University of Nigeria Research Publications

Aut

hor

OMALE, J. Adejo

PG/M.Sc/05/45415

Title

Public Relations and the Corporate Image: A Study of United Bank for Africa and

Intercontinental Bank PLC

Facu

lty

Business Administration

Dep

artm

ent

Marketing

Dat

e

January, 2007

Sign

atur

e

Codak Equip-Blndlng Segment 20 College Road, Ogul New Layo~i

Enugu,

PUBLIC RELATIONS AND THE CORPORATE IMAGE (A STUDY OF UNITED BANK FOR AFRICA AND

INTERCONTINENTAL BANK PLC)

OMALE, J. ADEJO

PG/M.Sc/OS/454 15

PUBLIC RELATIONS PROGRAMME,

DEPARTMENT OF MARKETING,

FACULTY O F BUSINESS ADMINISTRATION,

UNIVERSITY O F NIGERIA,

ENUGU CAMPUS,

January 2007

PUBLIC RELATIONS AND THE CORPORATE IMAGE

(A STUDY O F UNITED BANK FOR AFRICA AND

INTERCONTINENTAL BANK PLC)

BY

OMALE, J. ADEJO

A RESEARCH PROJECT WRITTEN IN PARTIAL, FULFILMENT O F T H E

REQUIREMENT FOR THE AWARD O F MASTER O F SCIENCE, (M.Sc)

DEGREE IN PUBLIC RELATIONS.

SUBMITTED T O

PUBLIC RELATIONS PROGRAMME,

DEPARTMENT O F MARKETING,

FACULTY O F BUSINESS ADMINISTRATION,

UNIVERSITY OF NIGERIA,

ENUGU CAMPUS.

SUPERVISOR: CHIEF ACHISON, C.B.

We approve that this research project "Public Relations and the

Corporate Image (A study of United Bank for Africa and Intercontinental

Bank Plc) was conducted by OMALE, J. ADEJO

((PG/M.SC/04/45415) in partial fulfillment of the requirements for the

award of Masters of Science (M.Sc) Degree in Public Relations.

Also, we certify that to the best of our knowledge, the work b

embodied in this study is original and that no such work has been

submitted for the award of M.Sc Degree in this

Programme/Department/University or any other University.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

OMALE, J. ADEJO (PG/OS/M.Sc/ 54 15 It

CHIEF A C H I ~ O N , C.B. (SUPERVISOR)--

. . . . . . . . . . . . . . . . . . .

DATE

-CA>T .................

DATE

DATE

.................................... EXTERNAL EXAMINER

..................... DATE

DEDICATION

To God; for His providence.

To my Parents (Mr. Fidelis Omale KSM and Mrs Mary O~riale

LSM) for their love and support, and;

To my Uncle, Late Hon. Dan Kadiri Yunusa, Who insisted I must

have this Degree (M.Sc) but death did not let him see it. Rest in peace!

ACKNOWLEDGEMENT

No man, no matter how strong, can achieve any feat on earth

without the presence and gace of God in his life. I therefore thank

God Almighty for His love, care and the strength that saw me through

this work.

In a special way, I thank my parents Mr & Mrs Fidelis A. Omale

(KSM) for their financial, moral and emotional support.

I am also grateful to my uncle Late Hon. Dan Kadir'

insisted 1 must acquire a Masters Degree, but the cold

snatched him away. May his soul rest in peace. (Amen)

I Yunusa. He

hands of death

b

I appreciate the constructive contributions of my supervisor, Chief

C.B Achison. He made this work the stuff it is.

My heartfelt appreciation, love and thanks to my siblings, Mrs.

Philomena Ojidu and her family, Unekwu, Ejura a~id Aromc Omalc

for their prayers and assistance.

I owe a debt of gratitude to my cousin . Mr. Roland Idakwoji

Yunusa for his moral and financia1 support, and for materials that

remained invaluable to this study. I also use this medium to

appreciate the contributions of my cousins and relatives.

My friends, too numerous to mention here, contributed in their

various ways. Mention, however, must be made of Mr. Julius Ajah

who'provided materials from UBA, Mr. Usman Sule for guiding my

research, Mustapha Yakubu who was with me all through, John,

Sunday, Ngozi, Chika and Machiavelli, for their company, as well as

Diem my roommate.

ABSTRACT

The complexity of changes in the competitive world today, has

accentuated the need for promotional strategies that would give

organizations an edge over others. This study was therefore embarkcd

upon with the view of exposing the gains of good public relations

practices in organizations and what they stand to benefit from a good

corporate image.

In carrying out the study, the survey research method was adopted.

A total of one hundred and seventy questionnaires wcre retumcd. 'Thc

sample, randomly drawn from academics, students, civil servants, #

bankers, traders and public relations practitioners was used for this study.

The data gathered were presented in tables with percentages of each

category calculated. Furthermore, the formulated hypotheses were

subjected to empirical test, applying the chi-square (X') statistical

technique. It was discovered that public relations and corporate image

contribute i~nmensely to the actualization of organizational goals.

Also, it was found out that propaganda is not a good option to be

adopted by any organization that wants to achieve a good corporate

image. Public relations still remains the best option.

Findings from the study show that the mass media is effective in

information dissemination and mobilization for public relations and

corporate image policies of organizations in Nigeria.

It has been suggested that organizations should engage the services

of public relations experts who will ensure that the two way-symmetric

model of commnnication is upheld.

TABLE OF CONTENT Approval / Certification

Dedication

Acknowledgement

Abstract

CHAPTER ONE

Background of the Study

Statement of the Problem

Objectives of the Study

Research Questions

Research Hypotheses

Significance of the Study

Scope of the Study

Limitation and Delimitations

Definition of Terms

Reference

CHAPTER TWO (LITERATURE REVIEW)

2.0 Introduction to Literature Review

2.1 Sources of Literature Review

2.3 Conceptual I Theoretical Framework

2.4 Public Relations Distinguished from other Strategies

2.4.1 Public Relations and Advertising

2.4.2 Public Relations and Marketing

2.4.3 Public Relations and Propaganda

2.4.4 Public Relations and Publicity

2.5 The Corporate Image

2.6 Different Perceptions of Corporate Image

2.7 The Importance of Corporate lmage

2.8 How to Build Good Corporate lmage

2.9 Corporate Image and Corporate ldenti ty

2.10 Public Relations and Corporate Image

2.1 1 Background of Institutions Studied

Reference

CHAPTER THREE (RESEARCH METHODOLOGY)

Introduction to Research Methodology

Research Design

Research Instrument

Reliability / Validity of Research Instrument

Population of Interest

Sampling Techniques

Sample Size

Administration of Research Instrument

Method of Data Analysis

Reference 49

CHAPTER FOUR (DATA PRESENTATION AND ANALYSIS)

4.0 Introduction

4.1 Questionnaire Distributed and Retrieved

4.2 Data Presentation

4.3 Psychographic Data Presentation

4.4 Test of Hypotheses

CHAPTER FIVE

5.1 Summary of Findings

5.2 Conclusion

5.3 Recommendations

5.4 Areas for Further Studies

Bibliography

Appendix

CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

Tlie complex nature of the business world, coupled wit11 economic, social

and environmental inequalities has raised the issue of public relations and the

corporate image.

From time immemorial, organizations and institutions have tried in one

# way or tlie other to be identified. Mankind lias always tried to corntnunicate and

make it understood. This need for identity and communication, wliicli lias been

with man right fiom the very beginning of civilization are the earliest forms of

public relations and the corporate image.

Frank Jefkins (1989) traced the origin of corporate identity to when

Phoenicians and Vikings set sail to explore and conquer the world, and had their

sails decorated with birds or animals through wliich they were identified. In the

same vein, army uniforms were devised so that all the men on each side could be

readily identified.

There are lots of factors that have contributed to the development and

practice of public relations. Factors like tlie Renaissance Movement of 1440-

1500 AD and the Reformation and Counter Reformation between the Catholic

and the Protestant Churches led by Martin Luther. Other factors include tlie First

and Second World Wars, the American War of Ihdependence and then, the

French Revolution. All these contributed in their own way to !he growth of

public relations (Nwosu and Uffoh: 2005)

The development of public relations and the need for a good corporate

image brings one thing to the fore. It Iielps organizations and individr~als to

achieve public understanding about their activities and essence of existence, their

mission and all related services offered to the public. The efforts to win the

public and target customers are embedded in the need to have and keep good

relationships, provide useful and safe products for consumers and offer valr~able #

and prompt services in solving problems of customers (Ehikwe 2005).

In this era, where the business environment is a dynamic and competitive

one, organizations try to outwit their cornpctitors using marly stratcgics likc

societal marketing, sales promotions, relationship marketing, product orientation

to mention but a few.

An organization may adopt the best marketing strategy but without a sound

public relations policy and a good corporate image, the organization is sure to

fail.

The corporate image of an organization forms a strong marketing

communication and enhances public patronage. The results of this could

encourage high patronage. The result of high productivity, improved sales of

product (and services), fight competitive challenges, encourage employee

relations, improve financial relations with customers and financial institutions,

regulate relationsliips and minimize crises in organizations, increasc public

confidence that could encourage quality in staff recruitment. (Ehikwe 2005)

From the foregoing, the role of public relations and the corporate inlagc i n

the attainment of organizational goals cannot be over-emphasized. One can easily

say that an organization should spend much in formulating and implementing

good public relations policies as well as establishing and maintaining a good

corporate image as this will be more cost effective than spending large s u m of

money on other strategies that are more or less dependent on public relations and b

corporate image.

Most entrepreneurs who are poised to attain their corporate goals and

objectives consider public relations and corporate image as thc most critical

variances in the marketing process. The study of public relations and the

corporate image is therefore relevant since most organizations would agce that

they are effective promotional tools, which can lead to a positive effect on the

organization's revenue and build goodwill and overall organizational image.

It is in this light that this research is focused on the role of public relations

and the corporate image in the banking sector with emphasis on United Bank for

Africa (UBA) in Enugu (53, Okpara Avenue Branch, UNEC Branch, 36 Kenyatta

Street Branch) - three branches, and two branches of Intercontinental Bank Plc

(IBPLC) (Okpara Avenue Branch and Ogui Road Branch) and the impact it has

on consumers as well as other customers.

1.2 STATEMENT OF THE PROBLEM

The business environment is a very competitive one. In order to succeed

in this competition, management of organizations carry out different prornotio~ial

activities to manoeuvre and gain competitive advantage over others, using

different strategies like public relations to achieve good corporate image, in order

to actualize organizational goals and objectives.

A good public relations policy is necessary to create awareness among

current and potential customers, provide necessary information about the b

organization and its products and services and eventually enhance sales. A good

corporate image ensures loyalty to a firm and its products and services. Public

relations activities as well as the corporate image are also associated with the

problems of how its effectiveness could be measured. The management and

allocation of resources to public relations activities, the methods to usc, leaves

room for more questions to be answered.

