Evaluating the Impact of Public Relations on Corporate Image: A Case Study of ZESCO Limited's Customer Service and Image-Building Strategies in Lusaka District
Authors:   Graduate School of Business, University of Zambia 10101 Great East Road Campus, Lusaka, Zambia., Mudenda Ginah , Hapompwe Chrine, C. ,   Graduate School of Business, University of Zambia 10101 Great East Road Campus, Lusaka, Zambia.
Published: February 2025

This research investigates the efficacy of public relations (PR) in shaping an organisation's corporate image, focusing on Zambia Electricity Supply Corporation Limited (ZESCO), a critical public power utility company in Zambia. Despite ZESCO's pivotal role in generating, transmitting, distributing, and supplying electricity, it faces significant challenges in meeting demand, managing loads, and addressing stakeholder concerns, resulting in a PR crisis threatening its brand reputation. The study objective is to assess public perception of ZESCO and its impact on corporate image, evaluate how ZESCO employs PR to build its image, critically analyse the effectiveness of PR activities, and propose a sustainable PR model for enhancing corporate image. Adopting a positivist paradigm, the research viewed reality as objective and measurable through empirical methods, while the interpretivist paradigm was also incorporated to ensure a balanced view of findings. The positivist approach was supported using quantitative data and systematic analysis to evaluate PR effectiveness at ZESCO. The study targeted about 380 employees from ZESCO's headquarters in Lusaka, with 195 as the ultimate sample size, using Taro Yamane's formulae. Random and purposive sampling techniques were used. Data collection combined quantitative surveys and qualitative interviews, providing a comprehensive view of PR performance. Public perception of ZESCO's PR efforts was slightly above average, with 46.7% of respondents agreeing that PR was good, but 40% expressed disagreement, highlighting room for improvement. Respondents largely felt that ZESCO's PR activities were good (60%), although 13.3% rated them as poor, and 20% considered them very good. Despite the positive views, 80% agreed that the PR activities were professional, though improvements in resources, training, and technology were necessary to achieve an ideal standard.The study revealed that while 80% of respondents felt the PR activities were well-implemented, 13.3% believed the efforts were poor, indicating that stakeholder expectations were not fully met. Stakeholder engagement was rated "good" by 66.7% of respondents, suggesting that although efforts were in place, there was significant room for improvement in engaging stakeholders effectively. A large portion (93.3%) of respondents recognised that ZESCO's PR efforts faced challenges, including frequent power outages, misinformation, infrastructure issues, and communication barriers during crises such as load shedding. The study concluded that ZESCO's PR environment was not conducive to optimal performance, underscoring the need for improved PR structures and management support. There was strong support for improving ZESCO's PR, with 73.3% of respondents agreeing that PR efforts needed significant enhancement. This highlights the need for a more robust and adaptable PR model to address existing gaps. Furthermore, 93.3% of respondents acknowledged the potential to enhance ZESCO's image through strategic PR, indicating that such a model could significantly improve its corporate image. These results indicated that while PR was perceived as slightly above average, substantial room for improvement existed. The findings further indicated the ineffectiveness of PR activities. The study concluded that ZESCO's PR environment was not conducive to optimal performance, highlighting the need for improved PR structures and management support. Recommendations include enhancing PR support through increased resources and training, separating PR from Marketing and Corporate Affairs to reduce conflicts, and advocating for professional reforms. Policy implications stress the importance of investing in PR to address stakeholder concerns and improve overall service quality. By implementing these recommendations, ZESCO could significantly enhance its PR effectiveness, bolster its corporate image, and better manage operational challenges. This research underscores the critical role of a robust PR strategy in shaping corporate image and stakeholder relations, offering actionable insights for ZESCO to improve its PR practices and organisational outcomes.