APPLICATION OF PUBLIC RELATIONS STRATEGY IN BANKING SECTOR

APPLICATION OF PUBLIC RELATIONS STRATEGY IN BANKING SECTOR

ABSTRACT

This study examines the application of public relations strategy in banking sector. Specifically, the study examines the extent to which the public relation department of UBABANK has been able to influence the opinion and altitude of the customers potential its products, examines whether the UBANK has a poor public relation image, determines to know how the public relation programme of UBABANK is able to win public (customers and potential buyers) good will and confidence for the organisation), finds out whether the management of UBABANK buys the opinion and programme initiated by the public relation officers, determines to know whether the head of public relation department belongs to the management, evaluates the effectiveness of UBABANK channels of communication to public (customer and potential buyers) and found out the nature of relation and togetherness existing between the UBABANK its international communities. The study employs the survey descriptive research design. A total of 30 responses were validated from the survey. The study adopts the excellence theory. From the responses obtained and analysed, the findings reveals that there exist a communication gap between UBA bank an its international business pertness and customers. Furthermore, the findings reveals that there is a great effect on the use of public relations strategy in banking sector. The study recommends that the public relations department should be headed by a public relations officer in every organization with at least two assistants. The study further recommends that managers should ensure that during employment that they give those who are qualified and experienced should be assigned the position of PR. This is supported by  excellence theory in public relations, which posits that  people should have an academic qualification in communication studies.

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