TITLE:
An Evaluation of the Effectiveness of Nkana Water and Sanitation Company Communication Strategies in Addressing Water Safety Challenges
AUTHORS:
Lizzy Ngobeka, Mayumbo Nyirenda
KEYWORDS:
Communication, Communication Strategies, Communication Channels, Effectiveness, Feedback, Nkana Water and Sanitation Company
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.4,
July
16,
2024
ABSTRACT: The study evaluated the effectiveness of the communication strategies used by Nkana Water and Sanitation Company (NWSC) in addressing water safety challenges in Kitwe and Kalulushi districts on the Copperbelt province of Zambia following continued public outcry against the company despite its communication efforts. To achieve this objective, the study asked three questions: 1) What communication strategies are used by NWSC to communicate its water safety? 2) What type of communication messages are received by the public explaining the safety of the water supplied? and 3) What is the public’s perception of Nkana Water and Sanitation Company’s messages on the safety of the water supplied? The study adopted the positivism philosophy and employed a mixed-method research design where both quantitative and qualitative data were collected. The sample size for the study was 398. And 400 questionnaires were distributed to get at least 398 respondents which was obtained. Qualitative data was collected through in-depth interviews and Focus Group Discussions whereas a self-administered questionnaire was used to collect the quantitative data. Quantitative data was then analyzed using SPSS while content analysis was used for qualitative data. Qualitative data revealed that communication channels used mainly are radio messages and bulk text messages using English and Bemba as languages of communication. The main messages on water safety stated that the brown water is caused by mainly repair works on water infrastructure and sometimes turbidity in the Kafue river which is the source for the company’s raw water. The company is not aware of the people’s preferred channels of communication. Quantitative data confirmed that despite having a comprehensive communication plan in place with various channels, the channels used by NWSC to deliver messages to its target audience are mainly mobile phone text messages and radio announcements while social media is used to a minimal extent. The study concluded that NWSC has not fully responded to the communication needs of its customers. The study recommended that the company begins to use social media as a leading communication channel, using non-technical language and to provide a feedback mechanism for its messages.