Promoting Social Responsibility in Communities

This study investigates the transformative role of public relations in driving corporate social responsibility (CSR) through the lens of Radio Benue's broadcasting initiatives. By adopting the Two-Way Symmetric Model of Public Relations, the research highlights how Radio Benue effectively integrates CSR into its content, fostering community engagement through collaborations with NGOs, government agencies, and public service announcements. A survey of 382 respondents from Makurdi Metropolis reveals that while these efforts positively impact audience engagement and promote social values, challenges such as programming restrictions, financial constraints, and editorial policies limit broader adoption. This research underscores the potential of radio as a dynamic platform for advancing CSR and provides actionable recommendations to enhance its impact. Radio Benue's journey offers valuable insights into the synergy between public relations and social responsibility, inspiring a model for media organizations to align with community-driven values.

Autorentext

Iorlumun Tarlumun is a graduate of Benue State University, a passionate researcher who's desire is to provide solutions to societal issues and provide answers to researchers in different aspects of life. He sponsored much research and conducted alot in his quest to provide the society with answers. Hails from Kwande, LGA of Benue State Nigeria.