Effect of the Application of the traditional Media in Projecting A Favourable Image of A Manufacturing Firm in Nigeria: A Study of Innoson Group of Companies

Abstract

An organizational image is the “shared meanings, attitudes, knowledge, and opinions’ of organizational stakeholders, influenced, at least in part, by strategic communications emanating from the organization. Organizational images are created and sustained by both organizations and stakeholders; while the organization is actively attempting to project a particular image of herself, stakeholders are forming perceptions of the organization. In communicating an organization’s policies, programmes, activities and further projecting its image, traditional media which tend to appeal to both rural and urban dwellers come to mind.  However, most organizations seem to be ignorant of the significance and efficacy of the usage of traditional media thereby leading to the organization recording low patronage; having few loyal customers; weak financial impact; and negative perception of the organization. The main objective of this study was to determine the effect of traditional media in projecting the image of Innoson Group of Companies. The population for this study comprised of selected management and staff of Innoson Group of companies on one hand and publics of Innoson group of companies. Data were tested using simple percentages, Pearson Moment Correlation Coefficient and Regression analyses at 0.05 level of significance. Findings from the study showed that: Demonstrations as traditional media tool to a large extent positively influence public perception of Innoson Group of Companies (r = 0.764; F = 418.677; p<0.05). There is a significant relationship between fair as a traditional media tool and public support (r =. 955, P<.05). It was concluded that usage of traditional media (demonstration and fair) serve as credible tools and are capable of influencing the image of political candidates in Nigeria. The study therefore recommended that the management of Innoson group of companies should as much as possible recognize, appreciate and attach importance to usage of traditional media tools, as such may be the needed inputs for the growth, development and revamping/boosting the image of the company.

Keywords: Agenda Setting Media Theory, Organisational Image, Traditional Media, image


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