Abstract
This work is aimed at looking into the impact of public
relations in First Bank of Nigeria PLC Enugu Zonal Headquarters. First Bank is
a corporate organisation with network of branches. Public Relations role in
First Bank of Nigeria PLC cannot be over emphasized because the services of
First Bank must satisfy the aspirations of its publics. This research
identifies how public relations can help in maintaining high acceptable
corporate identity, corporate image and corporate communication in First Bank
PLC Enugu Zonal Headquarters. The survey research method was used in this study
as the population was picked amongst the internal and external publics of First
Bank of Nigeria PLC Enugu Zonal Headquarters. Copies of questionnaire were
administered to the respondents to elicit information that helped in the
organisation of data and presentation. The researcher showed that public
relations can help in uplifting the image of First Bank of Nigeria PLC Enugu
Zonal Headquarters. The researcher recommended that First Bank of Nigeria PLC
Enugu Zonal Headquarters should consult a public relations practitioner in
dissemination of information to its publics.
Table of Contents
Abstract xi
CHAPTER ONE:
INTRODUCTION
1.1
Background of the Study 1
1.2
Statement of the Research Problem 5
1.3
Objectives of the Study 5
1.4
Research Questions 5
1.5
Research Hypotheses 6
1.6
Scope of the Study 7
1.7
Significance of the Study 7
1.8
Operational Definition of Terms. 7
CHAPTER TWO:
LITERATURE REVIEW
2.1
Introduction 9
2.2
Review of Concept 9
2.3
Review of Related Studies 17
2.4 Theoretical Framework 18
2.5
Summary of Literature Review 22
CHAPTER THREE:
RESEARCH METHODOLOGY
3.1
Introduction 23
3.2
Research Design 23
3.3
Population of the Study 23
3.4
Sampling Technique/Sample size 24
3.5
Description of Research
Instrument 25
3.6
Validity of Data Gathering
Instrument 25
3.7
Method of Data Collection 25
3.8
Method of Data Analysis 25
CHAPTER FOUR: DATA
PRESENTATION AND ANALYSIS
4.1
Introduction 27
4.2
Data Presentation and Analysis 27
4.3
Testing of Hypothesis 36
4.4
Discussion of Findings 41
CHAPTER FIVE:
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1
Introduction 43
5.2
Summary 43
5.3
Conclusions 43
5.4
Recommendations 44
5.5
Suggestions for Further Studies 44
REFERENCE 45
APPENDIX
A 47
APPENDIX
B 48
List of Tables
Table
1: Gender of Respondents. 27
Table
2: Age bracket of Respondents. 28
Table
3: Occupation of Respondents. 28
Table
4: Marital Status of Respondents. 29
Table
5: Academic Qualification of
Respondents. 29
Table 6: Degree
of agreement that Public Relations practice
is
important in a corporate organization 30
Table 7: Number of respondent that have an account
with FBN Enugu 30
Table 8: The kind of account the respondents
operate . 30
Table 9: Relationship
of Respondents with FBN Enugu Zonal
Headquarters. 31
Table 10: How often Respondents receive information
from the bank. 31
Table 11: The
means through which respondents receive information
from
the bank. 31
Table 12: Number of account holders that ever applied
for a loan. 32
Table 13: Number of loan applicants that were granted
loan 32
Table 14: Degree
of agreement that the Public Relations practice of FBN
Enugu
Zonal Headquarters attracts new customers.
33
Table 15: Degree
of agreement that the Public Relations practice of the bank
helps
to maintain its customers. 33
Table 16: Degree
of agreement that the Public Relations practice of FBN
Enugu
Zonal Headquarters have positive impact on its customers
Satisfaction.
34
Table 17:
|
The success of FBN Enugu
Zonal Headquarters depends on the
|
|
|
collaborative
efforts of its entire staff .
|
34
|
Table 18:
|
Degree of agreement that
the Public Relations practice of FBN
|
|
|
Enugu Zonal Headquarters
have been able to create and secure
|
|
|
understanding
on the parts of its publics.
|
35
|
Table 19:
|
The success of Public
Relations practice in FBN Enugu Zonal
|
|
|
Headquarters depends on the
effectiveness of its public relations
|
|
|
officer.
|
35
|
Table 20:
|
The Public Relations
Department of FBN Enugu Zonal Headquarters
|
|
|
should take credit for the
continuous profit posting of the bank‟ | |
CHAPTER ONE
INTRODUCTION
Background of
the study
For
proper perception and understanding of this work, it will be wise to trace the
historical background of the bank under study which is First Bank of Nigeria
Limited in line with background of Public Relations.
