INFLUENCE OF MEDIA RELATIONS ON CRISIS MANAGEMENT IN NIGERIAN BANKING INDUSTRY A STUDY OF UBA PLC

This study investigates the influence of media relations on crisis management in the Nigerian banking industry, using United Bank for Africa (UBA) Plc as a case study. In an era where reputational threats can escalate rapidly through digital platforms, effective communication has become essential for corporate resilience. The study is grounded in the Situational Crisis Communication Theory (SCCT) and Image Restoration Theory, which provide theoretical insight into how organizations respond to crises and attempt to maintain or recover public trust. A quantitative research approach was adopted, utilizing a descriptive survey design. Data were collected from respondents through structured electronic questionnaires distributed via Google Forms and WhatsApp. Descriptive statistics, frequency tables, and thematic content analysis were used to analyze the data. Findings revealed that while UBA’s media responses are generally considered timely and useful in reducing misinformation during crises, many respondents perceived the messages as lacking transparency, empathy, and platform diversity. Social media and SMS were identified as the most utilized media channels, yet over-reliance on these tools may limit the bank’s communication reach and effectiveness. The study concludes that although media relations significantly impact crisis perception and trust restoration, UBA’s communication strategies could be improved through more proactive engagement, transparent messaging, and multi-platform outreach. The research provides practical recommendations for banks, communication managers, and regulatory bodies seeking to strengthen crisis communication frameworks in Nigeria’s financial sector. Keywords: media relations, crisis communication, banking, UBA, communication strategy.