AN APPRAISAL OF CORPORATE COMMUNICATION STRATEGIES IN REBRANDING POWER HOLDING COMPANY A STUDY OF RIVERS STATE OPERATION

Abstract

The study appraised corporate communication strategies in rebranding Power Holding Company: A study of Rivers State operation. This study was motivated by the various challenges and complains against Power Holding service delivery in Rivers State. Part of the objectives of the study are to; identify the corporate communication strategies used in rebranding Power Holding Company Rivers State operation, ascertain the extent to which Power Holding Company operation keeps its customers and consumers abreast of trends and development of its activities, find out the activities portrayed by Power Holding Company Rivers State operation that battered its image,    examine the level of effectiveness of corporate communication strategies in rebranding Power Holding Company in Rivers State, etc. The study was anchored on the Stakeholder and Corporate Image theories. The study used the survey research design with the questionnaire as the instrument for data collection. A population of PHCN Rivers State operation stands at 4, 350. A sample size of 400 was drawn from the population using Taro Yamene’s formula as a guide. The study employed quota sampling technique and the instrument was randomly administered to the respondents. Data were presented in tables and questions analyzed using four point likert scale criterion mean. The findings showed that PHCN employed press release, press conference, promotion and discount, media relating events sponsorship, stakeholders meeting, use of SMS, Email and social media as corporate communication strategies in rebranding its image. The finding further indicated that PHCN Rivers State operation always keep its esteemed customers and consumers abreast of its trends and development. The finding also showed that PHCN use of corporate communication strategies in rebranding its image was very high and effective which produces positive results. It was also revealed that the problems which PHCN Rivers State operation faced were political interference and polices, bureaucratic bottlenecks, corruption and under staff. The study concluded that both federal and state governments are expected to come up with reliable polices that will promote quality, stable and constant supply of electricity in Nigeria so as to boost the socio-economic lives of the people. The study recommends that government should fund and provide modern equipment, train, retrain and provide every manpower to boost the efficiency of PHCN service in Nigeria especially River State operation.