E-ISSN 2406 – 5949 Contemporary Journal of Interdisciplinary Vol 1

Research Pages 64 - 72
2021

Research Article

THE ROLE OF PUBLIC RELATION IN BUILDING CORPORATE IMAGE: A STUDY OF

FIRST BANK OF NIGERIA PLC, CALABAR

Emmanuel, Bassey Henry

Department of Educational Foundations and Administration
Faculty of Education
Cross River University of Technology, Calabar.

Ndolo, Goodluck Barine

Department of Mass Communication
Kenule Beeson Saro-Wiwa Polytechnic, Bori
Rivers State, Nigeria.

Igbara Neeka
Department of General Studies
Kenule Beeson Saro-Wiwa Polytechnic, Bori
Rivers State, Nigeria.

Abstract
This paper focuses on the impact of public relations in building corporate image in First
Bank of Nigeria Plc Calabar. This research identifies how public relations can help in
maintaining high acceptable corporate identify, corporate image and corporate
communication. The survey research method was used in this study as the
population was picked amongst the internal and external publics of First Bank of
Nigeria Plc Calabar. Copies of questionnaire were administered to the respondents
to elicit information that helped in the organization of data and presentation. The
research showed that public relations can help in uplifting the image of First Bank of
Nigeria Plc Calabar. The paper recommended among other things that public
relation efforts must ensure that they equally protect and build the image of the
firm. This will help create an enabling ground for effective and mutual relationship
between the staff, costumer and the general public.

Key Words: Role, Public relation, corporate image, Organization

INTRODUCTION only amateurish, since the beginning of
mankind. In ancient societies, human
Public relations is “practically as old as
communication was limited by space
society” Patrick Jackson, a publisher of
and time. Due to the absence of modern
the public relation society of America
technology, the potentials and
(PRSA) asserts that public relations arose
application of public relations increased
from the basic need of building and
as societies became more urbanized,
improving human relationship. Thus,
civilized and complex. As population
public relation has been practiced even if

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 E-ISSN 2406 – 5949 Contemporary Journal of Interdisciplinary Vol 1
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2021

increased so did the need problems of with a number definitions regarding the
public relations. term public relation and what it actuality
involves. People working with public
Public relations practice in Nigeria was
relation tend to view their activities as
introduced from Britain through the
having a strategic impact, while many
vehicle of colonialism; public relation
marketers view public relation as only a
became an important element in public
tactical ingredient of the promotion mix.
communication in the colonial days. The
This confusion has undermined the
government felt the need for another
development of public relation and
branch of communication which would
added to the blurring of what exactly
convey subtly, its feelings to the people
includes in the area of public relation
without really going through the rigours of
(Lages and Simkin, 2003).
mental composition of communication
acts. In 1963, the Nigerian Institution of A review of public relation history gives a
Public Relations (NIPR) was established as number of definitions and approaches to
a regulatory body for public relation the field. Hutton, (1999),in the early
practice in Nigeria. definitions, the dominant theme in public
relation was using communications to
The responsibility of the public relations
build and hold goodwill. The term has
unit is to protect the image of the
evolved and a review of recent public
organization to the general public. The
relation definitions in literature and
public relation practice was designed to
academic journals suggests a number of
protect the image of the organization,
common themes, but there is still no true
plan and execute all its approved public
convergence. The most common
relations programmes. Corporate
components in the definition of public
organizations have been embarking on
relation appear to be management,
public relations to create and maintain a
organization and publics. An example of
mutual understanding with their publics.
a widely quoted definition is public
This study therefore seeks to explore the
relations is the management functions
relevance or the role of public relations in
which evaluates public attitudes,
building the corporate image of an
identifies the policies and procedures of
organization, using first Bank of Nigeria Plc
an organization with the public interest,
Calabar as a study.
and executes a program of action to
REVIEW OF RELATED LITERATURES earn public understanding and
acceptance (Hutton, 1999).
This section reviews literature in the area
of the relationship between public Lages and Simkin (2003) propose that
relation (PR) and corporate image. The public relation scholars conceptualize
existing literature in the area of PR is vast public relation as a management
and numerous. Public relations are a discipline, which is a change form of the
promotional tool which is an element of traditional view of public relation as
marketing communication. Definitions of mainly a communication activity. Other
public relations are indescribable authors referred by Lages and Simkin
because public relation concept conveys (2003) agrees with Hutton (1999) and
broad spectrum of activities. The research defines public relation as “the
area of public relation is vast and wide management function that identifies,

