PUBLIC RELATION AND IT’S IMPACT IN THE BANKING
INDUSTRY
(A Case Study of GT Bank Kaduna Branch)
ABSTRACT
The study based on public relation and it’s impact in the banking
industry (a case study of GTbank Kaduna branch). The study adopted
survey research method using questionnaire as the instrument for gathering
data. In
writing this project, the research begin with a general introduction of the
subject matter, statement of the general problem, as related to the organization
rationale or objectives of the study,
the scope of the study, limitations of the
study and definition of terms. Review of related literature of the
scholars are also highlighted in notable areas. Other areas of interested study
include the methodology of the entire
research work, this include methods
or approaches used, instrument used,
research population and sample size, sampling procedure employed, justification
for sample selected, statistical
technique used in analyzing the data as well as the formulation of
hypothesis. For
the findings of the research, 97% of respondents were positive on the fact that
public relations help in building favourable image for an organization. The
study therefore concludes that public relations are a veritable tool for
maintaining favorable image for every corporate organization.
TABLE OF CONTENT
Title Page – – – – – – – – – – i
Declaration – – – – – – – – – – ii
Approval Page – – – – – – – – – iii
Dedication – – – – – – – – – – iv
Acknowledgement – – – – – – – – – v
Abstract – – – – – – – – – – vii
Table of content – – – – – – – – – viii
CHAPTER ONE
1.1
Introduction
– – – – – – – – 1
1.2
Statement
of Problem – – – – – – – 4
1.3
Aims and
Objectives – – – – – – – 4
1.4
Significance
of the Study – – – – – – – 5
1.5
Scope of
the Study – – – – – – – 6
1.6
Limitation
of Study — – – – – – – 6
1.7
Research
Hypothesis – – – – – – – 6
1.8
Theoretical
Framework – – – – – – – 7
1.9
History
of Case Study – – – – – – – 10
1.10
Definition
of Terms – – – – – – – 12
CHAPTER
TWO
Literature
Review
2.1
Public
Relation as a Case Study – – – – – – 14
2.2
Public
Relation Strategies in an Organization – – – 20
2.3
Purpose
and Philosophy of Public Relation – – – – 25
2.4
Public
Relation Department – – – – – – 28
2.5
Functions
of Public Relation Department – – – – 30
2.6
History
of Public Relation – – – – – – – 32
2.7
History
of Public Relation in Nigeria – – – – – 33
CHAPTER
THREE
Research Methodology
3.1
Research
Design – – – – – – – – 36
3.2
Research
Instrument – – – – – – – 39
3.3
Method
of Questionnaire Administration – – – – 42
3.4
Sampling
Population – – – – – – – 42
3.5
Sample
Size – – – – – – – – – 43
3.6
Sampling
Technique – – – – – – – 43
3.7
Area of
Study – – – – – – – – 44
3.8
Statistical
Technique in Data Analysis – – – – – 45
CHAPTER
FOUR
Data
Presentation and Analysis
4.1 Introduction – – – – – – – – 46
4.2 Discussion of Research Findings – – – – – 57
CHAPTER FIVE
Summary,
Conclusion and Recommendations
5.1
Summary – – – – – – – – – 66
5.2
Conclusion
– – – – – – – – – 67
5.3
Recommendations – – – – – – – – 68
Bibliography
Appendix
CHAPTER ONE
1.1 INTRODUCTION
The business world can be extremely competitive,
companies typically want to have something that makes them stand out from the
crowd, something that make them more appealing and interesting to both members
of the public and the media. A favourable image can help increase a company’s
sales and negative publicity can damage a company’s reputation and decrease
sales. Public relation (PR) can give consumer and the media a better
understanding of how a company works. Within a company, a public relation
department might also be called a public information department or a customer
relations department assist customer if they have any problem with the company.
They usually try to show the company at its best.
Public relation department also might conduct
research to learn how satisfied customers are with the company and its
products. There are many tools and methods that a public relations department
can use to enhance a company’s image. The tools that have been traditionally
used include news releases and announcement that are sent to the media, news
letters that are sent to customers and appearances at public events, such as
trade shows or conventions. With the proliferation of the internet, PR
department can now use tools such as blogs and social media net works to
accomplish their goals. Many people have the perception of public relation (PR)
as a way to “sprier” news and information, which means to portray the news or
information in the best possible way for the company. If a company announces
layoffs, its public relation department might claim that the company is lowering
its costs and making itself more efficient, so it will be better able to serve
its customers at lower prices. As long as those things are true, then the
public relation department is doing its job of protecting its reputation and
image. Stretching the truths are exposed. There include a high level of
communication skills, both written and verbal. A public relation person (PR)
also must be adapt at multitasking and time management. He or she might have
some form of media background or training to understand how the media works.
Organizational and planning skills also are important in public relative. A
public relation employee must be able to work well under pressure.
Finally, in most large companies, public relation
is specialties in itself guided by specific disclose regulations.
1.2 Statement
of the Problem
Public relation can be difficult, but it can also
be fun. There’s nothing more rewarding than knowing that the people you reach
are walking away with valuable information whether they choose to take immediate
action or not. A favourable image can help increase a company’s sales, and
negative publicity can damage a company’s reputation and decrease sales. The
question then is, how far has public relations been able to achieve the set
objective over the years in banking industry. Thus is what this research is out
to examine.
1.3 Purpose
of the Study
The study is on public relation and its impact in
the banking industry aimed to achieve the following objective:
– To examine how public relation programmes are being
used by GTB in improving its prestige and image with the public.
– To find out how often do the bank undergo special
events like formal press conferences and grand openings.
– To examine the bank’s public service activities
such as chainable donations and sponsorship of events.
– To determine the varieties of marketing
communicators use by the bank such as media releases, news conferences and
article placement, to generate publicity.
1.4 Significance
of the Study
The study both theoritical and practical
application as the relevance, it is not only academic but practically oriented
in management related business outfits. The study is on practical fulfillment
of the award of Higher National Diploma (HND) in marketing. The work will be of
benefit to the management staff of Guarantee Trust Bank (GTB) Kaduna through
recommendation offer by the researcher. The work will be of benefit to the
researcher because his mental faculty toward the subject matter will be
enhanced.
1.5 Research
Question
In the course of the study the following research
questions was developed.
– How often do the bank undergo public relation
programmes in a year?
– How does the bank carry out its public service
activities like event sponsorship/donation?
– Who unbehalf of the bank handle formal press
release and conferences.
1.6 Scope of
the Study
The scope of the study is on “public relation and
its impact in the banking industry”. The scope will also cover various
definition of public relations, historical perspective of public relations,
impact, role, skills needed in public relation department and steps in public
relations programmes etc. the scope will be restricted to GT Bank Kaduna
branch.
1.7 DEFINITION OF OPERATIONAL TERMS
Public relations: This is an activity aimed at increasing communication and
establishing favourable relationship between an organization and its public. It
is also a planned and sustained effort to establish and maintain goodwill and
mutual understanding between
an organization and its public
Publics: These
are group of people with which an organization communicates. Publics are also
those who are affected by an organizations activities e.g employees, neighbours
potential employees, consumers, opinion leaders, share holders, youth,
community, politicians etc.
Tool: This
entail a process or means through which an aim is achieved tools are also
things or instruments that help you carryout your duties.
Relations: The
way two or more things behave with each other.
PR: Abbreviation
of public relations
Organization: A
company, industry or business enterprise.
Research: This
is the process of finding out or discovering what is not previously known.
Strategy: This
is an art of planning an operations it is also a skill in managing an affair.