IMPORTANCE OF PUBLIC/COMMUNITY RELATIONS IN IMAGE MANAGEMENT

The study investigates the role of community relations in managing the corporate image of Jos Electricity Distribution Company (JEDC) in Benue State, Nigeria. The research explores strategies employed to maintain a positive image, identifies challenges encountered in using community relations, and recommends ways to overcome these challenges. Using a survey method, 380 valid responses were analyzed, highlighting the significance of community relations in building trust, promoting a positive brand, and enhancing employee relations. Key strategies identified include event sponsorship, corporate social responsibility, and media relations, while challenges such as inadequate funding, poor management policies, and insufficient public relations personnel were noted. Recommendations emphasize proper funding, recruitment, and effective management practices to optimize community relations efforts. The findings underline the importance of integrating community relations into corporate strategies for sustainable image management.