CORPORATE IMAGE, REPUTATION AND IDENTITY BUILDING THE ROLE OF ESBS FOR ENUGU STATE GOVERNMENT

ABSTRACT

This study is on the role of Enugu State Broadcasting Service in building the corporate image, reputation and identity of the Enugu State Government. It sought to find out; if the Enugu State government has any deliberate and sustainable policy/approach to building and managing its corporate image, reputation and identity; if the house style of ESBS in news management and general programming influences the citizens perception, opinions and views of Enugu State; and if in anyway the citizens views, opinions or the perceptions of Enugu State government influences their attitudes, understanding and acceptance of the state government’s policies and programmes. In achieving this study, the survey research design was adopted. The population study comprised of the civil servants and non-servants civil servants working in Enugu State, and a sample size of 300 was determined. The research instrument used in the study was the questionnaire. Data collected from the respondents were presented and discussed descriptively using frequency tables, percentages and charts. The various hypotheses were tested using the Z and Kendall’s W statistics, with the aid of the SPSS 17.0 software. The study revealed that ESBS influences the citizens on government policies and ideologies, Enugu State government guarantees ESBS media practitioners the same level of autonomy and independence in the discharge of their duties, ESBS effectively and equitably distributes information to the masses and ESBS allows citizens equal level of access to the media for the purposes of feedback. The study recommended that more autonomy should be given to the ESBS to perform her duties, and ESBS should imbibe modern ways of information communication and should be reengineered to meet up with the growing challenges of the new information age which has gone far being automated.