CHAPTER ONE

INTRODUCTION

 BACKGROUND OF THE STUDY

All organisation whether profit oriented or not, cannot thrive in isolation of public good will . all organisation are identifies with their peculiar publics, whose interactions with the public determine the success or failure of hat organisation. Every organization of significance should allocate specific responsibility for the overall development and monitoring of polices in relationship with both its external and internal publics. To complies this however public relations must be a management function. To this effect, “ public relation is a deliberate planned and sustained effort to establish mutual under standing between the firm and public”. The researcher to review and evaluate the effectiveness of Public relations in the banking sector ( a case study of UBA Okpara Avenue in essence embarks upon the research project). In effect, the effectiveness and efficiency of public relation programme must therefore originals from sound policies decision of the management . this is be cause commercial banks view by public, from their policy strategies and decision. Since such effect the in varying degrees , for their polices to be meaningful, and realistic employees must be good ambassadors of their companies, because any mis-representation on the part of these employees, will tarnish the image of the organisation hence every employees irrespective if his class it grade must be involved in monitoring, fostering, understanding, good will and public relation through responsible performance. Public relations of any organisation no matter the size must stand to liaise between the organisation as and its various customers and potential buyers towards the organisation. This is borne out of the fat that public relations department feels he pulse of its customers and potential buyers though systematic monitoring activities. Admittedly, when public relation grammas are effectively communicated to the customer and potential buyers the bank stand to win public opinion and acceptance, but where the communication is not effective, some member of the public exploiting them. The intent of this study as stated earlier is to evaluate and apprise the efficiency and effectiveness of the public relation department of ubabank, in the light of adequately achieving passive public opinion through effective public relation programming.