According to Edward Louis Bernays, Public
Relations is “Practically as old as society”. Patrick Jackson, a publisher of
the Public Relations society of America (PRSA) asserts that Public Relations
arose from the basic need of building and improving human relationship which
existed immediately God created Adam and Eve. The concept of Public Relations
has been with man. The creation of Public Relations between the creator and the
creature both bought harmony and understanding in their relationship. Public
Relations, however, existed during the days of Moses. Moses was a stutter and
needed someone who would convey message to the Israelites on his behalf. Aaron,
his brother was appointed; therefore, he was a link between the Israelites and
Moses. From the biblical perspective, Aaron was a public relations officer.
Thus, public relations has been practiced, even if only amateurish, since the
beginning of mankind.
In
ancient societies, human communication was limited by space and time. Due to
the absence of modern technology, majority of the people lived simple lives in
farms and small settlement. Therefore, communication flow in the olden days was
primarily personal. The potentials and application of Public Relations
increased as societies became more urbanised, civilized and complex. As
population increased, so did the need problems of Public Relations. Public Relations as a paid profession began
in 1900, when the first public relations agency, the publicity Bureau, was
founded. Ivy Lee and Edward Bernays, who are both referred to as the father of
Public Relations, helped etablish the field as a professional practice in the
United State. Arthur W. page is considered the father of corporate Public
Relations. The field became more established after world war 11, in part due to
talent from war-time publicity efforts moving into the private sector. Trade
associations, industry publications and academic journals were developed. Some
of today‟s largest Public Relations agencies were founded in the 1950s and
began competing globally in Europe and Asia in the beginning in the 60s and
70s.
The
1900s were marked by „explosive growth‟ for the Public Relations field-
Internet technologist and social media changes public relations tactics,
agencies consolidated and new specialties were introduced such as investors relations
and community relations.
Public Relations practice in Nigeria was
introduced from Britain through the vehicle of colonialism. The introduction of
Public Relations practice in Nigeria was done through the initiatives of the
colonial government and its obedient servants. Being an adjact of Journalism,
Public Relations became an important
element in public communication in the colonial days. The pioneers were
non-natives. Many of the existing newspapers were already enjoying patronage of
the people and those in government. The government felt the need for another
branch of communication which would convey subtly, its feelings to the people
without really going through the rigours of mental composition of communication
acts. During the Second World War (1940), the government urged for more
channels of communication which became more pronounced, especially the need to
present and analyse information about the war. This eventually led the
government to establish an office of information where correct information
about the war efforts was sent out to people through the wireless.
This
was in January 1, 1944. Later in 1944, this information office was changed to
Public Relations office to really make its functions strictly tailored towards
image making and creating favourable impressions about the war itself. The
Public Relations office began to play a role which served the Nigerian press
and their consumers tremendously. It placed its information facilities at their
disposal and provided them with photographs on the prosecution of the war. Two
Nigerian newspapers, the West Africa Pilot and Daily Service wrote edition on
this development calling for the setting up of a permanent Public Relations
office as early as the early forties. It was this Public Relations outfit set
up by the colonial government that metamorphosed into the Federal Information
Service in 1950.
In 1963, the Nigerian Institution of Public
Relation s (NIPR) was established as a regulatory body for Public Relations
practice in Nigeria.
Background of First
Bank plc.
The
Bank was founded in 1894 by a shipping magnate from Liverpool, Air Alfred
Jones. The bank Commercial as a small operation in the office of Elder Dumpster
company on March 31st, 1894 with head office in Liverpool it started
business under the corporate name of the Bank for British West African (BBWA)
with a paid-up capital of 12,000 pounds sterling after absorbing its
predecessor, the African Banking corporation, which was established in 1892.
Due to their impressive growth, they worked closely with the colonial
government in performing the traditional function of a central bank such as
issues of species, in the West African Sub-region.
To
justify its West African coverage, a branch was opened in Accra, Gold Coast
Ghana in 1896 and another in Freetown, Sierra-Leone in 1899. These, marked the
Genesis of the banks operation. The second branch of the Bank in Nigeria was in
Calabar of Cross River State in 1990 and two years later, service spread all
over Nigeria, with a network of 315 branches opened throughout the branch
network in the industry.
To
satisfy the needs and service of its customers, First Bank of Nigeria has
corporate and retail banking, registration trusteeship and insurance brokerage.
Diversified into a wide range of banking activities and services, these include
corporate and retail banking, registration trusteeship and insurance brokerage
to take advantage on several restructuring initiatives. In 1957, it changed its
name from Bank of British West African to Bank of West Africa.
In
1964, the bank was incorporated locally as the stands Bank of Nigeria Limited
in line with the company‟s decree of 1968. Change in the name of bank also
occurred in 1979 and 1991, the name of the bank was changed to First Bank of
Nigeria PLC respectively. In
1985, the bank introduced a decentralized structure with
five regional administrations.
This was reconfigured in 1992 to enhance the bank‟s
operational efficiency.
In
1966, the bank introduced the First bank of Nigeria (FBN) century 11 projects
to resolutionize its operations in line with the dynamics of the environment.
