Community Relations Strategy and Corporate Image: An Analysis of Oil Producing Firms in Rivers State, Nigeria

From history, the relationship between oil producing firms and their host communities in Rivers State has been frosty, with some oil companies coming out of certain crisis with bad images. What we intend to achieve with this study is determining if whatever negative image of oil producing firms can be reverse to good one through community relations strategy and whether certain community relations strategy can build good corporate image. Using the Yamane formula, we estimated a sample of 399, only using responses of 387 after screening of the questionnaires. We distributed the questionnaire after validity and reliability were confirmed. The estimation of the responses got were performed using descriptive tools of frequencies and percentages. Also, the hypothesized relationship was tested using Pearson correlation method. Our result emphasized the importance of community relations strategy in building good image for oil producing firms. Community relations strategy, manifesting in compromising and collaborating strategies ensure the oil producing firms are perceived by the community and employees in a good light. Relaxing the use of forcing strategy also achieved this feat. To be perceived positively, we suggest that oil producing firms should engage with the community through town hall meetings, which should be done regularly, to discuss the interest of every stakeholder and collaborate in ensuring that resolution and programmes are implemented to the letter.