Despite tlie importance of public relations and the corporate image, much

has not been written on this field of study. More also, most business owners tend

to take these vital aspects of marketing and promotion for granted. The problem

of this research work which will be presented in the form of a question in line

with Kerlinger's (1 973) suggestion is: What is the role of public relations and tlie

corporate image in achieving organizational goals?

1.3 OBJECTIVES OF STlJDY

The general objective of this study is to provide access to a broad spcctrum

of practical knowledge relating to public relations and the corporate image.

Specifically, however, this research is directed at achieving the following

objectives.

i . To appraise the effectiveness of public relations and the corporate

image in establishing and sustaining customer loyalty in the banking

sector. #

. . 11. To identify and appraise various public relations practices / activities

embarked upon by organizations to achieve a good corporate imagc.

... 111. To analyze the objectives of these public relations practiccs / activities

and its importance.

iv. To identiij the various public relations progralnlnes and / or strategies

cn~cial to achieving a good corporate image.

v. To identify public relations strategies that are crucial to achieving

corporate goals and objectives.

vi. To know how public relations strategies refine and put premium on the

attitudes and corporate image of organizations.

RESEARCH QUESTIONS

How can one appraise the effectiveness of public relations and the

corporate image in establishing and sustaining customer loyalty i l l the

banking sector?

How can one identifjr and appraise various public relations practices 1

activities embarked upon by organizations to achieve a good corporate

image?

How does one analyze the objectives of these public relations practices1 b

activities and its importance?

IV. How can one identify the various public relations progralnlne and / or

strategies crucial to achieving a good corporate?

v. What are the public relations strategies that are crucial to achieving

corporate goals and objectives?

vi. How does public relations strategies refine and put premium on the

attitudes and corporate image of organizations?

RESEARCH HYPOTHESES

Corporate public relations strategies (advertorials, news, articles, features,

etc) are not significantly effective in building a good corporate image.

Corporate public relations strategies (advertorials, news, articles, features,

etc) are significantly effective in building a good corporate image.

Ho: Good public relations strategies practices and a good corporate image do

not contribute to the attainment / accomplishment of organizational goals.

HZ Good public relations strategies / practices and a good corporate ilnagc

contribute to the attainment / accomplishment of organizational goals.

Ho: Public relations strategies (advertorials, news, articles features posters/

photographs) and a good corporate image do not contribute to the #

establishment and sustenance of customer loyalty to brands and

organizations.

H3: Public relations strategies (advertorials, news, articles features, posted

photographs) and a good corporate image contribute to the

establishment and sustenance of customer

loyalty to brands and organizations.

Ho: Propaganda is not a significantly more effective strategy than pub1 ic

relations in achieving a good corporate image in -Nigeria.

H4. Propaganda is a significantly more effective strateby than public relations

in achieving a good corporate image in Nigeria.

Ho: The mass media are not effective in Nigeria in information dissemination

and mobilization for public relations and corporate image policies of

organizations.

Hs: The mass media are effective in Nigeria in information dissemination and

mobilization for public relations and corporate image policies of

organizations.

1.6 SIGNIFICANCE OF THE STUDY #

The significance of this study is to give people an insight into the

understanding of public relations strategies in an organization. It is also

hoped that the findings of this research work will lead to an improvement

on the existing public relations strategies in organizations with the view to

developing a good and strong corporate image.

This empirical study will certainly contribute to the growth of'

literature on the nature, dimensions and strategies of this relatively nascent

specialized area of public relations in Nigeria.

Equally, the study will be of immense sigpificance to future

researchers who may want to explore more grounds on this specialized

area of public relations.

Furthennore, public relations practitioners will derive invaluable

benefit from this research as it will lay bare to them all, public relations

strategies / prog-atnmes that are imperative in building a good corporate

i mage.

Management of organizations would benefit irnrnensely from this

research, as it will make them know the great potentials of public relations

and corporate image in achieving organizational goals and objectives.

Finally, business owners will benefit from this research in the sense

that it would make them alight to the power of public opinion in rirnning

business organizations. The study enhances the attainment of the gains of b

the expression.

1.7 SCOPE OF THE STIJDY

To conduct a research of this nature, it is practically impossible to

reach out to all organizations in the country. Therefore, the scope of this

study is based on the banking sector with particular emphasis on the

United Bank for Africa UBA) and the Intercontinental Bank PIC (IBPLC).

The study will focus on the 3 branches of UBA and 2 branches of

IBPLC in Enugu Metropolis, since the same puMic relations strategies are

applicable to other branches in the country.

1.8 LIMITATIONS AND DELIMITATIONS

As mentioned earlier, the population of this research study is a very large

one that cuts across the nation. The research will therefore be limited to

Enugu Metropolis.

Owing to the magnitude of this research, as well as time and

monetary constraints, the research will be delimited to the post-

consolidation era (December 2005) in the banking sector to date.

1.9 DEFINITION OF TERMS

1 . Advertising: A coinmunication process and a promotion tool for

information dissemination, a means for identification and

differentiation and a source of appeal and persuasion for the

appreciation of values and likeness of possession, fi-om an identified

sponsor

2. Corporate Image: It is the image of the organization itself rather

than of the products or services. It also means how an organization is

viewed or seen by other persons. In other words, it is the reputation of

an organization.

3. Marketing: The management process responsible for identifying,

anticipating and satisfying customer requirements profitably

4. Promotion: All the marketing activities designed to create

awareness, facilitate and encourage consumer preference and purchase

of products.

5 . Propaganda: The means of gaining support for an opinion, creed or

belief.

6. Public Relations: All fonns of planned communication - outwards

and inwards, between an organization and its publics for the purpose of

achieving specific objectives concerning mutual understanding.

7 . PU blicity : Messages for information and educating the public about

issues, events, and activities of diffcrent organizations aimed at

promotions for target and general public interest.

REFERENCE

Ehikwe, A.E (2005) Advertising and Other Promotional m-ate~ies. Enugu: Precision Publishers Ltd.

Cutlip S.M., Center H.A. and Broom, M. G ( 1 985) Effective Public Relations (6'"dition), Englewood Cliff, New Jcrscy. Prent ice- Hall Inc.

Jefkins, Frank ( 1989) Public Relations Techniaues (2nd Edition) Oxford, London: Butteworth Heinemann.

Newson, Doug and Scott, Allen (1985) This is PR: The Realities of PR. Belmont, California, U .S.A: Wadsworth

NIPR PR Journal Vol. 3 No. I June 2006

Nwosu, 1.E and Uffoh V . 0 (2005) Environmental Public Relations Management. (Principles, Strategies, Issues and Cases) Enugu: Institute for Development Studies, UNN.

Nwosu 1.E and Wilson D. (eds) (2004) Communication, Media and Conflict Management in Nigeria. ACCE (Nigeria Chapter) and Prime Targets Ltd.

CHAPTER TWO

LITERATURE REVIEW

2.0 INTRODUCTION TO LITERATURE REVIEW

This cliapter is focused and confined to an analysis of literature from

authoritative sourczs. Such referral woks serve as a parameter and theoretical

construct for studying public relations and the corporate image. To this end, the

# researcher highlights the views, opinions, explanations, etc, of different

authorities in areas of marketing, advertising, promotions, propaganda,

publicity, public relations and corporate image.

An elaborate review of the above areas will help in clarifying and

answering the research questions. Also a vivid and coinprehensive appreciation

of the above areas will enable the researcher to assert his discoveries and make

recommendations.

2.1 SOURCES OF LITERATURE REVIEW

Public relations and the corporate image are becoming interesting and

assuming increased recognition in Nigeria. This is however different from the

situation in advanced countries that have realized the role of these two fhnctions

to the actualization of organizational goals and objectives. Therefore, in order to

do a creditable review of literature in this area of study there is a need to make

references to these countries.

In order to explore this problem extensively, books, Journals, newslettcrs,

magazines, etc, in public relations, corporate image, marketing, advertising,

promotion, etc. and other disciplines that have usefulness in the study were

extensively reviewed. The researcher made use of the University of Nigeria

Library, the British Council Library, National Library, Enugi~, Enugu State

Library and his personal library to this effect. b

When books and journals that are relevant were found, they were critically

studied and assessed with a view to picking out the relevant portions that have

direct bearing on the topic under discourse.

2.3 CONCEPTUAL / THEORITICAL FRAMEWORK

To provide necessary backbvound for the understanding and

application of this study, it is proper to define or explain the two key

concepts or terminologies which will be used in this work as well as

explain the relationship and differences between them. These two concepts

are; public relations and corporate image.

The need for this conceptual background is very necessary due to

the fact that in many areas, there is a tendency to misunderstand or

confuse these two terms - Public Relations and Corporate Image.

The fact remains that public relations has wider applications, hencc

the various definitions to suit different contexts. This research would not

however go off into the gamut of the concept 1 theory of public relations

but would be limited to the definitions and explanations that have direct

bearing on the topic of discourse.

First, it has to be acknowledged that public relations is an interactive

concept. It is a planned effort to influence opinions tl~rough good character

and responsive performance based on mutually satisfactory two-way b

communication.

The interactive concept of public relations is clear as shown in the

British Institute of Public Relatioas' (BIPR) definition of public relations

as the

Deliberate and sustained effort to establish

and maintain goodwill and mutual

understanding between an organization and

its publics.

The objective of public relations from the above definition is aimed

at building and maintenance of a good relationship between an

organization and its relevant publics. The e~npl~asis is to have a

harmonious relationship.

In line with the above definition, Thomas C.0 and his associates

(1998) in Nwosu and Uffoh (2005) defined public relations as

A marketing and management function that

focuses on comrnunications that foster

goodwill between a firm and its many

constituent groups.

The emphasis of this definition is on marketing management and

communication functions or dimensions of modern public relations, which

makes it an indispensable tool to achieving a good corporate image.

A shortfall of the above definition is that the action dimension of b

public relations is not directly stated. This should be understood and must

not be missed or neglected in any result-oriented public relations effort.

I t is in line with the above that Nwosu (2001) have defincd public

relations as ". . . involving planned and systematic actions that are properly

communicated to the right public".

The 1978 Mexican Statement states that

Public relations is the art and social science

of analyzing trends, predicting their

consequences, counseling organizations,

leaders and implementing planned

programmes of actions, which will serve

both organization and the public interest.

Furthermore, Cutlip, Center and Broom (1 984) see public relations as

The management fiinction that identifics,

establishes and maintains mutually

beneficial relationship between an

organization and the various publics on

whom its success or failure depends.

In addition to bringing the managerial nature of public relations to

bear, this definition deals with activities involved in public relations

practice. #

Another definition that captures the essence of the function of public

relations is that, by a longtime public relations scholar and professional

leader, Dr Rex F. Hallow. From his analysis of 472 definitions, he

produced a working definition that is both conceptual and operational.

