EFFECTIVE PUBLIC RELATIONS IN FINANCIAL INSTITUTIONS: THE CASE OF FIRST BANK PLC OWERRI, IMO STATE, NIGERIA.

ABSTRACT

The banking sector in Nigeria has sustained various reforms aimed at strengthening the sector. The banking consolidation of 2005 brought about a new face of banking in Nigeria with healthy banks competing among themselves in the financial system. Due to the desperation initiated by the reforms, many banks relied on public relations to survive the hammer of the Central Bank of Nigeria. Ineffective customer relations, communication and lack of mutual understanding between organizations and their customers are continuous public relations challenges. Therefore, this study examined the relevance of public relations in the Nigerian banking sector, using First Bank PLC, Owerri as a case study. The study made use of the systems theory to analyze the use of effective customer relations, as a public relations strategy to boost the patronage and delivery of quality customer service in First Bank Nigeria, Owerri. Using the available sampling technique of the survey methodology, 230 copies of two different structured questionnaire and interview were analyzed. The findings revealed that establishing efficient customer relations between banks and their customers is a prerequisite to sustaining mutual relationships as it can lead to customer retention and also attract potential customers. Findings also revealed that customers of FBN, Owerri rated the customer relations programmes and services of the bank high. It was also observed that effective customer relations led to increased patronage and attracted potential customers to a great extent. Based on this, it is recommended that banks’ management must recognize the enormous importance of their public relations units and ensure that adequate funding is made available for the units to effectively carry out their responsibilities

Keywords: Public Relations, Financial Institutions, Customer Relations, Bank, Public Image.