STRATEGIC CORPORATE COMMUNICATION AS A GLOBAL DIPLOMACY: BRANDING AFRICA FOR INTERNATIONAL ENGAGEMENT AND INVESTMENT

This study evaluated strategic corporate communication as a global diplomacy: Africa branding for international engagement and investment. This study anchored the nation branding and soft power theories. This study adopted the positivism research philosophy and a descriptive survey research design. The study population consisted of 210 communication and investment promotion professionals from selected African diplomatic missions, government communication units, and investment promotion agencies involved in international engagement activities. The population figure was obtained from the administrative staff records of the selected institutions compiled in 2024. A sample size of 137 respondents was determined using the Taro Yamane sampling formula. A simple random sampling technique was applied and structured data. The collected data were analyzed using descriptive statistics and regression analysis. The findings revealed that strategic corporate communication significantly shapes Africa’s global image, as respondents consistently agreed that coordinated messaging, media engagement, and diplomatic communication enhance the continent’s international awareness, credibility, and positive perception. The study concluded that strategic corporate communication is a critical tool for shaping Africa’s global image, as consistent messaging, media engagement, and diplomatic communication effectively enhance the continent’s credibility, visibility, and international appeal. The study recommended that African governments and diplomatic missions consistently implement strategic corporate communication campaigns to enhance the continent’s global image and international credibility.