Public relations is a distinctive management

function which helps establish and maintain

mutual line of communication,

understanding, acceptance and co-operation

between an organization and its publics;

involves the management of problems and

issues, helps management to keep informed

on and responsive to public opinion; defines

and emphasizes the responsibility of

management to serve the public interest;

helps management keep abreast of and

effectively utilize change, serving as an

earlier warning system that helps anticipate

trends; and uses research and sound ethical

coinmuilication as its practical tool (Black,

The International Public Relations Association (IPRA), Hague in

1960 defines public relations as: t

A management function of a continuing and

planned character through which public and

private organizations and institutioils seek to

win and retain the understanding, sympathy

and support of those with whom they are or

may be concerned, by evaluating public

opinion about thelnselves in order to

correlate as far as possible their own policies

and procedures, to achieve by planned and

widespread information, more productive

co-operation and inore efficient fulfillment

of their common interest (Quoted in NwojOr

lymeka PR Digesl)

This definition seems both conceptual and operational. Nonetheless,

it boils down to one thing- sound human relations based on mutual

understanding.

One last functional definition to consider is that by the Public

Relations Society of America (PRSA) which issued an official statement to

the 35Ih National conference on 6Ih November. 1982 from which the

following extract was taken:

Public Relations helps our complex, #

pluralistic society to reach decisions and

functions more effectively by contributing to

mutual understanding among groups and

institutions. It serves to bring public and

public policies into harmony.

From a crystal analysis of the above expert definitions cum

explanations, public relations is a management function whose philosophy

is based on two-way co~nmunication aimed at achieving mutual

understanding and harmonious co-existence. As a management function,

public relations encompasses the following

Anticipating, analyzing and interpreting public opinioi~ attitudes

and issues which might impact for good or ill the operations and

plans of an organization.

Counseling management at all levels - in the organization with

regard to policy decisions; courses of action and con~municatior~

taking into account their public ramifications and organization's

social or citizenship responsibilities.

Researching, conducting and evaluating on a continuing basis,

programmes of action and co~nmunication to achieve informed

public understanding necessary for the success of the

organization's aims. These may include marketing, financial, #

fund raising, employee, community or government relations and

other programmes

Planning and implementing the organization's efforts to

influence or change public policy.

Setting objectives, planning, budgeting, recruiting and training

staff, developing facilities - in short managing the resources

needed to perform the above. (C'ulled ,from (,'utlip, ( k n f c r und

Broom, 1985)

Although there is no explicit mention of corporate iinage in the above

activities, public relations7 functions in the corporate image are obvious from

the above-enunciated activities.

Corporate image is made up of many things suc11 as the company history;

financial success and stability, quality of production, export success, industrial

relations and reputation as an employer, social responsibility and research

record.

For any organization to succeed, public relations is not just enough to

achieve organizational goals but a good corporate image is required. Public

relations activities can be used to achieve a sound corporate image.

The core of public relations activities in building a virile corporate image

is to evolve and execute planned programmes of actions aimed at mobilizing

and turning the awareness or consciousness of people towards an organization #

in order to help in the attainment of organizational goals and objectives.

Another function is to establish and maintain mutual relationship between

an organization and its relevant publics.

The question now is, "What is corporate image?" Ehikwe (2005) views

corporate image as 'the perceptions and feelings of the public towards an

organization'.

The corporate image of an organization forms a strong marketing

communication and enhances public patronage. The sum of an organization's

iinage and identity makes up the reputation, which remains the last or

benchmark of interests enjoyed by the organization in confidence building.

The above is a mere synopsis as a detailed role relational analysis of public

relations and the corporate iinage will be discussed more elaborately and more

pointedly in subsequent sections.

2.4 PUBLIC RELATIONS DISTINGUISHED FROM OTHER

STRATEGIES

Public relations has been so misunderstood that it has been confused with

other strategies of marketing. This section therefore, will distinguish public

relations from other aspects of marketing.

2.4.1 PUBLIC RELATIONS AND ADVERTISING

The term advertising has been so much confused with public reldtions. So

many people believe that these words can be used interchangeably. In order to

distinguish public relations from advertising, we shall take a look at some

definitions of advertising.

Stanton (1981) sees advertising as consisting of all activities involved in

presenting to a group, a non- personal, oral or visually, openly sponsored

message regarding a product, service or idea.

Doghudje (1985) says, "Advertising is a marketing tool whose sole aim is

to build preferences for advertised brands and services."

For Osunbiyi (1999), advertising is "a controlled, persuasive communication

paid for by identifiable sponsors about product, service or ideas and disseminated

through the mass media to a target group."

Nwosu (1990) views advertising as "mass co~nmunication, which is ainicd

at helping to sell goods, services, ideas, persons and institutions or

organizations."

The (British) Institute of Practitioners in Advertising (IPA) defines

advertising as follows: "Advertising presents the most persuasive possible selling

message to the right prospects for the product or service at the lowest possible

cost".

From the definitions given by different authors and institutions, the central #

message that can be deduced is that it is aimed at selling products, services andlor

ideas. The emphasis is on selling. This differs from the public relations role of

informing, educating a~id creating understanding through knowledge. (Jefkins

Another distinction is that public relations is not a form of advertising, it is, i n

fact, a much bigger activity than advertising. This is because, public relations

relates to all communications of the total organization, whereas advertising is

mainly limited to the marketing function. Advertising may not be used by an

organization, but there is no organization that is not involved in public relations.

While advertising is limited to products, services or ideas, public relations

embraces everyone and everything. (Jefkins 1989)

2.4.2 PUBLIC RELATIONS AND MARKETING

The Institute of Marketing, cited in Achison (2004), defines marketing as "the

management function of processes responsible for identifying customers'

requirement profitably".

Onah and Thomas (2004) see marketing in a more modern form; they state

that it is "the set of activities by which demand structure is managed in order to

facilitate the exchange process."

Adirika, Ebue and Nnolim say marketing is "the link between the needs of a #

society and its industrial activities."

Analyzing the definitions given above, the following can be deduced.

(i) The emphasis is placed on the management aspect of marketing.

(ii) Professional marketing makes itself responsible for finding out

precisely what the market needs.

(iii) This is a challenge to business management, some of which may be

content to go on making and selling the same things without applying

any modem marketing techniques at all.

Though it might be a little difficult to give a clear-cut distinction between public

relations and marketing, one can state that while marketing is only one function

of a business, public relations has to do with the financial and production

functions too.

The marketing mix consists of every element in the marketing strategy, which

bears some degree of communication and goodwill. Market education can be a

vital public relations contribution on wliich the success of advertising may wcll

depend. (Jefkins 1 998)

2.4.3 PUBLIC RELATIONS AND PROPAGANDA

The Longman Dictionary of Contemporary English, 3rd Edition, defines

propaganda as "false or partly false information used by government or political

parties to make people agee to them. This definition limits the scope of

propaganda to politics and government alone." #

Jefkins (1 989) defines propaganda as the means of gaining support for an

opinion, creed or belief.

Joseph Gobbles cited in Nkwocha (2004) who was Hitler's World War

Minister of Information, states, "propaganda is an instrument of politics, a power

for social change"

This definition of propaganda by Joseph Gobbles is inclined to the earlier

definition picked fi-om the dictionary.

The basic aims of propaganda according to Nkwocha (2004) are.

a. . To discredit an opponent.

b. To divert public attention from important issues.

c. To change views, behaviour and beliefs of a people.

d. To capture (not to win) public support.

From the foregoing, propaganda is distinguished from public relations by its

concentration on matters of the heart and mind. Jefkins (1989) asserts that these

are emotional, inte1iectual or spiritual topics such as causes, politics or ruligion

with which people may not agree

Another distinction between propaganda and public relations is that tllc

recipient of propaganda often has little tangible gain; the gain most times is inner

satisfaction.

Jefkins (1989), a respected authority in public relations, believes that

propaganda should never be associated with public relations.

Propaganda is very much used by people involved in social marketing. It is fi

used to sell good human-interest causes, programmes and projects, or to

discourage the consumption of harmful products like cigarette, hard drugs,

alcohol, etc. This brand of propaganda is called 'positive propaganda' somc

scholars are of the view that this type of propaganda is related to public relations.

Nkwocha (2004) wraps it all up in the following words,

Public relations is superior to propaganda. Public

relations preach unity, peace, dialogue and

reconciliation. It is based on truth, facts,

objectivity and fairness. I t enhances interpersonal

relationships and national development.

Propaganda is evil.

2.4.4 PUBLIC RELATIONS AND PlJBILICITY

Jefkins (1989) defines publicity as follows; 'publicity result from

information being made known.'

The modern concept of communication according to Ehikwe (2005)

recognizes publicity as messages for informing and educating the publics about

issues, events, and activities of different organizations aimed at promotions for

target and general publics' interests. He goes further to say that publicity is a

testimony from experiences, goodwill, highligl~ts of feature events that, require

special and particular information in order to educate the publics.

Publicity, according to the Longman Dictionary of Contemporary English

is "the attention that someone or something gets from newspapers, television

etc". Kotler (2004) sees publicity as the task of scoring editorial space- as

opposed to paid space in print and broadcast media to promote or hype "a

product, service, idea, place, person or organization.

According to Ehikwe (2005), publicity is an off-shoot of public relations

offered by an independent organization in favour of the other to promote some

special features for public interests.

There is a thin line between publicity and public relations. It will not be

wrong for one to say that one of the tools in the hands of a public relations

practitioner is publicity. It is very much used by practitioners.

An induced publicity may be effective but should not be encouraged as it

could precipitate falsehood, wrong image propagation about an organization,

28

warped identity of an organization and misrepresentation of facts and truth about

contributions made by an organization. This is against the tenets of public

relations, which encourages truth, facts and full information.

2.5 THE CORPORATE IMAGE

Organizations nowadays are becoming conscious of their corporate image.

They are beginning to realize that patronage of their goods. and services not only

lies in effective and efficient marketing strategies, but also to a great extent in #

tlieir corporate image. For this reason, organizations devote serious attention to

the issue of their corporate image. Because of this all-important role of corporate

image, people out of ignorance call public relations practitioners the image-

makers of tlieir organizations. At this point, one would ask what corporate image

is.

Corporate image according to Nwosu (1996) can be said to refer to the

overall reputation of an organization as determined by the various pictures,

impression, knowledge, information and perceptions that the public of that

organization have about it. He states further that it is also determined by multiple

factors that include its corporate performance or non-performance, corporate

identity and corporate communications over a period of time. It may be right or

wrong. It may be different from reality.

Chukwu (2003) defines corporate image simply as "the impression a

person or a group of persons has of a country, community, company or

organization.

