CHAPTER ONE

1.0     INTRODUCTION

1.1     BACKGROUND OF THE STUDY

Public relations can be related as the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. The achievement of an organizational objective can be affected by the reform of its public relations.

The reasons why some organizations strive well for instance the banking sector is because to improve their profitability, they channel their efforts to public relations. In this age of competitions, there is need for organizations, banks, business enterprises, churches, clubs etc. to engage procedures to improve their performance to the benefits of their consumers and knowing full well that there is competition in vogue.

Public relations is a management tool designed to establish support among a firm’s various internal and external publics (Thomas & Lane, 1990). Another definition stated that public relations includes activities that is built around a favorable company’s image through publicity, and community events (Zeithaml, Bitner & Gremler, 2009). The major functions of public relations are to create and maintain excellent relations with the organization’s internal and external stakeholders, such as persons and private, governmental, and societal entities in general.