An assessment of media engagement strategies on corporate reputation: A case study of an oil and gas company in Abuja.
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Background of the study
Media engagement strategies are critical for shaping corporate reputation, particularly for oil and gas companies operating in markets with high public scrutiny such as Abuja. This study assesses how an oil and gas company implements media engagement strategies—including press conferences, media interviews, and digital content distribution—to foster a positive corporate reputation. Effective media engagement can counteract negative publicity and highlight corporate social responsibility initiatives, thereby building trust among stakeholders (Adebola, 2023). The research explores the integration of traditional media with social media platforms to deliver a consistent message that reflects the company’s commitment to transparency and ethical practices. In an industry frequently under the lens for environmental and operational concerns, robust media engagement is essential for sustaining a favorable reputation. The study analyzes media coverage, sentiment analysis, and stakeholder feedback to measure the impact of these strategies on corporate reputation, providing insights into best practices for media engagement in the oil and gas sector.
Statement of the problem
Oil and gas companies in Abuja often encounter challenges in managing their corporate reputation due to inconsistent media engagement. Inadequate and fragmented communication efforts can lead to negative media coverage and public skepticism, thereby damaging the company’s image (Obi, 2024). This study seeks to identify the shortcomings in current media engagement strategies and propose comprehensive approaches to strengthen corporate reputation. The lack of a coordinated strategy hampers the ability to effectively communicate the company’s values and counteract adverse narratives, ultimately affecting stakeholder confidence and market performance.
Objectives of the study:
To assess the impact of media engagement on corporate reputation.
To identify effective media engagement practices in the oil and gas industry.
To recommend strategies for improving media engagement to enhance corporate reputation.
Research questions:
How do media engagement strategies influence corporate reputation?
What challenges hinder effective media engagement in the oil and gas sector?
How can companies optimize their media strategies for better reputation management?
Significance of the study
This study is significant as it provides insights into the role of media engagement in shaping corporate reputation for oil and gas companies. The findings will guide companies in developing integrated media strategies that enhance public perception and stakeholder trust, contributing to improved market performance. The research offers both theoretical and practical contributions to the field of corporate communication (Adebola, 2023).
Scope and limitations of the study:
The study is limited to the media engagement practices of a single oil and gas company in Abuja and focuses solely on corporate reputation. It does not address other operational or marketing aspects.
Definitions of terms:
Media Engagement Strategies: Methods used to interact with media to shape public perception (Ike, 2023).
Corporate Reputation: The overall public image and credibility of a company (Emeka, 2023).
Oil and Gas Company: A firm involved in the exploration, production, and distribution of oil and gas products (Oluwaseun, 2023).
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