Relationship between corporate communication and perceived image of Ilorin University among students

Academic Paper from the year 2020 in the subject Business economics - Corporate communication, Kwara State University (Mass Communication), course: Public relations and Communications, language: English, abstract: This study seeks to understand the relationship between corporate communication and perceived image of University of Ilorin among student publics. The survey method was used through the instrumentation of questionnaires to know the perceived image of the institution among University of Ilorin undergraduate student while the interview was conducted to know more about the structure, the practices and activities of University of Ilorin corporate affairs department. With the systematic sampling procedure, 380 respondents were selected in this study. Using Pearson correlation co-efficient and regression as well as paired sample t-test to test the hypothesis, the study shows that the use of corporate communication by the corporate affairs division contribute a lot in maintaining good image, academic stability of the institution through a better information management. Though media and government relations are well perceived, corporate communications practitioners should focus more on their employee and community relations. Finally, the study recommends that public relations practitioners and the top executives should ensure high excellence in the communication practice in the universities and other corporate institutions.

Keywords: corporate communication, corporate image, excellency theory, reputation etc.