Evaluating Government Image Management Strategies: Perceptions of Uyo Residents in Akwa Ibom State

Abstract

This study examined Image management Strategies and Uyo residents’ perceptions of the reputation of the government of Akwa Ibom State. This study is anchored on the Social Construction of Reality Theory by Berger and Luckman in 1966. The research design employed for this study is a survey research design using interviews and questionnaires as the research instruments. The study adopted the convenience cluster sampling method, where clusters were then randomly sampled based on the population of the study; hence, 380 respondents were sampled for this study. The questionnaire was adopted as the sole instrument of data collection, and copies were administered, filled out, and retrieved by the researcher. The data collected were analyzed using frequencies and percentages, and the test of hypotheses was carried out using the Spearman correlation technique. The study found that 33% of the respondents agreed that social media presence and engagement, public relations campaigns and events, stakeholder and community engagement, crisis communication, and management were image management strategies employed by the Akwa Ibom State Government. Nearly half (48%) of the respondents expressed that the image management strategies employed by the Akwa Ibom State government were "very effective" in managing the government's image. An additional 39% of respondents perceived these strategies as "effective." The majority of respondents (87%) had a positive perception of the effectiveness of the image management strategies adopted by the state government. This study recommends that the government should take note of the perception of its reputation in the eyes of its citizens. Addressing these perceptions and increasing awareness among those who are unaware could help strengthen the government's reputation management efforts and enhance its overall image.