Assessment of Corporate Communication Strategies To Counter Negative Publicity on Social Media: A Case of Lexo Energy Kenya.
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Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
Social media is a strategic communication platform in the corporate world. However, using it can pose very significant risks to corporate image and reputation. Previous studies on social media and corporate communications haven not identified the strategies being used to mitigate the damaging effects of online negative publicity in firms. Therefore, the main aim of this study was to establish corporate communications strategies used to address negative publicity on social media focusing on Lexo Energy Kenya (LEK). Specifically, it sought to determine how choice of social media platform, training on social media communications handling, communications teams and available legal instruments were used to address online negative publicity on LEK. This study was guided by the Impression Management Theory and The Media Richness Theory. The study used census sampling, targeted senior management and Communication teams of the company. Data was collected using questionnaires, analyzed using descriptive and inferential statistical methods. The study found that that choice of social media platform had a strong influence on the management of online negative publicity. Also, internal stakeholder training on social media communications handling had a moderate influence. The use of communications teams was found important, while availability of legal instruments was not a factor in addressing online negative publicity in LEK. The study, therefore, recommended that firms should constantly evaluate their social media platforms to leverage their image without risking on online-backlash. There is need to train the internal stakeholders more on managing social media handles. The firms also need to give more support to their communications teams. Lastly, the study recommends that firms should prepare for legal eventualities as negative online attacks could escalate if not addressed.
Description
MASTER OF ARTS in Communication
Keywords
Social media, corporate world, Negative Publicity
Citation
Wafula, C. (2021). Assessment of Corporate Communication Strategies To Counter Negative Publicity on Social Media: A Case of Lexo Energy Kenya. Daystar University, School of Communication.