Abstract: This study examined the role of corporate communication in promoting Corporate Social Responsibility (CSR) initiatives at the Communications Authority of Kenya (CA). The study drew on Framing Theory, Stakeholder Theory, and Reputational Management Theory. A mixed-methods descriptive research design was adopted. The target population comprised 369 CA staff, from which a sample of 79 respondents was determined using Yamane’s formula. The study used proportionate stratified random sampling for quantitative respondents, while purposive sampling was used to select key informants. Data were collected using structured questionnaires, semi-structured interviews and document analysis. Quantitative data were analysed using frequencies, percentages, means, standard deviations, Pearson correlation, and multiple regression, while qualitative data were analyzed thematically. A total of 72 questionnaires were returned, representing a 91.1% response rate. The findings showed that respondents generally understood the Authority’s CSR activities and received regular communication about its initiatives. CSR communication was also perceived to enhance the Authority’s credibility and stakeholder involvement in CSR planning. The findings further revealed positive relationships between corporate communication practices and CSR-related outcomes. Strategic CSR communication content had the strongest influence, while stakeholder engagement also made a significant contribution. The study concluded that effective corporate communication promotes CSR by enhancing stakeholder awareness, participation, credibility and positive perceptions. The study recommended strengthening clear, consistent and transparent CSR communication, increasing stakeholder participation, improving communication content, integrating digital and traditional channels, and continuously monitoring and evaluating CSR communication effectiveness.
Keywords: Corporate communication, Corporate Social Responsibility, CSR communication, stakeholder engagement, stakeholder awareness, Communications Authority of Kenya.
Title: Corporate Communication and the Promotion of Corporate Social Responsibility Initiatives: Evidence from the Communications Authority of Kenya
Author: Anne Kalondu, Njenga Rossylyn, Wayumba Iddah
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 14, Issue 3, July 2026 - September 2026
Page No: 421-428
Research Publish Journals
Website: www.researchpublish.com
Published Date: 25-September-2026
