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.