Journal of Mass Communication & Journalism

An Evaluation of the Impact of Community Relations Programmers/Projects on Host Community- Company Relationship

Abstract

Kingsley Nworgu* and Odenigbo

This study was aimed at examining the impact of community relations strategy from the perspective of the community by evaluating a youth empowerment programme implemented by Nigerian Breweries in Awo-Omamma, located in Imo State, South East Nigeria. The study adopted the stakeholder theory of corporate social responsibility and come up with grounded theory known as the opinion swing theory based on the responses of the participants. Responses obtained from the beneficiaries of the youth empowerment programme were evaluated using quantitative and qualitative research designs, using questionnaire copies and interviews to gather data from the critical stakeholders such as the traditional rulers, community leaders, and youth leaders. Findings from the research indicate that the youth empowerment programme redefined the engagement process between the company and the community and provided evidence to support in further studies in strategic community relations in Nigeria beyond the oil industry interventions. Also, there was opinion swing in favour of the Nigerian Breweries plc company based on the positive disposition of the beneficiaries of the empowerment project towards the image of the company which stood at a total score of 86% for positive impression and 76% positive relationship.