast media serves as a critical tool for enhancing stakeholders’ awareness of CSIS initiatives in Rivers State. Radio and television effectively disseminate information, increase knowledge retention, and ensure that community members are informed about corporate activities, emphasizing the strategic role of mass media in bridging communication gaps between organizations and their stakeholders. The study recommends that the broadcast media enhance stakeholder awareness, and that corporate organizations in Rivers State, in collaboration with local radio and television stations, develop structured and culturally relevant communication programs to ensure the widespread dissemination of corporate social investment initiatives