The Influence of External Communication Strategies on the Corporate Image of Non-Governmental Organizations in Kenya: A Case of World Vision Kenya
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Date
2023-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
The purpose of this study was to investigate the influence of external communication strategies on the corporate image of non-governmental organizations in Kenya. The organization investigated was World Vision Kenya. The study further sought to find out the external communication strategies adopted by World Vision Kenya, analyze the relationship between the WVK communication policy and implementation of external communication strategies within WVK and examine the influence of external communication strategies on the corporate image of World Vision Kenya. This study was guided by Munter’s Theory of Corporate Communication Framework. This study employed a correlational research design. The target population included 694 employees working at World Vision Kenya and its external stakeholders. 10% of the target population was used as a sample size of the study. Hence, the sample size was 69 respondents. Stratified and simple random sampling procedures were used to select the respondents from different departments to participate in the study. The external stakeholders were purposively selected. Questionnaires and interview guide were used to collect data from the respondents. Pilot study was conducted in order to establish the validity and reliability of the data collection instruments. The collected data was analyzed using both quantitative and qualitative data analysis approaches. Data from the questionnaire was coded and logged in the computer using Statistical Package for Social Science (SPSS). Quantitative approach involved both descriptive and inferential analysis. Descriptive analysis such as frequencies and percentages were used to present quantitative data in form of tables and graphs based on the major research questions. The data from the interview guide was analyzed qualitatively and integrated within the quantitative data. For the inferential analysis, correlation and regression analysis were conducted. From the findings, the external strategies commonly used included emails, social media accounts (Twitter and Facebook), website, and annual reports. External communication policy was effective in guiding the external communication processes in the organization. It was also established that external communication strategies and corporate image had a positive and significant correlation with each other. Moreover, external communication strategies explained 35.4% variation in the corporate image of WVK. The study recommended the need to encourage timely communication with external stakeholders. There is also a need for the external communication policies to be reviewed in order to ensure that they fully cover and provide information on the different external communication channels and how they can be utilized in order to achieve full potential in promoting the corporate image of the organization. WVK should work towards ensuring that they maintain a regular or consistent flow of communication from the different stakeholders. There is a need for a further research study to be conducted to examine the other factors that could be explaining the 64.6%
Description
MASTER OF ARTS
In Communication
Keywords
External Communication Strategies, Corporate Image, Non-Governmental Organizations, World Vision Kenya
Citation
Awuor, S., (2023). The Influence of External Communication Strategies on the Corporate Image of Non-Governmental Organizations in Kenya: A Case of World Vision Kenya: Daystar University, School of Communication