Effective Communication and Firm Performance (a Study of Nigeria Television Authority, Nta, Sokoto)

Student: Abdulahi Amao Muritala (Project, 2025)
Department of Business Administration
Usmanu Danfodio University, Sokoto, Sokoto State

Abstract

ABSTRACT
This study investigates the relationship between effective communication and firm performance, focusing on NTA Sokoto, a regional television station in Nigeria. Recognizing that communication is integral to organizational success, the research explores how various aspects of communication such as relevance, accuracy, and consistency affect employee morale, productivity, and overall organizational performance. Utilizing a survey research design, data were collected from a sample of 75 employees through structured questionnaires. The findings are expected to reveal a significant positive correlation between effective communication practices and enhanced firm performance. Challenges associated with communication, including inadequate feedback and unclear expectations, are also examined to understand their impact on employee satisfaction and retention. This study aims to provide actionable insights for managers at NTA Sokoto and contribute to the broader discourse on effective communication within the Nigerian television industry.

Keywords
effective communication performance.
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