| Abstract: |
This study investigated corporate reputation management by the Nigerian
Television Authority (NTA) in the South-East region within the era of digital media.
Driven by the rapid proliferation of digital communication platforms, decentralised
information flows, and growing competition from private broadcasting alternatives,
the study examined how NTA utilises digital public relations tools, fosters
stakeholder alliances, impacts public trust, and maintains market competitiveness.
Adopting a descriptive survey and cross-sectional research design, the study utilised
Cochran's formula to arrive at a sample size of 400 respondents distributed across
the five states of South-East Nigeria (Abia, Anambra, Ebonyi, Enugu, and Imo).
Primary data was collected via structured questionnaires hosted on Google Forms
and disseminated through online channels, complemented by virtual in-depth
interviews with 10 purposively selected NTA administrative and editorial personnel.
Data were analysed using descriptive statistics (mean and standard deviation) based
on a 4-point Likert scale. The findings revealed a low-to-moderate utilisation of
interactive digital PR tools (grand mean = 2.46) and a low overall impact on public
trust and viewership loyalty (grand mean = 2.48). Furthermore, while strategic
alliances with content creators and commercial advertisers demonstrated moderate
positive effects on audience appeal (grand mean = 2.60), NTA's overall PR strategy
exhibited low success in sustaining market competitiveness against digital-native
alternatives (grand mean = 2.33). The study concluded that legacy-bound public
broadcasters must transition from traditional top-down communication models to
proactive, data-driven digital engagement and transparent operational strategies. It
recommended the institutionalisation of real-time sentiment tracking, enhanced
online feedback mechanisms, and aggressive content collaborations to rebuild
institutional credibility and secure long-term viability in the digital media
ecosystem. |
