Corporate Storytelling and Community Empowerment: A Development Communication Approach in Yenagoa Local Government Area

Abstract

This study investigates corporate storytelling as a development communication strategy for community empowerment in Yenagoa Local Government Area of Bayelsa State. The research sought to achieve five objectives, among which were to identify the types of corporate stories communicated by organizations for community engagement and empowerment; examine the channels and formats used in disseminating these stories; and assess the level of community understanding, engagement, and response to such initiatives. The study was anchored on Participatory Communication Theory and Empowerment Theory, which provided the conceptual framework for analyzing storytelling as both a communicative and transformative tool. The study adopted a descriptive survey design. The population comprised two categories: residents of Yenagoa Local Government Area of Bayelsa State (projected at 586,599.525 based on the 2006 census) and staff of the Public Relations Department of Nigeria Content Development and Monitoring Board (25 staff) and Total Energies Nigeria Limited (21 staff). Using Taro Yamane’s formula, a sample size of 400 was determined. A purposive sampling technique guided the administration of questionnaires and interview guides. Data were analyzed using weighted mean scores derived from a four-point Likert scale. Findings revealed that these organizations operating in Yenagoa Local Government Area of Bayelsa State communicate diverse corporate stories aimed at fostering engagement and empowerment. These narratives often highlight development initiatives, local projects, and the lived experiences of beneficiaries. Furthermore, these organizations utilize multiple channels and formats, including community meetings, print, broadcast media, and digital platforms, to disseminate their stories. The findings underscore that corporate storytelling serves as an effective tool in building trust, demonstrating organizational commitment, and facilitating participatory community development. The study concludes that corporate storytelling significantly enhances community engagement and empowerment in Yenagoa Local Government Area of Bayelsa State. It recommends that organizations broaden storytelling beyond project-centered narratives to include authentic community voices, values, and experiences, while adopting a multi-channel approach to ensure inclusivity and wider reach.