PUBLIC RELATION AS A MARKETING TOOL IN BUSINESS ORGANIZATION
(A CASE STUDY OF UBA BANK ENUGU BRANCH) .
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ABSTRACT
This thesis, PUBLIC RELATIONS AS A MARKETING TOOL IN BUSINESS ORGANIZATION (A CASE STUDY OF UBA BANK PLC ENUGU BRANCH) is based on finding out the need of public relations at marketing level in a business organization using UBA Bank of Nigeria Plc.
The objective of the study includes:
(1) To examine the impact of public relation as a marketing tool in UBA bank in Nigeria Plc.
(2) To determine whether or not some of those problems are caused by the bank’s management itself.
In this Research Work, the researcher has investigated on how het marketers sees public relations unit of the bank and how its activities affects the bank and also its benefits from the activities.
Questionnaires and oral interviews were used by the researchers to gather data in the analysis. A total of 126 questionnaires were sent out to respondents comprising of the management staff, marketing staffs, the working staffs, the operation staffs and customer of UBA Bank of Nigeria Plc. The researcher took note of their responses and this formed the basis of this research. Above all the researcher read and made use of important and reliable books written authors of public relations.
From the findings based on the objectives of the bank:
(1) PR is highly rated and is being used as a marketing tool and also contributed in the marketing activities in UBA.
Recommendation based on the findings
(1) For the bank to maintain the image or probably improve on it
(2) The bank must try as much as possible to follow up finding made by P.R. unit.
(3) If all these are properly done by UBA, the bank will grow and in profitability.
TABLE OF CONTENTS
CHAPTER ONE
1.0 INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 1
1.2 STATEMENT OF THE RESEARCH PROBLEMS 9
1.3 OBJECTIVE OF THE STUDY 11
1.4 SIGNIFICANCE OF THE STUDY 11
1.5 RESEARCH QUESTIONS 13
1.6 RESEARCH HYPOTHESIS 13
1.7 CONCEPTUAL AND OPERATIONAL DEFINITION
OF VARIABLE 14
1.8 LIMITATIONS OF THE STUDY 17
REFERENCES 19
CHAPTER TWO
2.0 LITERATURE REVIEW 20
2.1 THE HISTORICAL ANTECEDENTS OF
PUBLIC RELATIONS 20
2.2 PUBLIC RELATIONS DEFINE 26
2.3 OPERATIVE PARTS OF THE ABOVE DEFINITIONS 27
2.4 PUBLIC RELATIONS PROCESS 34
2.5 THE PLACE OF PUBLIC RELATIONS
IN MARKETING 38
2.6 AGENDA SETTING THEORY 45
2.7 PUBLIC RELATIONS STRATEGIES 46
CHAPTER THREE
3.0 METHODOLOGY 51
3.1 RESEARCH METHOD 51
3.2 STUDY UNIVERSAL/POPULATION 52
3.3 SAMPLE SIZE 52
3.4 INSTRUMENT OF DATA COLLECTION 54
3.5 METHOD OF DATA ANALYSIS 55
REFERENCES 56
CHAPTER FOUR
4.1 DATA ANALYSIS AND PRESENTATION
OF RESULT 57
4.2 RESULT 58
4.3 TESTING OF HYPOTHESIS 63
4.4 MAJOR FINDINGS 67
CHAPTER FIVE
5.1 SUMMARY AND CONCLUSION 68
5.2 RECOMMENDATIONS 69
BIBLIOGRAPHY 70
APPENDIX 71
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
Business organization do not exist in a vacuum. Whether dealing on good or specialized in rendering services. Organizations (both private and public) exist at the concept of people in two factors have added impetus to the concept of people in today’s organizations. They include firstly, the upsurge in the number of complexity of organizations and secondly are the ever increasing sophistication in the demand of consumers.
Today, the need for improvement in the use of “Public Relations” as a means of achieving greater organizational results is increasing being realized. Today, organizational result is increasingly. Today, organization that really wants to have the leading edge must be plugged or placed into trotline relationship with the customers and other publics. Today it is being realized, more than ever before, that any organization, which chooses to work at cross-purposes (misunderstanding) with its various public especially the customers will not survive for a long time. The nation of secrecy that characterized the activities of most business organizations is now for past.
Ikechukwu Nwosu (1990) rightly put it “Pubic relations is of great importance in human indispensability in creating goodwill, understanding the support needed between an institution (business organization) and its pubic”. This seen in his definition of public relation, when he said that pubic relations practice is a deliberately planned and sustained effort to establish and maintain mutual understanding between and organization and its public.
The prevailing nation that the customer is “all powerful and therefore needs to be consulted in the various stages of production of foods and service so that the product comes out exactly the way he wants it has made public relation more and more relevant in today’s business organization. So business organization in general must not isolate themselves from the public, but should maintain a cordial continuity relationship with them.
Banks have gone a long way in the country or society as a whole. They are recognized as business organization selling services to the public. The public’s readiness to buys the services depends largely on how much they know about the services and the confidence does not come however through “quietness” but through their effort in publicizing their activities on confidence overtime. Looking at the failed banks situation in the country where most customers of such banks lost their money to the illegal activities of such banks. So there is the need for publicizing bank activities for proper knowledge or information to the customers and public. By the time all the necessary information are made known to the public, dubious banks would be well differentiated by public.
Banks cannot afford and should not afford to loose their customers, particularly on a continuous basis. They have to strive to win customers but should not stop at that. They should also retain the customers and this has to do with public relations.
