Browsing by Author "Njeri, Muchoki Christine"

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    The Role of Participatory Communication in Enhancing Sustainable Corporate Social Responsibility (CSR) Projects: A Case of Lewa Wildlife Conservancy.
    (Daystar University, School of Communication, 2024) Njeri, Muchoki Christine
    The purpose of this research was to explore the role of participatory communication in enhancing sustainable Corporate Social Responsibility (CSR) projects at Lewa Wildlife Conservancy (LWC). The objectives guiding the study were to find out the channels of communication used between LWC and the community in CSR, to explore the level of Kisima Ward community members’ participation in the Lewa Wildlife Conservancy's CSR, and to establish the perceived effects of participatory participation on the sustainability of Lewa Wildlife Conservancy's CSR projects. This study was guided by the Participatory Communication Paradigm and the Pyramid of Social Responsibility. A descriptive research design was used. The sample was identified through purposive sampling, and data was generated using Focus Group Discussions (FGDs) and key informant interviews. The study had a sample size of fourteen focus group discussions comprising of community members of Kisima Ward. Five interviews were conducted with officials from the LWC. Thematic analysis, which included the classification of data into emerging themes, was used to analyze the data. The study established that participatory communication was dismally incorporated in the CSR programs as carried out by LWC. The communities surrounding the conservancy appreciated assistance in areas of education, infrastructure development, food relief, security measures, healthcare, financial allocation for enterprise development, and piped water systems. At the same time, the community decried the low employment rate of the locals at LWC, women's prominence against men and youth in the formation of groups and in the support offered to them, as well as unequal distribution of resources amongst the community. The study recommended that organizations implement participatory communication and monitoring and evaluation strategies to assess beneficiary and stakeholder involvement in CSR project implementation, ensuring long-term sustainability