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Please use this identifier to cite or link to this item: http://bsuir.bsum.edu.ng:8080/jspui/handle/11409/723

Title: CONCEPTUALIZATION, CONTEXTUAL CONSTRAINTS AND PRACTICES OF PUBLIC RELATIONS IN SELECTED BANKS IN NIGERIA
Authors: TERNA-UZA, DOOSHIMA SUSAN
Keywords: CONCEPTUALIZATION, CONTEXTUAL, CONSTRAINTS, PRACTICES
PUBLIC RELATIONS, SELECTED BANKS
Issue Date: 24-Feb-2021
Abstract: This study focused on the conceptualization, contextual constraints and practices of Public Relations in selected banks in Nigeria. Banks in Nigeria have witnessed several reforms and policies in the quest to reposition the banking sector. As a result most of the banks that could not meet up folded up while others merged. This has made the banks to contend with image and credibility problem over the years. Thus, this study examined the place of Public relations in bringing efficiency and productivity to the banking sector in Nigeria. The study selected First Bank to represent the old generational banks and Zenith Bank to represent the new generational banks. Four Public relations models were further used to anchor the study - Public Relations Transfer Process Model (PRTPM), Excellence theory, Two-way Symmetric Model and RACE Model. The survey research method was adopted as the research design and questionnaire and oral interview were used as instruments for data gathering. The population comprised all First Bank and Zenith Bank staff as well as their various customers across the six geo-political zones in Nigeria and the Federal Capital Territory. A sample size of 663 respondents was statistically determined for the study using Taro Yamane’s formula for finite population. The questionnaire data were further analyzed using descriptive statistics and oral interview through inferential analysis. The study found that public relations is used by First Bank and Zenith Bank to attain productivity and efficiency in the bank management. Findings further showed that public relations helps in gaining public interest that enhances patronage and thereby increasing the degree of confidence and certainty. The study also found several challenges that impede the use of public relations in bank growth. The study also established possible ways through which public relations could be improved upon in attaining greater efficiency in the banking sector in Nigeria. The study concluded that, Public relations is an effective instrument for gaining public interest and increase the degree of confidence and certainty, as such, it is an effective means of attaining efficiency in the banking sector if properly and optimally harnessed and utilized. The study recommended, amongst others, that the banks' management should at all times use public relations tools to achieve optimal growth in the organization; that bank management should accord greater recognition of public relations as an important management function positioned at the fore-front of the organization, and that the banks must maximally harness the potentials of Public relations to secure and consistently maintain a good image.
Description: PRACTICES OF PUBLIC RELATIONS IN SELECTED BANKS IN NIGERIA
URI: http://bsuir.bsum.edu.ng:8080/jspui/handle/11409/723
Appears in Collections:Mass Communication

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