PUBLIC RELATIONS AS A MEANS ENHANCING BANKING OPERATIONS A CASE STUDY OF FIRST BANK OF NIGERIA PLC ENUGU MAIN BRANCH
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
CHAPTER TWO : REVIEW OF THE LITERATURE
CHAPTER THREE: METHODOLOGY
CHAPTER FOUR : DATA ANALYSIS AND RESULTS
CHAPTER FIVE: SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY
CHAPTER ONE
BACKGROUND OF THE STUDY
The concept of public relations has been with man. Since creation public relations existe4d between the creator and the creature because both sought harmony and understanding in their relationship.
Public relations, pervades all aspects of our socio- economic life. It is so important but it is unfortunately that relatively little is known about its true nature as it as practiced in our country. There is no mystery about public relations, practiced as it ought be however it consist of certain factors “policies, action of policies and two-way communication to ensure mutual understanding. In other words, the purpose is to establish a two-way communication to ensure understanding or resolve conflict interest, between individuals, institutions and Organization and its publics.
However, it is common knowledge that we live in an age of expedience, where people depend on one another for satisfaction of their economic and social needs public relations as a profession started only around the 19th century when profession like journalism had long taken root. Since then public relations like the biblical mustard seed has gradually but steadily grown to a every enviable status which cuts across every strata of both individual and corporate development. Consequently, almost every Organization, government non governmental Organizations, and institutions all seek, employ the services of public relations experts who will package their image, directs them on how to achieve harmony peaceful co-existence arising from mutual understanding.
In the struggle to professionalize public relations, there has been quite a number of confusion as some have seen public relations as André publicity or propaganda, some looked public relations as the same things as advertising . public relations is neither nor publicity rather public relations is defined as a philosophy and functions of management which evaluates public attitude, identifies the polices of an Organization with the public interest and execute a programme of action to earn public acceptance and understanding (Nwosu 1987).
As a management function, public relations encompasses among others anticipating, analyzing and interpreting public opinion, attitudes and issues which might impact for good or ill the operations and plans of the organization.
In view of this public relations practices in Banking operations especially in first bank plc is quite inevitable. There is every need to enhance banking operation through effective public relations practices.
Considering the strategic position of banks in our national economy and development . it is actually expedient that public relations is allowed to play its prominent role which is needed towards achieving banking operations. In order to achieve maximum effectiveness of public relations practices within the banking institutions and the services of experts who will guide, advice, admonish, direct the establishment or institution right form the formation of its policies through the execution of such policies.
Nigeria as a nation are growing in development with different companies, Organization and institutions. and because of these development to achieve their aims, a public relations practitioner is highly needed. So this has enable the creation or several banks in the nation and one of them is the first bank which is the basis of my study.
The major objectives of these banks is to identify and satisfy the need and demand of people (that is customers) at minimum cost or rate. To achieve and maintain a high level of labour productivity in all its operations. To reduce the high rate of abject poverty in the country. And as well to exercise financial prudence and always remain competitive wages and fringe benefits to people. To continually, motivate the work force towards greater achievements.
However, the recurring failures in its responsibilities to the nation are due to the neglect by management, the importance of public relations department. But this project has its aim to ascertain that public relations practices has enhanced banking operations in first bank Nigeria Plc Enugu man branch . It has the image in the word, “gate way to the nations economy”
The public relations departments started fully when the performance of the bank was some how in 1965 sized the evaluation of employees performance by not measuring and reporting the employees behaviour and accomplishment for a given period for the purpose of improving job performance. So the bank started going backwards, no more improving in its economy development in which is the one objective establishment.
The responsibility of the PR is to project the image of Organization to the general public. The public relations practice was to projected the image of the bank, plan and execute all approved public relations programmes for the bank such programmes includes.
a. Direction of programmes designed to promote the institution point of view among the publics.
b. Ensuring pre flow of information and promote the company’s view point among government bodies.
c. Carrying out analysis of news in newspaper, radio and television programmmes.
d. Enhancing goodwill between first bank Nigeria Plc. Main branch Enugu and it s publics through distribution of corporate gifts .
e. Organizing workshops, seminars and facility visit for the staffs.
