THE EFFECTIVE PUBLIC RELATIONS AND AS AN INSTRUMENT FOR THE ACHIEVEMENT OF ON ORGANIZATIONAL OBJECTIVE.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUD OF THE STUDY
The reason for banks striving to improve their profitability are obvious and varied. In this era of competitions, there is need for organizations, banks business enterprises churches, clubs etc. to evolve procedures to improve their performance to the benefits of their consumers and kowing fully well that times have change and also the creams of cutomers. For bamks the need as more pronounced especially when they are faced with what we call institution and inter bank competition, which a times head to the declining profit margin of many banks consequent upon some factors as inflation and tight money supply measures of the permanent. The needs for competitions among banks and other public relations programs geared towards building good corporate image for their respective banks. Nigeria banks have recognized that effective public relations has become the integrating force which interprets their environment to the bank management, defines objective and building good will through good deeds. In furtherance of these objectives, many banks in Nigeria have introduced extra incentive such as credit cards, weekend banking organization all in attempt to provide exceptional services for their customers and to retain old customers, attract potential depositors and win public understanding. These banks adopting to change trends by creating effective public relations department as a tool to boost cooperate image are currently experiencing increases.
1.2 HISTORICAL ROLES OF BANKING IN THE NIGERIAN ECONOMY
Banks can be defined as an institution in which individuals keeps, exchange and transact money. Banking as an industry is impossible in a non-monitored economy. The growth of banks in the former British west Africa (Nigeria inclusive) did not start until the introduction of the British coinage and currency system in late 19th century. Banking business was first introduced in Nigeria in 1892. the first bank in Nigeria was the African Banking Corporation from 1892 banking activities started striving with life competition between rival banks. This was free banking era. It was characterized by non existence of banking legislation. Any body could set up bank provided he is registered under the provision of companies ordinance. The ordinance prohibited formation of a banking company unless it was registered as a company. This period witnessed the establishment of the banks of British west Africa (BBWA), Barday Bank, Dominion Colonial and oversea bank, British and French banks, National bank of Nigeria and African continental bank limited.
In 1894, the BBWA was established in Lagos it took over the service of African Banking corporation. It remained the only bank in the country until it was joined by barday in 1912. another expatriate bank of this free banking period was British and French banks limited established in 1949 and presently called United Bank for Africa (UBA). The National Bank of Nigeria established by government of the western Nigeria on 11th February 1933 has distinatioon of the first successful indigenous banks was the Africa Continental bank limited. Three other indigenous banks were the Nigeria pioneer and commercial banks limited, Agbonagbe bank limited and the Merchant bank, there were seven banks which survived the free banking era. However, the banks failed were industrial and commercial banks. Nigeria mercantile bank and the Nigeria perry banks by 1988, all mushroom bank had collapse except Agbonmagbe bank, merchant bank, National bank of Nigeria and three expatriates banks. They survived the banking boom of the late 1940s and early 1990s. these banks were established primarily to make profit. This explains the dissemination in heading in the early periods of their development. The main purpose of banks in the economy was to help business increase their output by providing the essential service of liquidating flow and expert advice investment.
According to the preposition of financial system review committed of 1976 sack of five objectives are expected for the banks. The bank should actively facilitate the transformation of the normal environment by promoting and rapid expansion of banking facilities, services and banking habits in minimal commodities, most importantly, they will sere as vehicles for the creation of credit in the rural areas, in the form of equity and loans for small scale farmers and entrepreneurs Secondly, banks should remain consistent with the banking prudence, increasingly undertaking more medium and long term investment planning for the application of the procedure. Thirdly, they should confirm with the national objectives and identify fall with Nigeria inspirations by taking more active part in the financing of the economy programme of national priority, consequently their sensitive position in the financial system necessitates that they should be brought under Nigeria control with the ownership and management. Fourthly, decision making in the main commercial banking sector must be localized. This would have the possibility of our major banking institution being manipulated to the disadvantages of the Nigeria economy. Finally, the bank should use a significant part their profit to improve the quality of services being offered to the above national object expected of the banks.
1.3 THE PLACE OF THE PUBLIC RELATION IN NIGERIA
Public Relations practices in Nigeria can be grouped into two categories which are pre-colonial and independence period in the pre-colonial era public Relation outlet originated from the inscriptions on the walls of ideologies on mind of people who came to grace ceremonial occasions. During this period, oral media such as town criers, messengers and palace dancers were used to the advantages and good image making of the clients Oba’s and Emirs. The institutionalization of the public relations as the concept of management characterized the colonial phase of public relations as can attested to the establishment of the ministry of information, which was solely charged with the propagation of the white man’s cause in Lagos.
Public relations as a modern practice started with civil service at Lagos, Enugu Kaduna and Ibandan. These offices served as persuasion out of points. The Lagos office of the ministry of information (Public Relations) was at 20 camp ell street Lagos. In 1932, radio was used to propagate information by colonial government, but s at 1944, the name of the office was changed to public Relations office which was reverted to ministry of information in later years. Commercial public relations started by UAC, Leventis UTC and other multi-National which helped a lot in the development of media public relation in Nigeria publications and circulation of newspapers, magazine and printing of photographs were the initial activities of public relations event.
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