Idemili (1 999) observed that corporate image exists in the minds of people

as composite of experienced knowledge, belief and feeling. It may bc clearly

defined as fuzzy or weak. Rooted in a complex of social attitudes and values

system, it differs in character and intensity from person to person and from

company to company. Yet, however complex, diffuse or loosely structured, the b

corporate image invariably has balance sheet significance. Jefkins (1989) sees

corporate image as the image of the organization itself rather than of the products

or services. He adds that corporate image may be made up of many things such

as the company history; financial success and stability, quality of production

export success, industrial relations and reputation as an employer, social

responsibility and research record.

From the definitions given so far, it is crystal clear that the way the publics

perceive an organization is very important. The corporate image of an

organization forms a strong marketing communication and enhances public

patronage. The results of this could encourage high productivity, improve sales

of products, fight competitive challenges, encourage relations with customers and

financial institutions, regulate relationships and minimize crises in organization,

increase public confidence that could encourage quality in staff recruitment.

(Ehikwe 2006)

Public corporations like NEPA (now PHCN), NITEL (now privatized),

have before now recorded their own death sentences from the public to the extent

that they have been given several nicknames to express publics' total

disappointment over their services. They engaged in unethical practices that have

accumulated for the organization very terrible and stinking image. In the same

vein, some institutions of higher learning in the country are seen by some publics

as centers of academic fraud, sexual harassment and cultism. To this extent, they

have lost public confidence and for this reason, some parents will never allow

their children to attend such scl~ools. (Chukwu 2004)

The way thc public feels about an organization matters a lot. An

organization with a good corporate image is likely to have more persons inclincd

to buy its products, use its services, seek employment with it, buy its shares and

support its policies than those with negative or neutral feelings.

Aside from the above, corporate image could also help to attract interests

of international organizations such as the UNO, the Commonwealth, the

European Union and others that could use local agencies to distribute drugs,

developmental aids and other assistance to the society.

People who think well of a company and its products as stated earlier, will

do business with it, buy its shares, and support its services than those with

negative feelings (Okigbo 1986 cited in Chukwu 2004)

In summary, we take the words of Bernstein (1984) that a corporate image

is powerful; it helps to determine how a person will behave towards a company.

The way a company is perceived; as weak, strong, open, cold, warm, rigid will

influence that person's disposition.

2.6 DIFFERENT PERCEPTIONS OF CORPORATE IMACE

The publics have different percept ions expressed of organizations. These

perceptions are usually not the same. There are several kinds of image; however,

we shall focus on the following:

A. THE MIRROR IMACE

This image is the one people in an organization especially its leaders (or

management); believe to be the impression outsiders have of the organization.

This could be an illusion bred on wishful thinking because; knowledge and

understanding of outside opinion study could reveal that a very different and

perhaps unexpected and disconcerting perceived image exists.

B. THE CURRENT IMAGE

This is the one held by people outside the organization and it may be based

on experience or on poor information and understanding. Public relations deals

with a world of hostility, prejudice, apathy and ignorance, which could result in

an unfair current image. The current image depends on how little or how many

people know and in a busy world, their knowledge will be less perfect than thosc

people within the organization.

It must be emphasized that the mirror and the current image can be vcry

different and management may not appreciate this variance.

C. THE WISH IMAGE

This is the desired image, the one the managements wishes to achieve.

Again, it is not so much a favourable or preferred image as a true one.,The wish

image mostly applies to something new when outsiders are totally uninformed.

D. THE MULTIPLE IMAGE

A number of individuals, branches or other representations can each create

a particular image, which does not conform to uniform image for the total

organization. There can be say, sales staff branches etc.

2.7 THE IMPORTANCE OF CORPORATE IMAGE

One of the most important tasks of public relations is to influence the formation

of good corporate image. Kotler (1988) said that the only way to compel a man to

speak well of you is to do well.

Just as there can be no company without some kind of image, good, bad or

indifferent-so there are no successful companies without a good image.

1.

. . I t .

... 111.

iv.

v.

vi

vi i

The importance of good corporate image is highlighted below.

A corporate image creates confidence in any product that bears a

company's name (identity).

It helps assure acceptance of a new product in advance.

A corporate image gives a company an edge in attracting good clients.

It helps attract capital to company at favourable terms.

It gives a company an edge with dependable sources of supply, helps i t

secure efficient profitable distribution. #

It help a community understand a company and accept it as a good

neighbor.

Corporate image can open minds as well as doors hold decisions irntil your

story is heard. (Culled.fi.om Clhukwu 2004)

2.8 HOW TO BUILD GOOD CORPORATE IMAGE

To build a virile corporate image, one needs to posses a strategic vision, effective

management and good leadership. Good image can only be achieved only if an

organization has fulfilled the basic conditions of earning it which includes

effective management of resources, industrial harmony and societal acceptance

which is why public is complacent with current procedures.

For an organization to build a good image, the Chief Executive nus st

possess strategic vision, ensure that the basic responsibilities of management are

performed dutifully and be certain that the organization is dynamic and

responsive. A deficient organization surrounded by stories and incidences of'

defective management, wrong staffing, faulty financial and marketing policies,

poor products, distrust and poor staff morale cannot earn good image regardless

of the amount of money invested in public relations or the skills of the public

relations manager. (Ogunsaya, (1 99 1 )

Most corporate problems arise because of non- performance of one or

more of management responsibilities. Organizations that yearn for good

corporate image must apart from endorsing the public relations persons, assemble #

effective and dynamic management teams colnprising of highly motivated,

experienced, dynamic, and purposeful executives who are not only good but as

well, adequately skilled at taking calculated risks.

In addition, functional corporate planning departments must be established

consisting of experts.

In today's business environment, image making is an understatement, the

reality is that all organizations that have good image worked assiduously to earn

it, thus building their image. In such companies for example, when they notice a

major product deficiency they recall the batch of the product concerned, they do

not wait for staff to agitate before they give them their dues, they monitor

developinents in the economy and take strategic position, they encourage

employees to accept change when necessary, they invest heavily in staff, they

maintain dynamic manpower development policy, they pursue profitability and

growth in all ramifications and above all they have broad based policies on

strategic public relations and social responsibility.

Quite frankly, to build a good image, an organization must create and

sustain effective management and strategic public .relations both aimed at

harmonizing seeming conflicting desires and expectations of diverse publics.

2.9 CORPORATE IMAGE AND CORPORATE IDENTITY

Most, times, corporate image and corporate identity has Pee11 used

interchangeably. Though they seem to be alike, there are some differences that

can be drawn. But before then, the question is; "What corporate identity is?"

According to Bernstein in Nwosu (1996) corporate identity refers to "a

planned assembly of visual cues by which the audience can recopize a company

and distinguish or differentiate one company from another and may be used to

represent or symbolize the company".

Ehikwe (2005) define corporate identity as

The image, the badge or the identification

mark, of identifiing how the organization

would want to be represented, the position it

occupies in the minds of the public with

which it can easily be identified.

He states fiirther that corporate image could also be established using

letterheads, product names, and colour of markings, trade market and printcd

documents.

All organizations portray a distinctive identity from the service they give to

their customer from the speeches made by company officials, from civic

activities of employees in the plant.

The strategic place of corporate identity in the organization cannot be over

emphasized. It not only helps to shape the corporate image of the organization #

but also 11as.the potency to contribute along with other variables to the success,

growth and stability of the organization. Little wonders why organizations

spend a lot of money to build up their corporate identity.

Having given an overview of what corporate identity is, it is important to

take a look at the two concepts (corporate image and corporate identity).

Scholars have said a lot on these two concepts (corporate image and

corporate identity) as to whether or not a difference exists between the two. The

basic difference is that while corporate image is seen as a mental picture,

corporate identity is seen as a physical picture. (Jefkins 1998). Corporate image

refers to intangible invisible impression; corporate identity refers to tangible

impression. The underlying fact is that a good corporate identity enhances good

corporate image.

The implication is that public relations rnanage.rs must see to the proper

designing, execution of company materials to give it that desired impression.

Froin the foregoing, one can say that corporate image and corporate

identity complement one mother.

2.10 PtJBLlC RELATIONS AND CORPORATE IMAGE

There is no doubt that public relations is considered by any well- meaning

organization as a powerful tool for coordinating human and business image

making / building. A good understanding of the meaning, vision and mission of

public relations will no doubt reveal public relations as a veritable ipstru~nent

for managing corporate image.

To corroborate this view, Jefkins argues that public relations is a powerful

communication tool. If it is to work successfully, it must be credible. Unless

our messages are believed, they will fail to achieve their primary objective,

which is understanding.

Corporate image planning is a specialist area of activity which requires the

skills of the public relations experts who has been trained in the art and social

science of analyzing trends, predicting their consequences, counseling

organization leaders and implementing planned programmes of action to

achieve both the organizational and the public interest.

2.1 1 BACKGROUND OF INSTITUTIONS STUDIED

2.1 la UNITED BANK FOR AFRICA (CJBA)

The UBA as we have it now is a product of a merger that took place in

2005 as a result of the reforms in the banking industry.

The merger is between the United Bank for Africa (UBA) and Standard

Trust Bank (STB).

UBA, established about 56 years ago has earned an international reputation

for core banking. It has been built gradually over the years with one of the most

modern technology in the entire Nigerian banking industry, linking about 200 of'

its 250 branches online. Its shareholders funds amount to N 19.5 billion. It was

one of the best performing banks in the pre-consolidation era. It was a 'saver's

paradise'.

STB, on it part was very young, barely six years old and bursting with the

enthusiasm of youth. It was also one of the best performers in the pre-

consolidation era of the banking system in Nigeria. It had a fast paced

expansion policy that saw its branch network increase to 1 06, all of them linked.

It had a shareholders fund of N2O.008 billion.

The new UBA adopted the name 'UBA' while the corporate coloi~rs of the

STB were adopted as well as their logo. They are operating what is known as

neighbourhood banking. This affords customers easy access to bankslcash.

The marriage of UBA and STB has brought forth a new bank that ct!joys

the patronage of the old and young. Thus, the merger can rightly be described

as a perfect blend of experience and youth.

The UBA is into sponsorship of developmental projects, events, etc, which

are all public relations strategy. Their history as well as their activities

culminates to give UBA its current corporate image.

2.1 1 b INTERCONTINENTAL BANK PLC (IBPLC) #

The bank was established as a merchant bank in February 1989 under the

name, Nigeria Intercontinental Merchant Bank Limited. They commenced

business with paid up ordinary share capital of N 12 million. In five ycars, it

became the most profitable merchant bank in Nigeria. In September of' the

same year the first subsidiary- Intercontinental Securities Limited (INTERSEC),

an investment company was set up.

In 1993, the bank acquired substantial equity share in Associated Discount

House Limited (ADHL), the largest discount firm in Nigeria. And in 1996, the

bank acquired majority equity share in Equity Bank of Nigeria Limited. Also in

the same year, the bank acquired a controlling equity share in West African

Provincial Company (WAPIC) Plc, which expanded the group's business into

the lucrative insurance business.

