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PUBLIC RELATIONS AS A MEANS ENHANCING BANKING OPERATIONS A CASE STUDY OF FIRST BANK OF NIGERIA PLC ENUGU MAIN BRANCH

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Abstract

This work was done to final out the assessment of the mass media’s role in the campaign against drug abuse, because drug abuse has become a serious problem we are facing both in Nigeria and in other parts of the world. The objectives of this research is to find out if drug abuse has increased crime rate in Nigeria, to find out if the mass media is performing their functions effectively, its assessment in the campaign against drug abuse in Nigeria and what impression people have about drug abuse in Nigeria. A critical review of related literature was made. The methodology used, the research design, sample, the method of data collection and analysis is found in chapter three. Chapter four is devoted to the analysis of data collected and results of the research. Tables were used in the results. Chapter five contains the summary of the study and the recommendations for further study.

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 19

th

 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”

• PR PRACTICE OF THE FIRST BANK PR DEPARTMENT

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.

1. Direction of programmes designed to promote the  institution point of view among the publics.
2. Ensuring pre flow of  information  and promote the company’s view point  among government bodies.
3. Carrying out analysis of news in newspaper, radio and television programmmes.
4. Enhancing goodwill between first bank Nigeria Plc. Main branch Enugu and it s publics through distribution of corporate gifts .
5. Organizing workshops, seminars and facility visit for the staffs.

 

• STATEMENT OF RESEARCH PROBLEMS

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.

• Means Conceptual

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.