ABSTRACT
This study is on the role of Enugu State Broadcasting Service in building the
corporate image, reputation and identity of the Enugu State Government. It sought to
find out; if the Enugu State government has any deliberate and sustainable
policy/approach to building and managing its corporate image, reputation and
identity; if the house style of ESBS in news management and general programming
influences the citizens perception, opinions and views of Enugu State; and if in
anyway the citizens views, opinions or the perceptions of Enugu State government
influences their attitudes, understanding and acceptance of the state government’s
policies and programmes. In achieving this study, the survey research design was
adopted.
The population study comprised of the civil servants and non-servants civil
servants working in Enugu State, and a sample size of 300 was determined. The
research instrument used in the study was the questionnaire. Data collected from the
respondents were presented and discussed descriptively using frequency tables,
percentages and charts. The various hypotheses were tested using the Z and
Kendall’s W statistics, with the aid of the SPSS 17.0 software. The study revealed that
ESBS influences the citizens on government policies and ideologies, Enugu State
government guarantees ESBS media practitioners the same level of autonomy and
independence in the discharge of their duties, ESBS effectively and equitably
distributes information to the masses and ESBS allows citizens equal level of access
to the media for the purposes of feedback. The study recommended that more
autonomy should be given to the ESBS to perform her duties, and ESBS should imbibe
modern ways of information communication and should be reengineered to meet up
with the growing challenges of the new information age which has gone far being
automated.