In 1999, the bank was converted to a commercial bank and thus changed

name to Intercontinental Bank Limited. That same year, ADHL acquired

another commercial bank Gateway Bank Limited. IBPLC converted to

universal banking in 2000.

The bank became a publicly quoted company, listed on the Nigeria Stock

Exchange in 2002.

Following the order from the Central Bank of Nigeria that bank should

reconsolidate with a minimum capital deposit of N25 billon, IBPLC merged

with three other banks: Equity, Gateway and Global in October 2005.

The bank is driven by a passionate customer- centric philosophy with a t

corporate theme "Happy Customer, Happy Bank ."

IBPLC is rated by the lfinanc*in/ 7 imes of London as the I 61h largest bank

in Africa and among the top 1000 banks in the world.

They are into technical partnership with BNP Paribas, one of the ten

largest. banks in the world.

IBPLC is an institution that takes corporate social responsibility seriously.

REFERENCE

Achison, C. B. (2000) Industrial Marketing (Analysis, Strategy and Practice). Enugu: Precision Printers and Publishers.

Bernstein, David (1 984) Company Image Reality: A Critique of Corporate Communication. London: Volt Rinelart and Wilston.

Chukwu, Ikenna (2004) Dynamics of Public Relations. Enugu: Precision Printers.

Cutlip S.M., Center H.A. and Broom, M. G ( 1985) Effective Public Relations (6'h Edition), Englewood Cliff, New Jersey. Prentice- Hall Inc.

# Doughudje Chris (1985) Advertising in Ni~eria Perspective. Lagos: Zus

Bureas.

Ehikwe, A.E (2005) Advertising and Other Promotional Strategies. Enugu: Precision Publishers Ltd.

Jefkins, Frank (1989) Public Relatio~is Techniques (2nd Edition) Oxford, London: Butteworth Heinemann.

Idemili S .0 (1990) Public Relations Process in Okigbo (ed) Advertising and Public Relations Published by Research Project in

Association with Mass Communication DepartmentJNN.

Newson, Doug and Scott, Allen (1 985) This is PR: The Realities of PR. Belmont, California, U. S. A: Wadsworth

NIPR PR Journal Vol. 3 No. 1 June 2006

Nwocha Jossy (2004) Di~i tal Public Relations (New Techniclues in Reputation Management Vol 1. Lagos: Zoom Lens Publishers

Nwosu, Ikechukwu (1990) "Public Relations and Advertising in the Process of Governance and Economic Recovery in Nineria in Ikechukwu Nwosu ed. Mass communication and National Development, Aba: Frontier Publishers Ltd.

Nwosu, I kechukwu ( 1 996) Public Relations Mana~ement : Principles, Issues and A~dications. Lagos: Dominican Publishers

Nwosu, 1.E and Uffoh V . 0 (2005) Environmental Public Relations Management. (Principles, Strategies, Issues and Cases) Enugu: Institute for Development Studies, UNN.

Nwosu 1.E and Wilson D. (eds) (2004) Communication, Media and Conflict Mana~ement in Nigeria. ACCE (Nigcria Chapter) and Prime Targets Ltd.

Ogunsanya, Adegboyega ( 199 1 ) Stratem and Public Relations Techniaues. Lagos: Richmind Book Limited.

Onah, J . 0 and Thomas, M.J (200) Marketing Management: ~ & a t e ~ i e s and Cases. Enugu: Institute for Development Studies. UNN.

Osunbiyi Bidemi ( 1 999) Advertising Principles and Practice. Abeokuta: Gbenga Gbesun Associates

Stanton ( 198 1 j Fundamentals of Marketing. (International Students Edition) Mc Graw Hill Intl Co.

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 INTRODUCTION TO RESEARCH

METHODODLOGY

This chapter describes the various methods, explicit step-by--step

procedures of collecting data on the study as well as the statistical methods for

analyzing them. The data for the study is sourced from both pritnary and t

secondary data. The primary data consists of those fresh, original data

generated from interviews, personal observations and qucstionitaires.

Secondary data on the other hand arc garnered from publications; books,

periodicals, journals, newspapers, magazines etc.

This is most important for the literature review, while mnch reliance will

be put on primary source for demographic and psychograpl~ic questions

pertaining to the study.

3.1 RESEARCH DESIGN

A research design is simply the framework or plan for the sti~dy, which is

used as the inodus operandi for collecting pertinent data. In this study, the

researcher used the survey research method. This entails the application of

personal observation, oral interviews and the use of questionnaires.

By definition, survey research studies both large and small population by

selecting and studying samples chosen from the population to discover the

relative incidence, distribution and interrelations of' sociological and

psychological variables (Osuala, 1982:).

Survey research is therefore favoured for this study because it is oriented

towards the determination of the status of a given phenomenon. It attempts to

determine the incidence, distribution and interrelations among sociology and

psychological variables. Further survey research focuses on people, the vital #

facts of people and their beliefs, opinions, attitudes, motivations and

behaviors. (Osuala supra)

3.2 RESEARCH INSTRIJMENT

Olakunori (1997) defines a research instrument as any device constructed

for recording or measuring data. I t is the means for generating pertinent

information to be used for solving the research problem.

Therefore, in order to obtain valuable data for analysis, interpretation and

appreciation of problems aforementioned, the researcher made use of

questionnaire. The choice of questionnaire as research instrument for the

study is based on the fact that it permits wide coverage for a mininlrrm

expense- both in money and efforts. Again, because of geater impersonality

attached to questionnaire, more candid and more objective data are obtainable

through questioi~naire.

The researchers used both niultiple choice (close-ended) and open-cndcd

quest ions.

3.3 RELIARLITY / VALIDITY OF RESEARCH

INSTRIJMENT

In order to forestall measurement errors, which when the rescarch

instrument is faulty, the reliability of the research instrument was cnsurcd

through its careful construction and pre-test. Pre-test was done by cpnducting

a pilot survey wherein the research instrument was administered to a part

(sample) of the population with a view to finding possible fault and tliercaftcr

correcting them before the full application to tlic main sample for the study.

3.4 POP1JLATION OF INTEREST

Population here refers to the totality of targeted individuals that form the

focus of the study. The objective of the data collection

conclusions about the population. It is therefore imperat

process is to draw

ive to have a clear

picture of what constitutes our population in this study.

The population of interest for this study includes bankers, customers, bank

management and the general public. The population is stratified thus;

students, academics, civil servants, traders, bankers and public relations

practitio'nersl consultants.

3.5 SAMPLING 'I'ECHNIQIJES

The major sample technique tliat was adopted in this research work is

random sampling. This is to bring about a broad based result tliat would

reflect the interest and opinions of all the segments and sections of the target

population.

3.6 SAMPLE SIZE #

This represents a section of the entire population of the study that

nearly represents the entire population and this is done on the basis of

convenience rat her than seeking to get representatives which may makc t hc

study easier, but which may at some time produce spurious results. Since it

is not possible, to administer questionnaire to the entire population, thcrc is

a need to limit the sample size. Hence the researcher adopted this

formula by "YARO Y EMENU" to determine the sample s i x .

where

n = Sample size

N = The population

i = Constant

c. = Level of significance

The level of significance used for this study is 0. I (i.e. 1 OYO) whicl~

implies 90% of confidence

n = 1960

3.7 ADMINISTRATION O F RESEARCH INSTRtJMEN'I'

The questionnaires were administered through hand delivery to the

selected respondents with explicit explanation where necessary. The

researcher used ESUT, IMT and UNEC for both academic and students'

samples, Federal Secretariat, Enugu and Enugu State Secretariat for civil

servants, Ogbete Main market for traders, branches of UBA and IBPLC in

Enugu for bankers and public relations firms for public relations

practitioners / consultants.

On the method of questionnaire retrieval method, the researcher

waited for the questionnaire to be filled immediately and in some cases

came back for collection by respondents on a given date. All these arc to

ensure appreciable returns with reliable information.

3.8 METHOD OF DATA ANALYSIS

The researclier used descriptive statistical tools (tables, figures and

percentages) in presenting and analyzing the data generated from this study.

Again, the researclier made use of chi- square (x2) in testing the

formulated Iiypotlieses. The clii- square for~nula is given as b

x2 (oi - ei)2 C1

Where s2 -. clii -- square

oi - observed frequency

ei = Expected frequency

(Sotuxv: Nwahtrike 1'r.ecrou.v (I 986,) 1~undun~en~ul.s of'Stuti,s/ics. linu~pi: Korzrnu

Hooks).

REFERENCE

Creswell, J. W ( 1 994) Research Design (Oualitative and Quantitative Approaches. London: Sage publicat ions, Inc.

Nwa buike, Precious ( 1986) Fundamental of Statistics. Enugu: Koruna Books.

Ola kunori 0 . K ( 1 997) Successful Research: Theory and Practice. Enugu: Computer Edge Publisher.

Onwe, 0 . J ( 1998) Elements of Proiect and Dissertation Writing Lagos: impressed Publishers. b

Osuala, E.C (2005) Introduction to Research Methodologv, Onitsha: African- FEP. Publishers

Ozongwu, M . 0 (1992) Guide to Proposal Writing in Social and Behavioral Sciences. Enugu: Snaap Press Ltd.

Ugwuonah, G. E. (2005) Data Analvsis and Intetpretation- A Computer Based Approach Enugu: Cheston Ltd.

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

In the chapter, the reader is introduced to the tnodus operandi of collecting

the data for this study. In this chapter, the data collected are presented and

analyzed. The data of each variable calculated. Further in the @hapter, the

formulated hypotheses are subjected to empirical test using the chi-square. I'hc

essence of the test is to either validate or disprove the hypotheses.

4.1 QIJESTIONAIRE DISTRIBIJTED AND RETRIEVED.

This section deals with the number of questionnaire distribute and the

number returned as shown below.

TABLE 4.1 QUESTIONAIRE DISTRIBUTED AND RETRIEVED

Number Percentage Ret~m~ec l Retnrned I Category

Respondents

Academic Students Civil Servants Traders Bankers -

PR men Total

Number Distributed

3 0 40 4 0 3 5 30 2 1 196 --

2 7 - 90% 3 5 34 30 -- 24 80.2% 20 96.2% 170 86.73%

- - - -

The above table shows that a total of one llu~ldred and ninety-six ( 196)

questionnaires were distributed to respondents. 30 qirestionnaircs each were

administered to academic and bankers, while 40 each were administered to

students and civil servants. 35 questionnaires were distributed to public relations

practitioners.

The distribution was on tlie basis of the population of each category of

respondents. A total of one hundred and seventy (170) questionnaires

representing 86. 73% of tlie total questionnaires were returned (see the break- #

down on table 4.1 above). Analysis therefore would be based on the returned sets

of questio~~nairc, which i n thc cntire chapter would be rcgardcd as I~mdred per

cent ( 100%).

