NJOMACS

This study explores the perspectives of journalists on corporate social responsibility programs of select broadcast stations in enhancing their corporate image. The primary objectives include examining the CSR initiatives undertaken by these stations, evaluating their effectiveness in improving corporate reputation, examining challenges faced in implementation, and identifying opportunities for enhancing CSR practices. Grounded in Reputation Management Theory, the research employs a qualitative design utilizing semi-structured interviews with staff from Martaba FM and AIT. A total of 11 participants were selected through a simple random sampling technique, ensuring diverse perspectives. Findings reveal a strong commitment to CSR initiatives, such as health awareness campaigns and educational sponsorships; however, challenges such as financial constraints, lack of expertise, and insufficient visibility impede their effectiveness. Opportunities for improvement include increased collaboration with local NGOs and enhanced social media outreach. Recommendations emphasize the need for a comprehensive communication strategy for private broadcast stations and support mechanisms from local government authorities to aid in overcoming implementation challenges.