EFFECTIVE PUBLIC RELATIONS AS AN INSTRUMENT FOR THE ACHIEVEMENT OF AN ORGANIZATIONAL OBJECTIVE

ABSTRACT The research is on Effective Public Relations as an instrument for the achievement of an organizational objective. The problem centers on how public relations unit functions effectively in the banking sector have helped to improve banks profitability with special emphasis on the United Bank for Africa (UBA) Enugu and African Petroleum Plc Port-Harcourt. This study is to properly ascertain how public relations which is an innovation in the banking sector improves bank profitability. This research work is aimed at offering an insight into the impact of public relations in commercial banking so as to reveal its pitfalls and success. The insight question can be used to make useful inference on the performance of public relations programmes in commercial bank, merchant bank and public bank (CBN) and African Petroleum Plc. In chapter it deals with the empirical framework in the literature review. The researcher employed both primary and secondary data. The population of the study was two hundred and fifty (250) and the researcher used A.H Helen's formular to bring the sample size to two hundred and fifty (250). The researcher distributed two hundred and fifty (250) questionnaires and the same were returned. The researcher used tables and percentages to get the opinion of the respondents. The researcher observed that the adoption of public relations in an organization is very effective.. Based on the observation it was concluded that commercial bank, merchant bank and public bank (CBN) and African Petroleum Plc adopt efficient management of public relations in their organization. Having gone through findings and conclusion, the researcher therefore recommends that commercial bank, merchant bank and public bank (CBN) and African Petroleum Plc should endeavour to always engage a constant evaluation of their public relations practices to determine its effectiveness and where there is short coming.