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 E-ISSN 2406 – 5949 Contemporary Journal of Interdisciplinary Vol 1
Research Pages 64 - 72
2021

establishes and maintains mutually corporate image is believed to be the

beneficial relationship between an visible element of a firm’s image, the firm
organization and the various publics on has the ability to create and manipulate
whom it success or failure depends”. a desired picture of itself in the minds of
Lages and Simkin (2003) also defined the external actors. To achieve a desired
public relation as “relationship image, firm must encourage and
management” this means that the focus facilitate constant two-way
of public relations is the management of communication with their target
an organization’s relationship with its audiences. Thus, firms must be fully aware
public through the four step of the image they are sending to both
management process of analysis, their external and internal audiences,
planning, implementation and evaluation Balmer and Stotving (1997). Image affects
in this context public relation is used to not only the perceptions that the external
communicate strategically. observers have of the firm but also the
employee’s perception of the firm
CONCEPT AND MEANING OF CORPORATE
Christensen and Askguard (2001).
IMAGE
THE IMPORTANCE OF CORPORATE IMAGE
In marketing literature, the focus image is
an external organizational aspect, Gregory (1991 and 1999) says every
emphasizing the feelings and beliefs that company has an image, whether
various external observers have about a planned or not and a good image can
company (Abratt and Mofakeng, 2001). offer much to an organization’s success.
Consequently, an image is formed in the Ferrand and Pages (1999) believe
minds of external observers and can be corporate image to be of such value that
seen as a symbol of a person’s it can serve to differentiate organizations
perceptions of an organization. In other that in other respects may be similar if not
words image is subjective and is identical. They say image can create
developed as the actors interact with the value and impacts on consumer
firm. In organizational theory, image is behaviour but can include perceptions
defined as how employees of an which may or may not reflect the
organization believe external actors objective truth. Corporate image is
perceive the organization. Dutton and considered a strategic tool of great value
Dukerich (1991), from that perspective, for the financial sector, since besides
image is seen as an internal issue and as helping to achieve long-term objectives
an expression that an organization wishes Abratt and Mofekeng (2001) it can turn
to project to certain external actors. into a source of competitive advantage.
Crooch (1999) believes that “image is
A firm’s image is strongly linked to its vision
everything” and Lewis (2001) says
and mission and is considered a
reputation is an asset of immense value
manageable resource. Abratt and
that enables organizations to change a
Mofokeng (2001) argue that as the vision
premium for their products and services.
and mission guide the company in its
Schroff (2002) agrees saying that a good
daily interaction with external actors,
image can compel consumers to prefer a
those principles will logically be reflected
product to a lower-priced through
in the corporate image. Because the
equally good one. Boyd (2001) says a

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 E-ISSN 2406 – 5949 Contemporary Journal of Interdisciplinary Vol 1
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2021