4.2 DATA PRESENTATION

The data presentation consists of perso~ial/biograpIiic data and

psychographic data. The personal/biographic data consists of the first parthedon

of the questionnaire while the psychograpllic data were taken or formed tlie

second part of the questionnaire.

TABLE 4.2 . l PERSONAL/BIOGRAPHlC DATA

Biographical

=I- Female 6 1 --

Total --

170 20-30 47 3 1-40 80 4 1-50 2 5 5 1 and above I 6 ---

Total 3 Marital Single

Status Married Separatedldivorced W idowlwidower

- -- Total 1 70

4 Educational W AECISSCEIGCE 29 Qualification NDINCE 18

HN D/B. A/B/SC 6 1 PGDIM. ScIMAlMRA 49

-- I'h. D - 13

-. - - - - - - - - - Total 1 70 -- Academics 2 7 Students 3 5 Civil Servants 34 Traders 30 '

Bankers 24 PR Men 20 -

I Total 1 170

Percentage

The table above shows the biographical class, alongside biographical

characteristics. Data on the first segment of the table depict one-hundred and nine

( 1 09) respondents, 64. 12% are males, while sixty-one (6 1) respondents 35. 88%

are females.

The second segment is the age characteristics of respondents. Data here

show that 47 respondents (27.65%) were between 20 and 30 years; 80

respondents (47 .O5%) between 3 1 and 40 years; 25 respondents ( 1 4.7 1 %)

between 4 1 and 50 years while 1 6 respondents (9 -4 1 %) were 50 ycars and abovc

On the marital status, the data arc shown on the third segment of tlic table.

The data shows that majority of the respondents (91 respondents) representing

53.50% were single. 68 respondents 2 respondents (1.20%) are either separated

or divorced. Lastly, 9 respondents (5.3%) were either widows or widowers.

Data 0.n the fourth segment shows the academic qualifications of'

respondents. 29 respondents (1 7.05%) hold SSCE/WAEC/GCE; 18 respondents b

(10.59%) hold either ND or NCE, 61 respondents (35.88%) hold any of' the

following: HND, UA, BSc, 49 respondents (28.82) hold PGD /M.Sc/MA/MHA,

and only 13 respondents representing 7.65% of the total nu~nbcr of' rcspondcnts

hold a PhD

The fifth and final segment of the table shows the occupations of the

respondents. 27 respondents (15.88%) were in academics while 35 respondent

(20%) were civil servants, 30 respondents (17. 65%) traders, 24 respondents

(1 4.12%) bankers, and 20 respondents (I 1 . 76%) public relations practitioners.

4.3.0 PSYCHOGRAPHIC DATA PRESENTATION

This section deals with data pertaining to qpestionnaires, research

questions and hypotheses. The data are presented hereunder

Table 4.3.1 Do you know the role of public relations and

corporate image to organizations?

OPTIONS FREQUENCY PERCENTAGE - . ] S7.06%

/2- -- . - -. - - - . - . - .- .- .

Neutral

From the above table, 87.06% know the role of public relations and b

corporate image to organizations, while only 1 1.76% of the respondents

answered in disaffirmatio~i. An insignificant 1.18% of the respondents (2)

remained neutral showing, therefore, that some people st i l l treat research

questions with skepticism.

Table 4.3.2 If yes; are they adoptedlpracticed by your bank?

OPTIONS FREQIJENCY PERCENTAGE Yes 138 81.18%

No 12 7.06%

Don't know 20 1 1.76%

Data on the above table shows that 138 respondents representing 8 1.18%

of the entire respondents affirmed that their bank adopts/practices public relations

and corporate image. 12 respondents (7.06%) negate the above answer while 20

respondents ( l 1.76) feigned ignorance.

Table 4.3.3 If yes for how long has it been practiced?

OPTIONS FREQUENCY - - -. - - . A long time ago 138

TO tal / 170

111 the table above, 81.18% of the entire respondents ( 1 38) said their banks

have practiced public relations and corporate imagc for a long time. 32 ( 18.82%)

of the respondents answered "Don't know".

5 0

Table 4.3.4 What are the objectives of public relations practice and

good corporate image?

management

To keep sales rolling i Attainment of

organizational goals

All of the above

Total I----- The table shows that 10 respondents (5.88%) say the objective of public

relations practices and good corporate image is for customer acquisition,

retention and management, 30 respondents (17.65%) say the objective is to keep

sales rolling-in, 20 respondents (1 1.76%) feel the objective is for the attainment

of organizational goals, while 1 I0 respondent representing 64.70% feel that the

objective is all of the above.

5 7

Table 4.3.5 . Which of the following practice does your bank embark

upon?

greetings

----- - Warm reception/ser&e with smiles

--

OPTIONS Sending thank you notes/seasons

Heat environment / 0%

.-

Sponsorship of events

FREQUENCY 0

PERCENTAGE

0%

All of the above

None of the above

All the respondents agreed that their banks send thank you notcslseasons

greetings, give warm receptions/services with smiles, have neat environments

and sponsor events.

170

Total

Table 4.3.6

100%

0

-- A - - 170 10

Does public relations strategy (advertising, news, articles,

0% r- --

features etc) contribute in building a good corporate

image?

1

Total 1 170 ---I

PERCENTAG_I -- 98.82%

I OPTIONS

Yes FREQUENCY

168

Table 4.3.0 above indicates that 98.82% of the total respondents ( 168)

agreed that public relations strategies contribute in building a good corporate

image while 2 respondents (09.18%) feigned ignorance.

Data in the above table would be used in testing our hypothesis one.

Table 4.3.7 Does public relations strategieslpractices and a good

corporate image contribute to the #

attainment/accomplishment of organizational goals?

r OPTIONS I F R E o u E N c Y PERCENTAGE I

162 respondents representing 95.29% answered the question posed

positively, 3 respondents (1.76%) answered negatively, white 5 respondents

(2.94%) feigned ignorance of the question.

Data on the above table would be used in testing hypothesis two of this

study.

Table 4.3.8 Does public relations stra tegies/practices and a good

corporate image affect your choice of bank?

Data in the above table shows that 98.82% ( 168) of the respondents agrced b

that public relatiom strategieslpract ices and a good corporate image affect their

choice of bank. No respondent disaffirmed this, but 2 respondents (1.18%) are

indifferent about a banks corporate image or public relations practices.

Data here would be used to test hypothesis three.

Table 4.3.9 Is it possible to polish a tarnished image?

-- - - . - - - - .

Don't know I 1.18%

P T J O N S

Total 170 1 00%

98.82% (168) of respondents do not agree that a tarnished image can be polished. No

FREQUENCY 0

respondent agreed that it could be polished while 2 (1.18%) respondents feigned ignorance.

PERCENTAGE 00.00%

Table 4.3.1 0 is propaganda a better option to public relations for a

bank that wants to achieve a good corporate image in

Nigeria?

1 OPTIONS FREQUENCY PERCENTAGE I Yes i 5 1 29.99%

(-- 1

Total

While.5 1 (29.99%) of respondents feel that it is better for banks to use #

propaganda than public relations that desire good corporate image in Nigeria, 98

(57.64%) of' rcspondcnts disagreed and 2 1 ( 12.35%) arc indifferent about the

question.

The data on this table would be used to test hypothesis four.

'Table 4.3.1 I People see the mass media in Nigeria as

propaganda machinery of their respective owners. Do you

agree?

1 y e ; P ~ ~ ~ o ~ s i 97 FREQUENCY --- 1 - PERCENTAGE -- 57.06%

1 I - Total 1 170 ( 100%

In the above table, 97 respondents (57.06%) of the population affirmcci that

people see the mass media in Nigeria as propaganda machinery of their

respective owners. 25 respondents ( 1 4.7 1 %) negate the above answer while 48

respondents (28.23%) feigned ignorance.

Answer to the above question brings to doubt the objectivity of journalism

in Nigerian mass media. The government media are government megaphones,

thus they do not seem to see anything wrong in their government. On the othcr

hand, the privately owned media appears to be more objective. But their #

objectivity tend to stop when the personal interest of their private owners are

involved.

Table 4.3.12 How effective is the mass media in Nigeria in information

dissemination and mobilization for public relations and

corporate image policies?

I OPTIONS FREQUENCY PERCENTAGE --- / Very effective 1110 1 64.70%

Not effective

Here, I 10 respondents representing 64.7% of the total population firmly

agreed that the mass media is effective in information dissemination and

8

--

100%

--

Total

-

4.7 1 %

170

inobilization for public relations and corporate image policy while 40

respondents (23.53%) partially agreed. An insignificant 4.7 1 %) (8) respondents

answered in disaffirmation while 7.06% respondents claimed ignorance of thc

question posed.

Data in this table would be used in validating or otherwise disapproving

hypothesis number five of this study.

Table 4.3.13 Does an organization with good public relations practices b

as well as a good corporate image have greater customers

acquisition than their counterparts that do not make good

use of them?

Don't know 14 /- Total 1 70 100%

OPTIONS Yes

Majority of the population, 156 (91.76%) agreed that an organization with

good public relations practices as well as good corporate image have geater

FREQUENCY 156

customers acquisition than their counterparts that do not make good use of them.

14 (8.23%) of respondents do not know if this is true or not while no one

PERCENTAGE 91 -76%

answered in the negative.

Table 4.3.1 4 Have organizations in Nigeria been making use of public

relations practitioners in achieving their goals? -

OPTIONS Yes

Neutral

Here, 165 respondents (97.06%) of the total population of the study a~g-eed b

that organizations in Nigeria make use of public relations practitioners in

1 FREQUENCY

165

Total

achieving their goals. No respondent negates the above answer while only 5

PERCENTAGE -1 97.06%

5

respondents (2.94%) remained neutral to the question posed.

--.--

2.94%

1 70

Table 4.3.15

1 00%

Public relations and good corporate image provoke

consolidation of organizational aims and objectives.

OPTIONS True

False

All the respondents (1 00%) agreed that public relations and good corporate

FREQUENCIES 1 70

Total

image provokes consolidation of organizational aims and objectives.

PERCENTAGE 1 00%

0 0.00%

170 100%

4.4 TEST OF HYPOTHESES

As earlier stated, the formulated hypotheses are subjected to

empirical test using the chi-square (X2) goodness of fit. This section is

about the test of hypothesis.

4.4.1 TEST OF HYPOTHESIS ONE

STATEMENT OF HYPOTHESIS

Ho Corporate public relations strategies (advertorials, news, o

articles, features etc) are not significantly effective in building a good

corporate image.

H1 Corporate public relations strategies (advertorials, news,

articles, features etc) are significantly effective in building a good

corporate image.

To test the above hypothesis, data on table 4.3.6 is used. Therefore, we

construct a 3 x 6 contingency table.

