Community Relations Strategy and Corporate Image: An Analysis of Oil Producing Firms in Rivers State, Nigeria


Published: 2024-01-29

Page: 42-52

Beatrice Hogan Ekpo *

University of Port Harcourt Business School, Nigeria.

Emeka J. Okereke

University of Port Harcourt Business School, Nigeria.

G. O. Omojefe

Department of Finance and Banking, University of Port Harcourt, Nigeria.

*Author to whom correspondence should be addressed.


From history, the relationship between oil producing firms and their host communities in Rivers State has been frosty, with some oil companies coming out of certain crisis with bad images. What we intend to achieve with this study is determining if whatever negative image of oil producing firms can be reverse to good one through community relations strategy and whether certain community relations strategy can build good corporate image. Using the Yamane formula, we estimated a sample of 399, only using responses of 387 after screening of the questionnaires. We distributed the questionnaire after validity and reliability were confirmed. The estimation of the responses got were performed using descriptive tools of frequencies and percentages. Also, the hypothesized relationship was tested using Pearson correlation method. Our result emphasized the importance of community relations strategy in building good image for oil producing firms. Community relations strategy, manifesting in compromising and collaborating strategies ensure the oil producing firms are perceived by the community and employees in a good light. Relaxing the use of forcing strategy also achieved this feat. To be perceived positively, we suggest that oil producing firms should engage with the community through town hall meetings, which should be done regularly, to discuss the interest of every stakeholder and collaborate in ensuring that resolution and programmes are implemented to the letter.

Keywords: Community relations strategy, corporate image, oil producing firms

How to Cite

Ekpo, B. H., Okereke , E. J., & Omojefe , G. O. (2024). Community Relations Strategy and Corporate Image: An Analysis of Oil Producing Firms in Rivers State, Nigeria. Asian Journal of Economics, Finance and Management, 6(1), 42–52. Retrieved from


Download data is not yet available.


Oparaugo B. Role of public relations in corporate image building and sustenance. International Journal of Applied Research in Business and Management. 2021;2(1): 26-37.

Abdulkareem AT, Abdulfatai I. Corporate reputation and business performance: Evidence from service firm in Nigeria. African Scholar Journal of Management Science and Entrepreneurship. 2020;19(7): 91-110.

Ugwunwanyi A, Nwosu S, Otika U, Osuagwu O. Corporate reputation and customer satisfaction in the telecommunication industry in Nigeria. African Journal of Social Sciences and Humanities Research. 2021;4(4):107-125.

Agu AO, Esther MN, Nonyelum UJ. Effect of corporate reputation on the performance of the selected commercial bank in Enugu State, Nigeria. International Journal of Management Excellence (ISSN: 2292-1648). 2017;10(1):1214-1221.

Elum ZA, Mopipi K, Henri-Ukoha A. Oil exploitation and its socioeconomic effects on the Niger Delta region of Nigeria. Environmental Science and Pollution Research. 2016;23:12880-12889.

Head BW. Community engagement: Participation on whose terms?. Australian Journal of Political Science. 2007;42(3): 441-454.

Asante MKI. Communication and the Pan-African dimension to community. African Communication Research. 2011;4(1):139-152.

Center AH, Jackson P, Smith S, Stansberry FR. Public relations practices: Managerial case studies and problems. Pearson Prentice Hall; 2008.

Mandina SP, Maravire CV, Masere VS. Effectiveness of corporate social responsibility in enhancing company ima`ge. Journal of Applied Business and Economics. 2014;16(3):152-170.

Singh S. Investigating the role of public relation in corporate image and crisis management. International Research Journal of Modernization in Engineering Technology and Science. 2022;4.

Ifeoma AR, Purity NO, Patient NC. Corporate reputation and performance of telecommunication companies in Enugu State, Nigeria. International Journal of Academic Research in Business & Social Sciences. 2021;11(4):858-867.

Ibrahim UA, Abubakar A. Assessing the influence of corporate social responsibility on organizational image in selected food and beverage companies in Nigeria. Science Journal of Business and Management. 2020;8(1);27-34.

Muthoni DM, Kinyua GM. Corporate reputation and firm performance: An empirical analysis of motor vehicle assemblers in Nairobi city county, Kenya. Journal of Business and Economic Development. 2020;5(2):73-81.

Ahmed E, Khan AW, Minhas S. Role of organizational public relations in image building of publics: A case study of Coca Cola Pakistan. Journal Global Regional Review (Online). 2019;4.

Ogheneruemu OL. Effects of community relations on the corporate image of the warri refining and petrochemical company, Ubeji. Lapai International Journal of Management and Social Sciences. 2019; 11(1):97-115.

Nwaonu NC, Ahamefula EG. Corporate Social Responsibility and Corporate Reputation: A Study of Dufil Prima Foods Ltd Port Harcourt, Nigeria. International Journal of Social Sciences and Management Research. 2017;3(8):1-12.

Agboola MG, Olabowale E, Osunde C, Akinbode M, Borishade T. Public relations strategy: A tool for building organizational corporate image. innovation management and education excellence vision 2020: Regional Development to Global Economic Growth; 2016.

Amujo OC, Adeyinka Laninhun B, Otubanjo O, Olufunmilayo Ajala V. Impact of corporate social irresponsibility on the corporate image and reputation of multinational oil corporations in Nigeria. In Corporate social irresponsibility: A challenging concept. Emerald Group Publishing Limited. 2012;263- 293.