The needs for a company to strive to improve its profitability are obvious and varied.
This was as a result on how active their public relations towards their clients.
As a matter of fact, Bank needs public relations as a tool for achieving its objectives.
Perhaps, public relations is relationship with the general public through publicizing those functions of an organization, corporation, church, government military, institution etc. Concerned with informing the public and analyzing these information in an attempt to create favourable public opinion.
However, one major point in this review that is quite clear in Nigeria context is that, bank begin to understand the uses of public relations practices and strategies in improving its profitability because both offices and other categories of staff are involved in act of selling bank services at any time.
Finally, to improve the profitability was the adoption of a sound and well articulated public relations strategies which was directed towards understanding and interpreting customers’ needs and wants offering a maximum of services to satisfy these customers, informing the community on how the services are been offered and the recommendation is that the management should be referred to the public relations department which should not only promptly attain t the matter and should advice the branch managers on the complaints and remedial action to be taken.
The reason for bank to survive, to improve their profitability are obvious and varied. In this era of competition, there is need for organizations, Banks, Business enterprises, Churches, Clubs and others to evolve procedures to improve their performances to the benefit of their consumers and knowing fully well that things have changes and so also are the dream of customers.
For banks, the need is more pronounced especially when they are faced with what we may call both Institution and Inter-bank competition, which at times lead to the declining profit margin of many banks consequent upon some factors as inflation and tight money supply measures of the government. This competition among banks and other public relations program geared towards building good corporate image for their respective banks.
Nigerian banks have recognized that public relations has become the integrating force which interprets their environment to the bank management, defines objective and building good will through good deeds. In furtherance of these objective, many banks in Nigeria have introduced extra incentive such as credit cards, weekend banking organizations all in attempt to provide exceptional service for their customers and to retain old customers, attract potential dispositions and win public understanding. Those banks adopting to changing trends by creating public relations department as a tool to boost corporate image are currently experiencing increase
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