AN ASSESSMENT OF PUBLIC RELATIONS STRATEGIES IN THE NIGERIA FINANCIAL INSTITUTIONS

ABSTRACT

The research work titled an assessment of public relations strategies in the Nigerian financial institution which focused on UBA bank Gboko is aimed at evaluating the duty of public relations in the banking sector which the researcher employed some research method in explaining the method which the research is been carried out.

Public Relations is the art and social science of analyzing trends, predicting their organizational consequences, counseling management and implementing planned programme of action which will serve both the organization and its publics.

It is in this light that United Bank for Africa of Nigeria Plc as an organization needs to adopt and implement public relations strategies which is also the role of public relations in building a favorable image for an organization or a bank.

The research method used in this project work is a survey method and data collection form and questionnaires, because the research needs really to assess the strategies employed or adopted by public relations in banking sector which the researchers findings and recommendations were based on results obtained during the course of this research work.

CHAPTER ONE

1.0     BACKGROUND OF THE STUDY

1.1     INTRODUCTION

the world we live in today is dominated by improved technology like wise public relations seems to be growing rapidly to attract good measures of recognition within and outside immediate environment of organizations either public or private.

          Similarly, the emergence of public relations have made among organizations to adopt it to maintain good and effective management function, creating goodwill as well as mutual understanding the world over. And it is most interesting to note that there is nothing on the surface of this earth that public relations cannot be employed to support through policy decisions. However, most organizations have adopted advertising rather than public relations in trying to convince consumers towards product patronage. This is to say that most organizations have failed to acknowledge the service of public relations.

          Like other fields or areas of specialization, public relations is been looked upon by many authors, according to Chile (2002.2) as have stated by Public Relations Associations of America have released the latest definition of public relations chronicle on the 13th of April, 2012; thus “Public Relations is a strategic communication process that builds mutually beneficial relationship between organization and their publics”. Listed as definition no. 2 in he public vote, it received 671 votes, or 46.9 percent of 1,447 total votes. Simple and straight forward, this definition focuses on the basic concepts of public relations as a communication process, one that is strategic in nature and emphasizing “mutually beneficial relationship”. “process is preferable” to management function”, which can evoke ideas of control and top-down, one way communication. “relationship relates to public relations’ role in helping to bring together organization and individual with their key stakeholders. “public” nature of public relations, whereas “stake-holder” has connotations of publicly traded companies. Meanwhile, other definitions are still relevant.

          Also public relations (PR) is all about maintaining relations with publics. It is a profession with varying definitions held of its many functions and the differentiating perceptions held by its practitioners and thee public. Public relations (PR) is a profession that includes the functions of communication, community relations, crises management, customer relations, employee relations, mediation, publicity, speech-writing and visitor relations.