A comparative study of media relations on corporate image: Evidence from an oil company in Port Harcourt, Nigeria
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Background of the study
Media relations are a vital component of corporate communications, significantly impacting the public image of companies, especially in the oil industry. In Port Harcourt, oil companies operate in an environment where public scrutiny is intense, and effective media relations can help shape a positive corporate image. This study compares various media relations strategies employed by an oil company to determine their effectiveness in enhancing corporate image. Tactics such as press releases, media briefings, and proactive engagement with journalists are critical for disseminating accurate information and countering negative publicity (Okeke, 2023). Research indicates that robust media relations contribute to a more favorable corporate image and build stakeholder trust, which is essential for long-term business sustainability (Adenuga, 2024). However, challenges such as media bias, crisis situations, and regulatory pressures can complicate media relations efforts. This study examines these factors and evaluates the outcomes of different strategies through both qualitative and quantitative measures, providing a comparative analysis that aims to identify best practices for oil companies in Port Harcourt seeking to strengthen their corporate image (Ibrahim, 2025).
Statement of the problem
Oil companies in Port Harcourt face difficulties in managing media relations to maintain a positive corporate image amidst intense public and regulatory scrutiny. Inconsistent messaging and negative media coverage during crises can damage reputation and stakeholder trust (Chinwe, 2023). The lack of a unified media relations strategy further complicates efforts to project a favorable image, resulting in mixed public perceptions. This study seeks to address these issues by comparing different media relations strategies and evaluating their effectiveness in shaping corporate image. Without clear guidelines and best practices, oil companies risk suboptimal media engagement, which can adversely affect overall corporate reputation and long-term performance.
Objectives of the Study:
To compare media relations strategies and their impact on corporate image.
To evaluate the role of consistent messaging in shaping public perception.
To recommend best practices for effective media relations.
Research Questions:
How do various media relations strategies affect corporate image?
What role does consistent communication play in managing public perception?
Which media relations practices are most effective in enhancing corporate image?
Significance of the study (100 words):
This study is significant as it provides a comparative analysis of media relations strategies and their influence on corporate image for an oil company in Port Harcourt. The findings will offer actionable insights into best practices for managing media engagement and mitigating reputational risks. The research contributes to academic literature on corporate communications and supports practitioners in developing strategies that enhance stakeholder trust and long-term business sustainability.
Scope and Limitations of the Study:
This study is limited to examining media relations strategies and their impact on corporate image for an oil company in Port Harcourt. It does not extend to other industries or regions, and findings are influenced by local media dynamics.
Definitions of Terms:
Media Relations: The strategic management of relationships between an organization and the media.
Corporate Image: The perception of a company held by its stakeholders and the public.
Oil Company: A business engaged in the exploration, extraction, and marketing of oil and gas.
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