good corporate image contributes to The cumulative effect theory: This theory
improve behaviour and better attitudes suggests that persuasive campaigns can
on the part of its employees and Boyle be most effective when the message
(2002) says it is a treasure. Gregory (1999) comes from variety of sources and is
contends such perceptions have an repeated from the same source but over
enormous impact on a company’s ability an extended period of time. The
to survive in the complex and competitive application of the theory in public
market place of today and Steidl and relations means that professional
Emery (1997) says a strong positive communicators cannot depend on one
corporate image gives an organization a communication tactics alone to get their
long term sustainable competitive messages across. Rather, they should use
advantage. either a combination of multiple tactics,
carrying the same message or repeat the
Conceptual framework
same message through one method over
A theory is seen as the way things work, it an extended period of time. Therefore, in
has strong link towards guiding and the sustenance of organizational image in
directing a scholar toward a particular first Bank of Nigeria Plc Calabar, the
way. The theories that learns it support to importance of communication day-in,
this work include corporate social day-out is indispensable.
responsibility theory: this is defined as a
METHODOLOGY
management strategy which seeks to
plan and manage an organization Research design: Considering the topic of
relationship with all those involved in, or this research work “the role of public
affected by its activities. it is perhaps an relation in building corporate image: A
excellent way to bank good will on both study of First Bank of Nigeria Plc”, the
the external (customers) publics and research design chosen is the survey
internal (employees) public of an design. The survey design is a technique
organization. First Bank of Nigeria Plc used in eliciting data for analysis by
Calabar zonal headquarters is an administering questionnaire.
organization whose activities directly or
Area of study: This research project was
indirectly affect every segment of the
conducted in first bank of Nigeria Plc,
society both government and private.
main branch and other branches
Although it is not owned by the
scattered within Calabar metropolis. The
government, there is every need for it to
main branch is located in the Calabar
relate also with the government because
Municipality, a Local Government Area of
it is all over the country. Internally, the staff
Cross River State Nigeria. Its headquarter
of the Bank should see the organization as
is in the city of Calabar. It has an area of
a socially responsible place whose
142km2 and a population of 183,681 and
employers are very important. Corporate
the postal code of the area is 540,
social responsibility theory emphasizes the
Calabar Municipality lies between
need for incentives such that the welfare
latitude 8025E in the North.
packages should be made available to
the organization’s publics both inwardly Instrument: A structured effective
and outwardly form time to time. questionnaire was developed by the
researcher and used for the collection of
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 E-ISSN 2406 – 5949 Contemporary Journal of Interdisciplinary Vol 1
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2021

the data needed for the study. The respondents. Hundred (100)
questionnaire consisted of 15 questions questionnaires were administered to the
with a few opened-ended questions and respondents.
a majority of closed-ended questions. The
Method of data analysis: Quantitative
questions were constructed in simple
methods comprising simple tables,
English to ensure clarity, unambiguity,
frequencies, and percentage were used
neutrality were designed to elicit into
in the analysis of data and interpretation
about respondents demographic and
of the information collected in the study.
psychographic characteristics.
The qualitative method also assists in the
Sampling procedure: Simple random explanation of complex variables.
sampling was used in the selection of the
RESULTS AND DISCUSSION
data. Denga (1998) considered that
simple random sampling techniques are a The results and discussion of findings on
means by which researchers give every the role of public relation in building
member of his/her population equal and corporate image are presented in the
independent opportunity of being following sections:
selected. The sample of this study
Table 1: Roles of public relations in the
comprised fifty (20) management staff
building of corporate image
and hundred (80) non-management staff
Item Response* Percentage
and customers from elected branches of Yes No
First Bank of Nigeria Plc, within Calabar Does First Bank 90 10 100
Metropolis. have an
established Public
Validity and reliability of instrument: The
Relations unit?
first draft of the questionnaire was face
Has First Bank 60 40 100
validated by the researcher who, after Public Relations
personal scrutiny, made comments and Unit ever
observations after which the performed any
questionnaire was subjected to two other function in
research experts who equally vetted to building corporate
modify the instrument before they were image?
administered to the respondents. The Public Relations 82 18 100
reliability of the instrument was Unit protect the
established through the test-retest image of the
method using sub-scale of 20 staff outside organization
the study and after an interval of two Public Relations 93 7 100
engage the
days, it was re-administered to the same
media on issues
number of staff who were not included in regarding their
the study population. organization
Method of data collection: The researcher Source: Field survey, 2019 * Multiple response
solicited permission from the authority of
the bank under investigation and was
granted, after which copies of the
questionnaire were then distributed to the

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 E-ISSN 2406 – 5949 Contemporary Journal of Interdisciplinary Vol 1
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2021