1. The non-chalant attitude of the management towards the effective practices of the public relations department in the banking operations.
2. The bank inability to disseminate information to its various publics
3. Poor remuneration for its workers leading to poor corporate image perception by the internal and external publics.
1.4 OBJECTIVES OF THE STUDY
This study aims at finding out the essence of public relations as a mans of enhancing banks operation in the country especially when seen from the viewpoint that successful banks operation goes a long way in meeting the developmental programme of our nation.
This study is also seeking to find out and establish how the public relations department in first bank Nigeria Plc. Enugu main branch should practice public relations in its refined form.
This study will make recommendations and proffer solutions the existing problems in public relations department based on the research findings.
1.5 SIGNIFICANCE OF THE STUDY
The finding of this study will help to improve public relations practice in all its ramification. It will help the establishment to achieve its goals set and objectives. The findings will enlighten management to place public relations department in its rightful place in the Organization.
First bank public relations department will also have the benefits of making checks and balances on its public relations programmes as well as other departments of the Organization and the publics.
This study generally will enable other researchers in their bid to probe further into public relations practices and successful banking operations.
1.6 RESEARCH QUESTIONS
1. What are the various public relations programmes of the Plc department of first bank Nigeria Plc. Enugu main branch ?
2. Are the programmes effective and to what extent
3. To what extent has the public relation department promoted the activities of the bank before the publics and how did this enhance the national economy?
1.7 RESEARCH HYPOTHESIS
In view of the above research questions and problems, I hereby formulate the research hypothesis below:-
Hi That the PR practices of first bank plc Enugu main branch public relations department has helped in enhancing bank operations in the bank.
Ho That the PR practice of first bank Nigeria Plc Enugu main branch has not helped in enhancing banks operations.
H2 That the public relations practice of first bank of Nigeria Plc Enugu main branch are very suitable .
H3: That the PR department of first bank Enugu main branch has been able to highlight the contribution of the bank on the overall development of Nigerian economy.
H4 That the PR department of first bank main branch Enugu has helped in the dissemination of information regarding activities in the bank to both its internal and external publics.
H0 That the PR department of first bank Plc Enugu main branch has not helped in dissemination of information regarding activities in the bank to both its internal and external publics.
H5 That there is positive public perception of first bank plc Enugu main branch in its operations.
Ho That there is negative public perception of first bank plc Enugu main branch in its operation.
1.8 CONCEPTUAL AND OPERATIONAL DEFINITION
Public is a management function designed to establish and maintain mutual lines of communication, understanding, acceptance, co-operation and goodwill between an Organization and its various publics.
OPERATIONAL
Department establishment and maintain by the management of first bank plc Enugu main branch to raise goodwill, open communication acceptance, understanding and co-operation between them and their staff as well as customers far, near and other Organization.
1.8.1 Practices Conceptual
Systematic exercise of a profession or occupation performed repeatedly for the purpose of acquiring skill or proficiency.
Operational
Public relation repeated exercises performed by first bank plc Enugu main branch public relations department for the achievement of the desired effect in the bank.
Method, process by which a result may be obtained.
Operational
Method of achieving desired banks operations in first bank Enugu branch .
1.8.3 Enhancing Conceptual
Adding to
Operational
Improving banks operation in fist bank Enugu main branch
1.8.4 Bank Conceptual
A bank is the commercial area of labour where money and valuable documents are kept and provided for the goods and services of its customers.
Operational
A commercial area such as the first bank, Enugu main branch where money facilities are kept and provide for the services of its customers.
1.9 Assumptions
The assumptions underlying this study are similar. These assumptions are as a result of the observation of the researcher on the problem.
1. It is assumed that public relations practices of PR department of first bank main branch Enugu has helped in enhancing bank operations in the bank.
2. It is also assumed that PR department of first bank, Enugu
main branch has succeeded in up lifting the cooperate image of the institution .
1.10 Limitation of the Study
The study of this research work was limited in first bank Enugu main branch. This is because of some number of factors amongst are financial constraint and time. This study was also limited by skepticism or respondents . So the outcome of this study will be applicable to other banks in the country.
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