Table 4.4.1 a CONTINGENCY TABLE ONE

ANALYTICAL TOOL: Chi-sqiiare = X2 (01 - ed2 el

Options

Agree

Disagree

Neutral

Total

Where X2 = Chi-square

Oi = Observed frequency

Ei = Expected frequency

- --

~ o h ~ - 7

--

~- --- - - 168

0

2

--

FrequencyICategory of Respondent

OPERATIVE ASSUMPTION

Academia

I

2 7

(26.68)

a. Alevelofsignificance = 0.05

b. Degree of freedom (d) = the product of rows less one and number of

columns less one.

- - (R-1) (C-1)

= (3-1)(6-1)

27 3 5 I

Students

3 5

(3459)

0 I 0

(0) 1 I (0)

0

(0 32) (0.4 o 1)

3 4 I

Civil

Servants

34

(336)

0

(0)

0

(0.4)

24 20 1 70

Bankers

23

(23 7)

I I I I

0

(0)

I

(0 28)

Traders

-- 29

(29.6)

- - - PR.Men

-- 20

(1976)

0

(0)

I

(0 35)

0

(0)

0

(0 24) #

--

TABLE 4.4.1 b CHI-SQUARE TABLE ONE

DECISION RULE: Reject H, if X2 cal 2 XZ (o.05, 1,)) otherwise do not reject

Ho.

CONCLUSION

Since our

XZca1 = 4.48 is X2 ((,,05,1(l) = 1.8 12 We therefore reject H, and

conclude that corporate public relations strategies(advertorials, news, articles,

features, etc) are significantly effective in building a good corporate image.

H,:

HI:

4.4.1 TEST OF HYPOTHESIS TWO

STATEMENT OF HYPOTHESIS

Corporate public relations strategies (advertorials, news,

articles, features etc) do not contribute to the attainment / accomplishment

of organizational goals.

Corporate public Relations strategies (advertorials, news,

articles, features etc) contribute to the attainment 1 accomplish~nent of

organizational goals.

To test this hypothesis, table 4.3.7 is used; we construct a 3 x 6

contingency table like this.

TABLE 4.4.2a CONTINGENCY TABLE TWO

Options

Agree

Disagree

- Don't

know

Total

Academia

2 7

(25.7)

FrequencyICategory of Respondent

Students

32

(33.5)

1

0

i 1 .03)

Civil I Bankers

Servants

ANALYTICAL TOOL: Chi-square = X2 (01 - - ed2 el

OPERATIVE ASSUMPTION i . A level of significance = 0.05

. . 11 Degree of freedom (d) =

- - (R-1) (C-I)

Total -7

The critical value

TABLE 4.4.2b CHI-SQUARE TABLE TWO

70

DECISION RULE: Reject H, if X2 till > X2 (O.()s, 10) othetwise do not reject

Ho.

CONCLUSION

Since our XZ,, = 8.16 is X2 ( 0 . 0 5 , ~ 0 ) we accept Hi.

We therefore conclude that good public relations

strategies I practices and a good corporate image contribute to the attainment /

accomplishment of organizational goals.

TEST O F HYPOTHESIS THREE

STATEMENT OF HYPOTHESIS

H,, Public relations strategies (advertorials, news, articles, features,

posters/photographs) and a good corporate image do not contribute to the

establishment and sustenance of customer loyalty to banks and

organizations.

H3 Public relations strategies (advertorials, news, articles, features,

posters/photographs) and a good corporate i inage contribute to the

establishment and sustenance of customer loyalty to banks and

organizations.

To test the above hypothesis, data on table 4.3.9 is used. Therefore, we

construct a 3 x 6 contingency table.

TABLE 4.4.3a CONTIGENCY TABLE THREE

Options FrequencyICategory of Respondent

ANALYTICAL TOOL: Chi-square = X2 (0, - ell2 el

Where X2 = Chi-square

Oi = Observed fiequency

Ei = Expected fiequency

OPERATIVE ASSUMPTION

a. A level of significance = 0.05

c. . Degree of fi-eedom (d) =

- - (R-1) (C-1)

= (3-1)(6-1)

- - 2 x 5

10

The critical value

- x2 ( 0 . 0 5 , l o ) - 1,8 12 (t-table)

TABLE 4.4.3b CHI-SQUARE TABLE ONE

DECISION RULE: Reject H, if X2 ,I > X2 (0.0~,10) otherwise do not reject

Ho.

CONCLUSION

Since our XZ,, = 4.48 is > X2(o.()5, 10) = 1.8 12 we therefore reject Ho and conclude

that public relations strategies (advertorials, news, articles,.features,

posters/photograpl~s and a good corporate image) contribute to the establishment

and sustenance of customers loyalty to brands and organizations.

4.4.4. TEST OF HYPOTHESIS FOUR

STATEMENT O F HYPOTHESIS

H,: Propaganda is not a significantly more effective strateby than

public relations in achieving a good corporate image in Nigeria.

H4 Propaganda is a significantly more effective strategy than

public relations in achieving a good corporate image in Nigeria.

To test the above hypothesis, data on table 4.3.10 is used. Therefore, we

construct a 3 x 6 contingency table.

TABLE 4.4.4a CONTINGENCY TABLE FOUR

Options FrequencylCategory of Respondent

Academia

- Yes 6

(8.1)

No 2 1

(1 5.6)

know 1 (3.3)

--- Students Civil Bankers Traders PR.Men

servants

15 5 10 15 0

(10.5) (10.2) (7.2) (9) (6) -- 15 27 9 8 18

(20.2) (1 7.6) (13.8) (17.3) ( 1 1.5)

ANALYTICAL TOOL: Chi-square = X2 (01- - el)' el

OPERATIVE ASSUMPTION

i . A level of significance = 0.05

ii. Degree of freedom (d) =

- - 2. X 5

- - 10

The critical value

- X2 ~0.05, 10) - 18.307

TABLE 4.4.4b CHI-SQUARE TABLE FOUR

DECISION RULE: Reject H,, if X2 ,I 2 X2 (0.05.10) othenvise do not reject

T o r 6

15

5

10

15

0

2 1

15

- 2 7

Ho.

CONCLUSION

Er

8.1

10.5

10.2

7.2

9

6

15.6

20.2

.-

19.6

9

8

18

2

5

7

2

@I- el) er -~ - .54

2.c~

1.09

4.00

6.00

.

1.87 , -- --

1.34 -

2.79

.~ ..

1.67

- -4.8

-9.3

6.5

-3.3

2.04

3.29

-0.47

01 - er

-2.1

4.5

-5.2

2.8

6

-6

5.4

-5.2

7.4

13.8

17.3

11.5

3.3

2.96

3.71

2.47

(Or - er)

0.1024

0.17

0.16

0.49

0.36

0.0576

0.1024

0.168 1

0. 16

86.49

42.25

10.89

0.49

4.1616

10.82

0.22

1.67

4.99

3.67

-- 0.10

i .4

2.9

.08

41.47

Since our X2,, 41.47 is X'(~.()~,lo, is 18.3 we therefore reject H4 and

conclude that propaganda is not a significantly more effective strategy than

public relations in achieving a good corporate image in Nigeria.

4.4.5 TEST OF HYPOTHESIS FIVE

STATEMENT OF HYPOTHESIS

H,: The mass media is not effective in Nigeria in information

dissemination and mobilization for public relations and b

corporate image policies of organizations.

Hs: The mass media is effective in Nigeria in infbrination

dissemination and mobilization for public relations and

corporate image policies of organizations.

To test the above hypothesis, data on table 4.3.12 is used.

From the table, we construct a 4 x 6 contingency table like this.

TABLE 4.4.5a CONTINGENCY TABLE FlVE

Options FrequenqlCntegory of ~ e s ~ o i d e n t

Students

2 1

(22.6)

Civil

Servants

20

(22)

Bankers Traders .

-- I0

(1 9.4)

ANALYTICAL TOOL: Chi-square = X2 (OL - ed2 . el

OPERATIVE ASSUMPTION

i. A level of significance = 0.05

i i . Degree of freedom (d) =

= (44 ) (6-1 )

- - 3x5

- - 15

The critical value

TABLE 4.4.5b CHI-SQUARE TABLE FIVE

DECISION

Ho.

RULE: Reject Ho if X2,, 2 X2 (0.05,15) otherwise do not reject

CONCLUSION

Since our e

X2,L,I = 52.153 is > X2(o,oj, 10) = 24.99% we therefore reject Ho and conclude

that the mass media in Nigeria is effective in information dissemination and

mobilization for public relations and corporate image policies of organizations.

CHAPTER FIVE

5 1 SUMMARY OF FINDINGS C .

Before now, nct much was known and written about the uses, roles,

application and the potentials of public relations and corporate image in

achieving corporate goals in Nigeria. Even the little that was known was not

used very well to the advantage of organizations. However, in recent times in

Nigeria, there is an appreciable awakening of interest in public relations

practices / activities and corporate image, not just in the mind4 of the

management of organizatious, but also in the minds of custonlers / consumers -

current and potential as well. Hence, the study of public relations and

corporate image.

In this respect, the entire research work was divided into five chapters.

Chapter one focuses on the core issues in a project work: background to study,

statement of the problem, significance of the study, objectives, research

questions 1 hypotheses, limitations and delimitations. .

Chapter two reviewed pertinent literature relating to this study. The third

chapter dwelt on research metllodology. The research methodology adopted for

this study was the survey research method. The data gathered were presented

and hypotheses tested in chapter four.

Thus from the data garnered, which were tested using the chi- square (x2)

statistical techniques, the following findings were made.

Corporate public relations strategies are significantly effective in building a

good corporate image.

Good public relations strategies 1 practices and a good corporate image

contribute to the attainment 1 accomplishment of organizational goals.

Public relations strategies (advertorials, news, articles, features, posters1

photographs) and a good corporate image contribute to the establishment and

substances of customers' loyalty to brands and organization.

Propaganda is not a good strategy in achieving a good corporate ivage in

Nigeria.

The mass media is effective in Nigeria in information dissemination and

mobilization for public relations and corporate image polices of organization.

As interesting as these findings are, it is pertinent to point out that there

exists a high sense of amateurism as most organization have failed to employ

well-trained public relations practitioners and chosen to employ quacks who

are not well equipped to face the ever-changing public relation needs of

organizations. The ideal thing is to engage the services of public relations

personnel (either in-house or consultants) who will ensure that the two-way

symmetric model of communication is upheld.

By and large, public relations and corporate mage are imperative in

actualizing or achieving organizational goals.

Over time, the business environment across the globe has continued to

witness increasing sophistication in its technologies, human resources and

consequently production. It is therefore not surprising to see that the

environment is dominated by unprecedented change vis-a-vis the taste of the

customers, the business "pull and push," in other words, the competitive force,

and indeed, the agitation among customers for the satisfaction of their wants.

Therefore, the study "Public Relations and the Corporate Ima~e" was

deemed vital and implemented, with a view to determining the benefits

organizations stand to derive using the marketing tools1 strategies in the

conduct of their business.

