Application of Public Relations in Sustaining Good Corporate Image in the Banking Industry.


This study takes a look at the banking industry through the eyes of public relations to see the level it applies public relations in sustaining its corporate image.

The banking industry has very large public that spreads across various segments of the society; this public includes corporate bodies Organizations, *Personalities and Communities.

This Public have a level of trust on this banks, but the recent crisis that has rocked the industry has shaken this trust and affected the public’s perception and relationship with this banks.

The works tries to investigate these issues and examine the extent they apply public relation tools and the level of trust the public have in them and to examine ways to restore the image by applying Public Relation tools.

After, recommendations were made that banks should encourage and apply Public Relation Tools in order to secure the public’s interest, the PR departments should also attract the public to invest in their banks through their programmes.

That central bank of Nigeria should increase interest on loans to customs and formulate policies that would assist banks engage in profitable trading.



  • Background of the Study
  • Statement of the Problem
  • Objectives of the Study
  • Research Questions
  • Research Hypotheses
  • Scope of the Study
  • Significance of the Study
  • Operational Definition of Terms References


  • What is Public Relations?
  • What is Corporate Image?
  • Corporate Reputation and Corporate Image
  • Identifying Organization’s Publics
  • Public Relations Objectives
    • Objective of Public Relations
    • Writing Public Relations Objective
  • Public Relations Models and Theories
    • Public Relation Theories
    • Theories of Relationship
      • Systems Theory
      • Situational Theory
    • Theories Of Persuasion And Social Influence
  • Social Exchange Theory
  • Diffusion Theory
  • Social Learning Theory
  • Elaborated Likelihood Model
  • Theories of Mass Communication
    • Uses and Gratification Theory
    • Agenda Setting Theory
  • Formulating a Corporate Image Strategy
    • Designing and Applying    The    Corporate    Image Management Plan
  • Summary References


  • Introduction
  • Research Design
  • Sources of Data
  • Area of the Study
  • Description of Research instrument
  • Pilot Survey
  • Population
  • Sample Size Determination
  • Sampling Technique
  • Validity of the Instrument
  • Reliability of the Research Instrument
  • Data Collection Procedure
  • Data Presentation and Analysis Method References

Chapter Four Presentation and Analysis of Data

4.1 Presentation of Data

  • Analysis of Data
    • Test of Hypothesis
    • Hypothesis One
    • Hypothesis Two
    • Hypothesis Three

4.2.4 Hypothesis Four

Chapter Five Summary, Recommendation and Conclusion




1.1 Background of the Study

Public Relations could be looked at from a variety of perspectives. The perspective that is emphasized at any point in time will reflect the orientations of the people involved and the uses they want to put it into.

But in doing so, there are some universally accepted angles from which we can look at the issues at hand.

To that extent, the British Institute of Public Relations (1982) defines public relations as the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public.

A critical look at this definition will communicate the deliberate nature of public relations practice. It is not done in a haphazard manner.

One must think through what is desired and choose methods carefully, making sure that systematic approaches and solutions that best suit the circumstance are built into the system, in order to increase capacity to produce excellent results in efficient manner.


Albert Bandura, (1977). Social Learning Theory. Eaglewool Cliffs, NJ. Prentice Hall

Appleby, R.C (1981). Modern Business Administration, (3rd Ed) Marshfield Massachusetts Pitman publishing limited

Bernard C. Cohen (1962) the Press and Foreign Policy (Princeton, NJ; Princeton University Press)

Black, Sam (1989): Introduction to Public Relations, London the Modino Press Limited.

Cutlip, Scot. M. and Allan. H. Centre (1978): Effective Public Relations New Jersey (Prentice Hall Inc.)

Drucker, Peter F. (1979): People and Performance: The Best of Peter Drucker in Management, London, Heinemann Publishers.

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