The communication strategies of Free Trade Zone (FTZ) Authorities in Nigeria play a pivotal role in attracting foreign direct investment (FDI) and driving economic growth by offering various incentives and streamlined business processes. This study evaluates the effectiveness of these strategies and explores areas for enhancement, using a mixed methods approach that involved surveys and interviews with 161 respondents. Guided by the Investment Climate and Location Theory, the research investigates the diverse channels FTZ Authorities utilize to promote investment and foster engagement with potential investors. The findings reveal that FTZ Authorities in Nigeria employ a combination of digital and traditional media communication strategies, including online advertising, press releases, and social media. They also utilize trade fairs, solo exhibitions, and public relations activities to raise awareness about investment opportunities. Investment forums and town hall meetings emerge as particularly effective tools, enabling direct engagement and relationship-building with investors. These strategies allow FTZ Authorities to showcase the unique advantages of Nigerian Free Trade Zones, such as tax incentives, infrastructure benefits, and ease of doing business. However, the study identifies several challenges that limit the effectiveness of these communication strategies. Resource constraints, cultural and religious differences, technological limitations, and regulatory issues hinder the reach and impact of FTZ Authorities’ efforts. These obstacles complicate efforts to establish consistent and persuasive communication with international and domestic investors. To address these issues, the study recommends that the Federal Government of Nigeria enhance the operational capacity of FTZs by enacting supportive regulations that facilitate seamless communication initiatives. By bolstering resources and addressing regulatory and technological barriers, the government can empower FTZ Authorities to more effectively communicate the benefits of investing in these zones, ultimately contributing to increased FDI and sustained economic growth. This study underscores the need for a strengthened, coordinated communication framework to optimize the role of Free Trade Zones in Nigeria’s economic development trajectory.
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Assessment of Communication Strategies
