AKSU Journal of Communication Research (AJCR)

COMPARATIVE ANALYSIS OF PUBLIC RELATIONS STRATEGIES OF PORT HARCOURT AND BENIN ELECTRICITY DISTRIBUTION COMPANIES IN ADRESSING CUSTOMERS’ COMPLAINTS

Author:  DR. ERIC GBENEKA GODAM, DR. SAMUEL KPENU & OKON, NODINIM FLORENCE

Abstract
Electricity distribution in Nigeria began in 1898 at Marina-Lagos. Some stakeholders believe the over 120 years‟ operation is characterized by customer complaints. The Government attempted a rescue on the 3rd of November, 2013, by unbundling the sector and licensed the Port Harcourt and Benin Electricity Distribution Companies and nine others to enhance distribution, address customer complaints, and encourage competition among others. Nine years later, some customers believe no significant change had taken place. This study therefore comparatively analysed how the public relations strategies used by these companies have addressed complaints by their customers. The objectives of the study were: to analyse comparatively the extent to which the public relations strategies adopted by both companies conformed to public relations practice; to appraise the commitment of both establishments to the implementation of their public relations strategies, among others. The research design was survey. Theoretical frameworks were the Stakeholder and Excellence theories. The instruments used were the questionnaire and interview schedules. The sample size was 384 and data were collected using the multi-stage sampling technique. The study found out that the public relations strategies adopted by both companies conformed to public relations practice. Following these findings, it was recommended that both companies should step up their public enlightenment campaigns to enhance awareness of their programmes among their publics; and that management of both companies should show commitment by implementing agreements reached with stakeholders among others.