Significantly, the accompanying findings1 results have identified the

importance of public relations and a good corporate image in helping

organizations to attain customers retention and loyalty. The findings therefore

establish that organizations are able to establish beneficial long-term

relationships with their various stakeholders and this development goes a long

way to ensure consistent identification of relevant publics of the organization

particularly in the area of transactions.

C 53 RECOMMENDATIONS

Against the backdrop of interesting findings made in this research work, the

researcher makes the following recommendations.

First, it must be acknowledged that insofar as organizations want to sell the

products and /or services, the public must be accorded an effective two-way

communication. Hence, the indispensable role of public relations and good

corporate image in attaining corporate objectives.

To be able to effectively apply public relations strategies in organiz;)tions,

management must engage the services of public relations practitioner(s) and/or

consultants. The experts would thenceforth commence the work of packaging

the organization based on a sound analysis of the Stren@hs, Wcaknesses,

Opportunities and Threats (SWOT) of the organization.

Again, public relations practitioners must be particularly versed in ethical

soundness because, ethical bankruptcy is damaging in terms of public relations.

... 5 4 AREAS FOR FURTHER STUDIES

The following areas of further studies are recommended.

A critical analysis of the ethical soundness of public relations

practices in Nigeria.

An audience (customers) assessment of the effects of public

relations and corporate image in choice of products.

An evaluation of the effectiveness of marketing strategies in Nigeria.

BIBLIOGRAPHY

Achison, C. B. (2000) Industrial Marketing (Analysis, st rate^^ and Practice). Enugu: Precision Printers and Publishers.

Adirika, Ebue and Nnolim (2001) Principles and Practice of Marketing. Enugu: John Jacob's Classic Publishers Ltd.

Bernstein, David (1 984) Company Image Reality: A Critique of Corporate Communication. London: Volt Rinelart and Wilston.

Chukwu, Ikenna (2004) Dynamics of Public Relations. Enugu: Precision Printers.

b Creswell, J.W ( I 994) Research Design (:Qualitative and

Quantitative A~proaches. London: Sage Publications, Inc.

Cutlip S.M., Center H.A. and Broom, M. G (1985) Effective Public Relations (6'" Edition), Englewaod Cliff, New Jersey. Prentice- Hall Inc.

Doughudje Chris ( 1 985) Advertising in Nigeria Perspective. Lagos: Zus Bureas.

Ehikwe, A.E (2005) Advertising and Other Promotional Strategies. Enugu: Precision Publishers Ltd.

Jefkins, Frank (1 989) Public Relations Techniques (2nd Edition) Oxford, London: Buttenvorth Heinemann.

Idemili S.O ( 1990) Public Relations Process in Okigbo (ed) Advertising and Public Relations Published by Research Project in Association with Mass Communication Department,UNN.

Newson, Doug and Scott, Allen (1985) This is PR: The Realities of PR. Belmont, California, U.S.A: Wadsworth

NLPR PR Journal Vol. 3 No. 1 June 2006

Nwabuike, Precious ( 1 986) Fundamental of Statistics. Enugu: Koruna Books.

Nwocha Jossy (2004) Digital Public Relations (New Teclinicl_ues in Reputation Management Vol 1 . Lagos: Zoom Lens Publishers

Nwosu, Ikechukwu (1990) "Public Relations and Advertising in the Process of Governance and Economic Recovery in Nigeria in Ikechukwu Nwosu ed. Mass communication and National Development, Aba: Frontier Publishers Ltd.

Nwosu, I kechukwu ( 1996) Public Relations Management: Principles. Issues and Applications. Lagos: Domican Publishers

Nwosu, 1.E and Uffoh V . 0 2005 Environmental PubIic Relations Management. (Principles. Strategies, Issues and Cases) Enugu: Institute for Development Studies, UNN.

fi

Nwosu 1.E and Wilson D. (eds) (2004) Communication, Media and Conflict Management in Nigeria. ACCE (Nigeria Chapter) and Prime Targets Ltd.

Ogunsanya, Adegboyega ( 199 1 ) Strategy and Public Relations Techniaues. Lagos: Richmind Book Limited.

Ola kunori 0 . K ( 1 997) Successful Research: Theory and Practice. Enugu: Computer Edge Publisher.

Onah ,J.O and Thomas, M.J (200) Marketing Management: Strategies and Cases. Enugu; Institute for Development Studies. UNN.

Onwe, 0 . J (1 998) Elements of Proiect and Dissertation Writing Lagos: Impressed Publishers.

Osuala, E.C (2005) Introduction to Research Methodology, Onitsha: African- FEP. Publishers

Osunbiyi Bidemi (1 999) Advertising Principles and Practice. Abeokuta: Gbenga Gbesun Associates.

Ozongwu, M . 0 (1992) Guide to Proposal Writing in Social and BehavioraI Sciences. Enugu: Snaap Press Ltd.

Nwocha Jossy (2004) Digital Public Relations (New Tecliniqucs in Reputatio~i Management Vol I . Lagos: Zoom Lens Publishers

Nwosu, Ikechukwu ( 1 990) "Public Relations and Advertising in the Process of Governance and Economic Recovery in Ni~eria in Ikechukwu Nwosu ctl. Mass comrni~nication and National Development, Aba: Frontier Publishers Ltd.

Nwosu, I kechukwu ( 1996) Public Relations Management: Princi~les. Issiics and Applications. Lagos: Domican Publisl~ers

Nwosu, 1.E and Uffoh V . 0 2005 Environmental Public Relations Management. (Principles, Strategies, Issues and Cases) Enugu: Institute for Development Studies, UNN.

#

Nwosu 1.E and Wilson D. (eds) (2004) Com~nunication, Media and Conflict Management in Nigeria. ACCE (Nigeria Chapter) and Prime Targets Ltd.

Ogunsanya, Adegboyega ( 199l) Strategy and Public Relations 'I'cchniqlcs. Lagos: Richmind Book Limited.

OIa kunori 0. I( ( 1 997) Successful Research: Theory and Practice. Enugu: Computer Edge Publisher.

Onah ,J.O and Thomas, M.J (200) Marketing Management: Strategies Cases. Enugu; Institute for Developinent Studies. UNN.

Onwe, 0 . J ( 1 998) Elements of Pro-iect and Dissertation Writing Lagos: Impressed Publishers.

Osuala, E.C (2005) Introduction to Research Methodology, Onitslia: African- FEP. Publishers

Osunbiyi Bidemi (1 999) Advertising Principles and Practice. Abeokuta: Gbenga Gbesun Associates.

Ozongwu, M . 0 (1992) Guide to Proposal Writing in Social and Behavioral Sciences. Enugu: Snaap Press Ltd.

Stanton ( 1 98 I ) Funda~nentals of Marketing. (International Students Edition) Mc Graw Hill Intl Co.

Ugwuonah, C . E. (2005) Data Analysis and Interpretation- A Computer Based Approach Enugu: Cheston Ltd.

APPENDIX

Public Relations Programme Marketing Department Faculty of Business Administration University of Nigeria, Enugu Campus, Enugu State.

Dear Respondents, I am Omale, J. Adejo, a Post-graduate student of the above department

with registration number PG/M.Sc/05/454 15. I am carrying out a research on

the topic "PUBLIC RELATIONS AND THE CORPORATE IMAGE (A

STUDY OF UNITED BANK FOR AFRICA AND INTERCONTINE~TAL

BANK PLC)". The study is in partial fulfillment of the requirements for the

award of Masters of Science (M.Sc) Degree in Public Relations.

The attached questionnaire is therefore for your perusal and answer. Feel

very free to select any answer of your choice and tick (4) in the box provided.

Whatever information supplied in this exercise would be treated with

utmost confidence as the study is purely for academic purpose.

Yours faithfully,

Omale, J. Adejo. (PG/M.Sc/05/454 15)

SECTION A

PERSONALIBIOGRAPHICAL DATA

INSTRUCTION: Tick (4) as appropriate in the boxes provided. I . Sex

a) Male [ 1

b) Female [ 1

2. Age

a) 20 - 30 years

3 Marital status

a) Single

b) Married

c) Separated

d) Divorced

e) Widow/widower

4 Educational Qua1 i fication

a) WAEUGCE

b) ND/NCE

c) HND/B.NB.Sc

d) PGD/M.Sc/MA/MBA

e) Ph.D

5 Occupation

a) Student

b) Civil servant

c) Teacherllect urer

d) Bankers

c) Traders

f ) Others

SECTION B

PSYCHOGRAPHIC DATA

6. Do you know the role of public relations and corporate itnage to an

organization?

a) Yes [ 1 b) No [ I

7 . If yes, are they adopted/practiced by your bank?

a) Yes [ 1 b) No [ 1

c) Don't know [ 1

8. If yes, for how long has it been practiced?

a) Long time [ 1

b Recently [ 1

c ) Don't know [ 1

9 What are the objectives of public relations practices and good corporate

image?

a) Customer requisition retention and management [ 1

b) To keep sales rolling [ 1

c) Attainment of organizational goals [ 1

d) All of the above [ 1

10 Which of the following public relations practices does your bank embark

upon?

a) Sending thank you notes/seasons greetings [ 1

b) Warm reception/service with smiles [ 1

c) Neat environment

d) Sponsorship of events

e) All of the above [ 1

f) None of the above I 1

1 1 Does public relations strategies (advertorials, news, articles, features, etc)

contribute in building a good corporate image?

a) Yes [ I b) No [ I c) Neutral [ 1

12 Does public relations strategies/practices and a good corporate image

contribute to the attainment/accomplishinent of organizational goals?

a) Agree [ 1 b) Disagreed I 1

c) Don't know [ 1

13 Does public relations strategies/practices and a good corporate image

affect your choice of bank'?

a) Yes [ I b) No [ I

c) Neutral [ 1

14 Is it possible to polish a tarnished image?

a) Yes [ 1 b) No [ I c) Don't know 1 1

15 Is propaganda a better option to public relations for banks that want to

achieve a good corporate image in Nigeria.

a) Yes I I

b) No [ I c) Don't know [ 1

16 People see the mass media in Nigeria as propaganda machinery of their

respective owners. Do you agree?

a) Yes [ 1 b) No [ I

c) Don't know [ 1

17 How effective is the mass media in Nigeria in information dissemination

and mobilization for public relations and corporate iinage policies

a) Very effective I 1 b) Fairly effective [ 1 c) Not effective [ 1

d) Don't know [ 1

Public relations practices as well as a good corporate image acquire a

greater customer's acquisition than their counterparts that do not make good use

of them?

a) Yes [ 1 b? No I I

c) Don't know 1

18 Have organizations in Nigeria been making use of public relations

practitioners in achieving their goals?

a) Yes [ 1 b? No [ I

c) Don't know [ 1

19 Public~relations and good corporate iinage provokes consolidation of

organizational aims and objectives?

a) 'True [ 1 b) False [ 1

20 Suggest possible strategies that can contribute to good corporate image?