As a marketing function, public relations encompass the following:
(i) Anticipating, analyzing and interpretating pubic opinion, attitude and issues which might impact, for good or ill, the operations and plans for the organization.
(ii) Counseling marketing at all levels in the organization with regards to promotion, rospecting, presentation and follow up taking into account their public ramifications and the organization’s social or citizenship responsibilities.
(iii) Researching, conducting and evaluating on a continuous aims. Thus basis are programme of action and communication to achieve informed public understanding necessary to the success of an organization’s aims. This may include marketing financial, fund raising, employee, community of government relations and other programmes.
(iv) Planning and implementing the organization effort to influence or change public policy.
(v) Setting objectives, planning, budgeting recreating and training staff, developing facilities; in short managing resources needed to perform all the above (Salu 1994).
Banks exist, therefore to serve the financial needs and wants of people as individuals, business, institutions, government, etc.
Conversely, a public relation is primarily concerned with creating goodwill, promoting and selling banks services, that marketing in order to enhance banks profitability.
However, of recent, many factors has contributed to the decline of banks such factors include inflation, central banks regulatory guidelines, poor management of institution, fraud and malpractices, demarketing, bad asset composition, political instability among others. Such factors have sent home some banks to their distress level today. Public relation through its specialized communication skills owed it a duty to package effective communication messages necessary to put the management and staff of the bank a positive perspective or point of view, making them to shun such vices like external public in a position to see them so. Such vice malpractices are like fraud, malpractices et.c that run counter to the wealth development of the sector. The public relations department owes its as a duty to carry out trend analysis or environment scanning by engaging or a periodic assessment and monitoring of banks environment.
The department in doing this uses the formula know as SWOT analytical approach ie. you assess the banks system Strength, Weakness, Opportunity and Threats and provide adequate information to the marketers. (Nwosu, 1996).
It is indeed painful to note that after many years of the integration of the department in the banking system, banks have not changed much for the better. Worthy to mention in this discourse is also the fact that some banks give a lean attention to the department while others, out of deliberate misinterpretation and misconception or through ignorance thought of the department to be negligible or have not effect at all.
It was against this backdrop or finding lasting solution to this sector that rekindled the interest of the research in assessing the use of public relations as a marketing tool in business organization (UBA Bank of Nigeria, Enugu Branch)
HISTORY OF UNITED BANK OF AFRICA PLC
United Bank of Africa Plc (UBA) is a public limited company incorporated in Nigeria in 1961 and headquartered in Lagos. It is one of the Africa’s leading financial institutions offering universal banking to more than 7 million customers across 750 branches in 19 Africa countries and presence in New York, London and Paris- formed by the merger of the commercial focused UBA and the retail focused standard Trust Bank in 2005, the Bank purports to have a clear ambition to be the dominant and leading financial service provider in Africa.
UBA history dates back to 1949 when the British and French Bank Limited (BFB) commenced business in Nigeria following Nigeria’s independence from Britain UBA was incorporated in 1961 to take over the business of BFB. Today’s Untied Bank of Africa Plc (UBA) is the product of the merger of Nigeria third and fifth largest Banks, namely the old UBA and the former Standard Trust Bank Plc, and a subsequent acquisition of the erstwhile Continental Trust Bank Limited (CTB). The union emerged as the first successful corporate combination in the history of Nigeria banking.
OPERATIONS
Corporate Profile
Since its historical emergency from the merger of former Standard Trust Bank and UBA Plc, the UBA Group has positioned itself to be Nigeria’s dominant bank and a leading player in Africa continent. In 2000, Europe’s frontline finance and economy magazine, euro-money named UBA the Best Domestic Bank in Nigeria, in recognition of the Bank’s exponential growth in the past couple year and the comparatively higher inflow of investment from global finance players in 2007, Pan-Africa Newsmagazine awarded UBA the Emerging Global Bank Award indicative of the international bank which has most positively influenced the Africa continent.
UBA has consistently positioned itself as the bank to beat in Nigeria’s financially strong banking industry.
1.2 STATEMENT OF THE RESEARCH PROBLEM
A public relations department of business organization is charged with the duty of establishing, sustaining and mutual understanding between the organization with its various public. It is a deliberate action. Its publics are generally divided into “internal” and “external” publics. The internal publics consist of consumers, government, dealers, suppliers, member of the community and the mass media etc. public relation is the management of internal and external communication of an organization to create and maintain a positive image. Public relations involves popularizing success, down laying failures, announcing changes, and many other activities. The relation existing between an organization and its public is deliberately established ie. (the staff and the management). Also that the external public of the organization will depend on the amount and quality of information available to them about the organization.
Organizations are often accused by customers and employees of being nonchalant of their demands, these organization are accused of outright hostility often bordering on belligerence. These organization are so short-circuited to foresee that there are bound to be reactions when standards of expectations are not met.
Public relations is hardly recognized as the necessary step in building bridges of good will and mutual understanding between the organization and its various public where it is given any recognition. It is almost seen as an appendage (ie. make up) to the chief executive and practitioners, seen as errand boys, with really inculcating them in the management boardrooms and decisions so that they can contribute meaningfully in the states of the organization – UBA banks, though leading in the country, has is own problems in relating with its own customers. Customers still complain of poor services, delay in banking services.
This study will look at how problems are made to the bank and how effective the public relations play their own part by relating it to the management ie. if they are given the opportunity at all to relate with the management board.
1.3 OBJECTIVES (AIMS) OF THE STUDY
The objective of the study is to examine the impact of public relations as a marketing tool in UBA bank of Nigeria Plc. Again to determine weather or not some of these problems are caused by the bank’s management itself.