The bank has continued to be leader in financing long term investments in the
economy, which was demonstrated in 1947, when the First long-time loan was
advanced to the colonial government. To demonstrate its commitment to its
customers and the development of the Nigeria economy, the bank has since
broadcast its loan and credit proportion to various sectors of the economy.
The bank has grown tremendously,
judging from a number of branch parameters
including number of branches, growth in deposit base, asset
size of loans and advances.
Public Relations Practice of the First Bank of Nigeria PLC Public
Relations Department.
Public Relations stated fully when the
performance of the Bank was shaky and size of the evaluation of employees
performance by not measuring and reporting the employee‟s behaviour and
accomplishment for a given period for the purpose of improving job performance.
So, the bank was way backwards. It lacked improvement in the economy
development in which is an objective establishment.
Infact, the responsibility of the Public
Relations is to protect the image of the organisation to the general public.
The Public Relations practice was designed to protect the image of the bank,
plan and execute all approved Public Relations programmes for the bank.
Such programmes include:
(a) Organizing
workshops, seminars and facility visit for staff.
(b) Ensuring
effective flow of information and promote the company‟s view point among
government bodies.
(c) Enhancing
goodwill between First bank of Nigeria PLC Enugu zonal Headquarters and its
publics through distribution of corporate gift.
1.2
Statement
of the Research Problem
Corporate organisations have been embarking on
Public Relations to create and maintain a mutual understanding with their
publics.
Therefore, the statement of problem is to know
the relevance of Public Relations in a corporate organisation, using First Bank
of Nigeria PLC Enugu Zonal Headquarters as a study.
1.3
Objectives
of the Study
1. To
know whether corporate organizations should continue in Public Relations.
2. To
find out whether Public Relations is expensive or not.
3. To
know how Public Relations helps in creating and maintaining a mutual
understanding between a corporate organization and its
publics.
4. To
determine whether Public Relations can attract new customers to the bank.
1.4 Research Questions
1.
Has the Public Relations practice of FBN Enugu
Zonal Headquarters been able to create and secure understanding on the part of
the publics in order to patronize the bank?
2.
Does First Bank derive her continues profit
posting as a result of efforts of the Public
Relations outfit of the Bank?
3.
Has the Public Relations program of the First
Bank of Nigeria PLC Enugu Zonal
Headquarters contributed to the overall improvement the FBN
(PLC)?
4.
Does the practice of Public Relations in First
Bank of Nigeria PLC Enugu Zonal
Headquarters attract new customer to the Bank?
1.5 Research Hypotheses
The following
research hypotheses are to be tested so as to ascertain the extent of the
effectiveness of public relations by a corporate organisation using First Bank
as a study.
H1:
|
(Alternative): Public Relations practice has been able to
create and secure understanding on
the part of the publics in order to patronize the bank.
|
H0:
|
(Null): Public Relations practice has not been able to
crate and secure understanding on the part of the publics in order to
patronize the bank.
|
H2:
|
First Bank continuous profit posting is as a result of
efforts of the Public Relations outfit of the bank.
|
H0:
|
First Bank continuous profit posting is not
as a result of efforts of the Public Relations outfit of the bank.
|
H3:
|
The Public Relations
program of the First Bank of Nigeria PLC, Enugu Zonal
|
Headquarters has contributed to overall improvement of the
First Bank of Nigeria
PLC.
H0:
|
The Public Relations
program of the First Bank of Nigeria PLC, Enugu Zonal
Headquarters has not contributed to overall improvement of
the First Bank of Nigeria PLC.
|
H4:
|
The practice of Public Relations in First Bank of Nigeria
PLC, Enugu zonal headquarters attracts new customers to the bank.
|
H0:
|
The practice of Public Relations in First Bank of Nigeria
PLC, Enugu zonal headquarters does not attract new customers to the bank.
|
1.6
|
Scope of the Study
|
This study is focused on the impact of Public Relations on a corporate
organisation. For clarity and concise, this study is basically a study on First
Bank of Nigeria PLC, Enugu Zonal Headquarters.
1.7 Significance of the Study
This study will be
of immense help to the following:
(1) Customers.
(2) Researchers.
(3) First
Bank PLC.
It will help the
customers to know about First Bank PLC and their competency. It will help to
provide an in depth knowledge for the better understanding of the relevance of
Public Relations in a corporate organisation to the researcher. It will be of
great benefit to First Bank of Nigeria PLC. Thus, it will make the management
to recognise that the corporation of the publics is very important to the
existence and progress of the bank.
1.8 Operational Definition of Terms
It is of
importance to define most terms used in the study for clearer understanding.
Impact : A strong
effect.
Public
Relations: The deliberate and planned effort to create and maintain a
mutual understanding between an organisation and its publics.
Corporate
Organisation: A united single group that share the same ideology and is
recognised by the law.
First
Bank of Nigeria plc: A Nigerian bank and financial service company. It is
the country‟s largest bank by assets.
Enugu Zonal Headquarters: An
office where business for Enugu geographic area is handled
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