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THE ROLE OF PUBLIC RELATIONS IN COMMUNITY BANKING

(A CASE STUDY OF NNEBUIFE COMMUNITY BANK NIGERIA LIMITED ENUGU).

 

ABSTRACT

          Public relation could be defined a deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its public.

The purpose of this study is to find out a how public relation is practiced at the Nnebuife community Bank Nigeria Limited, Enugu.

The questionnaires administered to the customer, staff and shareholders of the Bank were used in obtaining data for the study.

It was found that Nnebuife community Bank regards public relation as a management function, and as such is given extreme attention by the Bank.

Further study revealed that Nnebuife community Bank treated its customers very well as well as its shareholders, and the employees hence they were all happy to form the publics of the Bank.

The Bank also provided the best financial service possible and values; that is treating their customers with the best services, quality, merit and so on. And this has gone a long way in helping the Bank to survive despite the numerous competitions ensuring in commercial banks and the banking industry in general.

 

TABLE OF CONTENT

  CHAPTER ONE: INTRODUCTION

  Introduction

1. Background of the study
2. Statement of problems
3. The purpose of the study
4. Scope of the study
5. Research Questions
6. Significance of the study
7. Limitations of the study
8. Definition of Terms

 

CHAPTER TWO: REVIEW OF LITERATURE

1. What is Public Relations
2. Corporate Image
3. In-House Public Relations
4. Public Relations Practice at Nnebuife Community Bank (nig) Ltd.
5. Organisational /structure of Nnebuife Community Bank (Nig.) Ltd.

2.6.1 Publical Environment

2.6.2 Economic Environment

2.6.3 Social Environment

2,6,4           Legal Environment

Social Responsibility

2.8     Public Relations Practitioner

2.8.1 Ability to communicate

2.8.2 Likeability

2.9     Public Relations Media

Bank Shareholders Relations

2.12   Bank Mass-Media Relations

2.13   Bank Staff Relations

1. Nigeria Institute of Public Relations

 

1. CHAPTER THREE:  METHODOLOGY

3.1     Research Design

3.2     Area of Study

3.3     Population for the Study

3.4     Sample and sampling Procedure

3.5     Instrument for Data Collection

3.6     Method of Data Collection

3.7     Method of Data Analysis

 

CHAPTER FOUR; DATA ANALYSIS

4.1     Section One

4.2     Section Two

4.3     Section Three

 

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1     Summary

5.2     Conclusion

5.3     Recommendation

References

Bibliography

Appendix I

Appendix II

Appendix III

 

LIST OF TABLES

Table          Title

1. Occupational Distribution of the Respondents in percentage
2. Distribution of Respondents in years Of Transaction with Nnebuife community Bank
3. Distribution of Respondents on the Type of Account Operated.
4. Distribution of Respondents on their Relationship with the Bank
5. Distribution of Respondents on their Perception of the Bank.
6. Distribution of Respondents on some Questions about Public Relations in Nnebuife community Bank
7. Distribution of Respondents on the Number of years of service with the Bank
8. Distribution of Respondents on condition of Services at Nnebuife community Bank
9. Distribution of Respondents on whether they are Happy with their job
10. Distribution of respondents on the Whether public relations practices extended to the staff.
11. Distribution of respondents on knowledge of some public Relations Practices embarked upon by the Bank.
12. Distribution of respondents on the number of Years of shareh9olding with the Bank.
13. Occupational distribution of the Respondents in percentage.
14. Distribution of respondents on the type of Account being operated.
15. Distribution of respondents on how they rate Nnebuife Community Bank
16. Distribution of respondents on attendance of Any public functions of the Bank.
17. Distribution of respondents on whether they have Received any dividend as a mark of co-ownership of the Bank
18. Distribution of respondents on theImage perception of the Bank
19. Distribution of respondents on their Relationship with the Bank.

 

CHAPTER ONE

INTRODUCTION

The banking industry is a service oriented one.  For any service to be desired, there must be a conscious need for it, such a need must be generated by the knowledge of its ability to satisfy customers, requirement

(Okigbo 1990:237).

