Abstract

The study titled “Adoption of communication strategies in the promotion and management of social investment programmes in Nigeria 2017-2021” sought to identify the various corporate communication strategies adopted by the Federal Ministry of Humanitarian Affairs, Disaster Management and Social Development in the promotion and management of the programme 2017-2021. Among many others, the study specifically sought to ascertain the effectiveness of the strategies. The study is a qualitative research and therefore relied on data from In-depth Interviews (IDIs) and reveals that various strategies were adopted for the purpose of managing various NSIPs in Nigeria; with the centerpiece being policy communication with the people and overall programme management process. Specifically, the study revealed that there was dominant use of social media platforms as channels to reach beneficiaries of the programme. It also found that traditional media forms also serve complementary roles. It identified fake news and rumour spread across social media platforms as a major problem in the use of communication strategy for NSIP. The study concludes that technology played significant roles in the communication strategies adopted for the National Social Investment Programme of which N-Power, N-Build, N-Creative and others were dimensional aspects. It recommends, among others, that research must be prioritised to always develop new strategies that may prove effective in public communication efforts.

Key Words: Communication, Development, New Media, Poverty, Public Relations

About the Authors

*      Kelvin Inobemhe is a doctoral student in the Department of Mass Communication, Glorious Vision University (Formerly Samuel Adegboyega University), Ogwa, Edo State Nigeria. His core research interests are New Media, Political Communication and Health Communication.

**    Tsegyu Santas, Ph.D., is a Senior Lecturer and acting head, Department of Journalism and Media Studies, Faculty of Communication and Media Studies, Nasarawa State University Keffi, Nigeria. His research intersects Journalism and Media Studies, Digital Media and Development Communication. He is currently a research fellow with the Department of Media Management, University of Religions and Denominations Pardisan, Iran.

***  Chika Kate Obiechina is a doctoral student in the Department of Mass Communication, Nasarawa State University Keffi, Nigeria. Her area of research focus is in the area of Development Communication and Gender Studies.

**** Yakubu Mohammed Salisu, Ph.D., teaches in the Department of Broadcasting in the Faculty of Media and Communication Studies, Nasarawa State University Keffi, Nigeria. His research interest area is broadcasting.   

^JCMR Journal of Communication and Media Research, Vol. 16, No. 1, April 2024, pp. 192 - 204

© Association of Media and Communication Researchers of Nigeria (AMCRON).

Article Citation

Inobembe, K., Santas, T., Obiechina, C. K. & Salisu, Y. M. (2024). Adoption of communication strategies in the promotion and management of social investment programmes in Nigeria 2017-2021. Journal of Communication and Media Research, 16 (1): 192-204.

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