THE ROLE OF PUBLIC RELATIONS IN BUILDING CORPORATE IMAGE (A STUDY OF FIDELITY BANK PLC)

Abstract

This study investigated the role of public relation in creating and building corporate image of fidelity bank. In a competitive industry like banking sector, customers are interested in corporate image of banks in relation to their financial integrity. The study used the social responsibility theory of the mass communication and adopted the survey research design of which 15 items questionnaires were administered to elicit information from180 customers of Fidelity Bank, Abraka branch which have a total 4,000 customer population. This study on the role of Public Relations in Building Corporate image of Fidelity Bank Plc have shown that public relations is paramount in the banking sector where different banks are competing with each other in winning more customers. From the findings, Fidelity bank plc has an average corporate image. Fidelity bank should at regular intervals review her public relations activities that project corporate image. Management should endeavour to map out public relations strategies that will generate the attitude and perception of customers in service delivery and corporate image rebranding. Relationship sales managers (RSM) should understand that they are the field public relations officers. They should project good corporate image by the way they communicate, sell products, relate and resolve customer complaints.

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