Generally, community Banks are run on the basis of profits motive, and they all know the importance of public consent to their continued existence and survival.  People are generally influenced by their belief and impression of certain banks and how they perceive these banks determines the way they will patronize them.

A Community Bank should strive to make plans on how they expect to be perceived by the members of the public, and this image can be communicated through the services offered by the bank; the attitude of the bank’s employees as well as the activities came out by the bank.  Since “reputation” is very important in a bank’s growth, the role of public relations cannot be under-estimated.  At best its practice and importance are recognized more as a useful effective tool of corporate image promotion.

The attitude of the Public towards an organization will determine its credibility.  These attitudes could be positive or negative depending on how the organization earns the reputation or image it deserves.

Public relations, which is a two-way communication process involves working with public opinion.  Public relations experts or bridge builders attempt to influence public opinion in a way that is positive to the Babnk they are working for.  It is the responsibility of the public relations expert to disseminate information on what the Bank does and how it does it.

The basic tool for public relations is “communication”. Sequel to this, a public relation personnel must endeavor first to know what the public opinion is through research, how to uphold, correct or change such opinion (planning); after the communication an evaluation of the campaign is necessary for feedback.

Nowadays community Banks generally strive to be seen as efficient and effective”.  Based on this fact, they either set up their own in-house public relations department or employ the services of successful Public Relations Consultancy Firms to polish their image.

 On the other hand, some community bank seem to ignore the importance of public relation practice, a specially when such community bank enjoy the patriotism of the community where it serves.

With the Nnebuife community bank Nigeria limited (NCB), still waxing stronger after over seven years of existence, this study will to a great extent show how the bank has been able to build it customers’ confidence through public relation.

The project work is also to fund out how public relation is practiced at the Nnebuife Community Bank Nigeria Limited, and the means the Bank employ to0 achieve an efficient communication with it relevant public.

 

1. BACK GROUND OF THE STUDY

             The history of Nnebuife community Bank Nigeria Limited, Enugu could be traced back to 31st may, 1995 when it was issued a provisional License by the corporate Affairs commission Abuja to undertake banking service for the members of the public.

The Bank commerce full          business transaction and operations in August, 1997 with a handful of customer patromsing the Bank, and the number of shareholders is quite encouraging.   

It started with an authorized capital of five million Naira (5,000,000.00). As at the time of this research, the share capital has been increased to Ten Million Naira (N 10,000,000.00) by the corporate Affair Commission in collaboration with the National Board for Community Banks (NBCB).

Nnebuife Community Bank has Men and Women of good reputation and unquestionable character of the helm of its affair and at the top management levels, hence it continuous survival in the midst of the economic devitalisation engrossing the nation and it populace.

1.2     STATEMENT OF PROBLEM

          Like any other business enterprise, Nnebuife Community Bank concern is profit maximization. Pursuit of this objective, it is very essential that the Bank put motion some public relation strategy in achieving mutual understanding and good relationship between the Bank and its customer. 

Since profit maximization, and good relationship with the Bank’s public are desirable, the public relation practitioner or whosoever is responsible must work hand in hand in achieving the primary objectives of the Bank. And to achieve the primary objectives of the Bank, it is necessary to investigate the following:

(a) How is public relations practiced at the Nnebuife Community Bank (Nig) Ltd?

(b) Does the Bank have good and functional public relation s policy?

(c) How is the public relations policy implemented?

(d) How does the public relation officer relate to the public / customers of the Bank?

(e) What does the public perception of the Bank look like?

 

1.3     THE PURPOSE OF THE STUDY.

The purpose the study is to find out:

1. How Public relation is practiced at the Nnebuife Community Bank
2. The Procedure the Bank employs to achieve efficient and effective communication with its Public.
3. To justify the need for effective Public relation as a mean for goodwill and Customers satisfaction.
4. The effect of the Bank Public relation strategy o its customers.