Roles of public relations in the building of and engaging the media as well. This is
corporate image: reflected as majority of the respondents
as shown in Table 1 responded in the
Table 1 presents data on the roles of
affirmative.
public relation in building of corporate
images. Respondents were probed on Tools used by the Public Relations Unit in
questions bordering on the existence of build corporate image:
public relation unit and their functions.
Data in table 2 reflects respondents’
Based on respondents’ responses, responses on the medium or channels
majority agreed that there is the used by the public relation unit of Frist
presence of public relation unit in First Bank in building corporate image. Data
Bank PLC Calabar. This shows that the as shown in table 2 reveals that press
organization is interested in building a releases top the ranking in the medium of
corporate image. Respondents’ public relation activities by First Bank. This
responses also reflected that the public is followed by social media (consisting of
relation unit is engaged in performing facebook, twitter, instagram etc.),
functions that is directed at building working with the press, communicating
corporate image in the organization. with their staff, while dialogue ranked last,
These function according to respondent which may be the last medium the public
responses, borders around protecting the relation unit utilizes in building corporate
image of the organization through image of their organization.
engaging the public through the media
Table 2: Tools used by the Public Relations unit building a corporate image

Responses Number of Respondents Percentage

Press Releases 49 0%
Working with the press 26 0%
Communicating with staff 12 0%
Social Media 38 0%
Dialogue 9
Total 100 100
Source: Field Survey 2019
Data in the above table indicates that, all image of first bank plc calabar. The data
the 100 respondents representing 100% revealed that taking cognizance and
admitted that the various tools used by implementing the output of public
the Public Relations unit in building a relation’s meeting with the management
corporate image consist on: press targeted at improving and building an
releases, working with the press, organizations’ corporate image is a vital
communicating with staff, social Media public relation strategy as 79 percent
and dialogue. were at the affirmative. Also, 93 percent
of the respondent agreed that
Public relation strategies used in building
information dissemination is one of the
the image of the firm
strategies adopted by the public relation
Data in table 3 shows public relation unit in building corporate image;
strategies used in building the corporate subsequently, 83 and 68 percent of the

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 E-ISSN 2406 – 5949 Contemporary Journal of Interdisciplinary Vol 1
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2021

respondents both agreed that public that can be adopted in building the
relation and dialogue are also strategies corporate image of an organization.
Table 3: Public relations strategies use in building the image of the firm (N=100)
Responses Yes (%) No (%)
implementing the outcome of the public relation’s meetings with 79 ( 79) 29 ( 29)
the management helps in building a corporate image
Public relations unit is a platform for information dissemination 93 (93 ) 7 ( 7)
and managing dialogue
Public Relations as a dependable means in building a corporate 83 (83 ) 17 (17 )
image
Dialogue can be used in building a corporate image 68 (68 ) 32 ( 32)
Source: Field Survey 2019

Discussion of Findings proffering solutions to conflict that may

arise in any given institution or
The role of Public Relations in a firm is to
organization. The role of public relation in
manage the flow of both internal and
building the image of an organization
external communication. Public relations
was put clearly by Ogunsiji (1989, p. 77) as
departments manage their organization’s
he posits that the power and monopoly
reputation with various groups including
position of the media impose on them an
internal and external publics. In view of
obligation to be socially responsible, to
the above, analysis in table 1 reveals that
see that all sides are fairly represented
the various roles of the public relations in
and that the public has enough
building a corporate image in First Bank,
information on issues concerning them in
Calabar are; communicating with the
order to make informed decision.
media, planning ahead and protecting
the image of the firm but that the specific Having an established public relations unit
role of the Public Relations is to protect implies that cogent roles should be
the image of the firm. attached to the unit. In building the
image of the firm, the public relations
Data in table 1 further reveals that public
practitioners embark on series of
relations unit has performed functions in
researches, make use of the media and
building a corporate image in the
the internet (social media) as strategies.
institution as they occur. As earlier stated
Data in table 3 shows that the
by Sietel (2009) that Public Relations
respondents majorly admitted that the
based on two-way communications
organization make use of public relations
facilitated through a multimedia
strategies in building the image of the firm
approach and is founded on research.
by implementing the outcome of their
This finding is a leeway to finding a lasting
research, using the Public Relations Unit as
solution to conflict rocking most
a platform for information dissemination
organization in recent times including
and building a corporate image as the
protecting the image of such
occur. According to Ushie (2002),
organization. This findings corroborates
communication which involves the
the assertion that the responsibility of the
transfer or transmission of some
public relation unit is to carry out
information and understanding from one
responsibilities such as informing and
person to another is one of the important
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 E-ISSN 2406 – 5949 Contemporary Journal of Interdisciplinary Vol 1
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2021

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