PUBLIC RELATIONS STRATEGIES AND CORPORATE IMAGE: EVIDENCE FROM MULTINATIONALS IN RIVERS STATE

This study appraises the public relations (PR) strategies of selected multinational companies in Rivers State, focusing on Pabod Breweries and Daewoo Nigeria Limited. The study population comprised managers of both companies and residents of their host communities. Using a multistage sampling technique, a total sample size of 398 respondents was drawn, with purposive sampling employed to select participants. Questionnaires were used as the primary data collection instrument, validated for face and content by experts, and tested for reliability using the Cronbach Alpha coefficient. Data were analyzed using tables, percentages, and weighted mean scores on a four-point Likert scale. Findings indicate that PR practices of Pabod Breweries (60.7%) were more effective than those of Daewoo Nigeria Limited (44%). Both companies, however, maintain relationships with their host communities. The study concludes that evolving dynamics in host–corporate relations necessitate a review of corporate PR policies. It is recommended that multinational companies strategically revisit their PR policies to implement stakeholder-centered practices that align with organizational goals, enhanced by increased stakeholder engagement research.