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CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
To survive in the banking business effective public relations is inevitable. Gone are the days when some banks thrived because the customer had no choice. The situation today is that the bank must convince the customer, to attract his patronage. In other words, customer satisfaction has become a basis for attraction. Also in the banking sector, public relations are most needed to boost customer relations, financial relations and shareholder relations which in turn will help to build a sustainable corporate image.
However, at the close of last millennium two major contradictory phenomena occurred in Nigeria banking sector. The older banks in the sector were not really performing their financial intermediation roles to expectation . some of these older banks that were deemed to have grown solid in every confidence and credibility . this was largely kue to liquidity problems or what has been referred to as financial distress in the industry or better put banking in business for ages and are still strong to survive whatever vicissitude this millennium might bring to the industry .
The issue of public relations was regulated to the background by some banks prior to (during) the distress era of the banking industry. What informed these banks attitudes is largely due to lack of proper
understanding of what public relations stands for and its principles.
Another glaring factor that has been ascribed to this ill attitude is that
PR is being misconstrued to mean the same thing as advertising ,
publicity
or
marketing. And
because
f this
misconception,
public
relations activities are not giving adequate attention where they
exit in
such organization. It is unfortunate thing that
some
claim
that
they
do
not use public relations, some even
pride
themselves
on the
fact
they
do not need public relations though
in
such banks
its
easy
to
spot
public relations in their daily operations.
Consequtly a number of banks dubbed ‘New
Generation
Bank
(NGBs)” sprang up within the same
period
when
the majority
of
the
old generation banks were distressed
o meet
the
banking needs
of the
masses and have remained on the
scene
till date. The
contradiction
here stems from the fact that while the distressed
banks
could
not
survive the stiff central bank guidelines and the ever
rising
inflation in
the amid
acutely
low customer
patronage, the NGBs
have managed to
remain afloat
even
in the face of
more stiff operational
climate.
The advent of new generation banks and finance houses and the
consequent cut-
throat competition call for effective
public
relations as
an augmentation
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