ARTICLE SUMMARY
| Title: | Re-Strategizing Public Relations Practice in Microfinance Banking Services in Ebonyi State, Nigeria |
| Author(s): | Nelson Iroabuchi Ogbaeja & Simon Ugochukwu Nwankwo |
| Abstract: | In contemporary Nigerian time, most of the microfinance banks seemed to be lacking the required customer-friendly information and services. This has been traced to the near absence of public relations practices and unit in these banks. This study investigated public relations practice in Microfinance banking services in Ebonyi State. The study is anchored on Social Responsibility Theory. It adopted survey research design through which a sample of 385 was drawn using Meyer sample size determination formula while multi-stage sampling technique was used to select the respondents. The instrument of data collection was questionnaire and the data collected were analyzed using simple percentage. The results revealed that: there is low level of public relations practice by Microfinance banks in the state; public relations practice is carried through the dissemination of information on banks' services for the promotion of good customer relations and such has not been effective due to some personnel and logistics constraints. The study concluded that the level of public relations practice in Microfinance banking services in Ebonyi State is low and needs to be re-strategized. For this reason, this study recommends that Microfinance banks in Ebonyi State should employ professional public relations personnel equipped and supported by the management of the banks, the banks should introduce functional internetcommunication banking, provide soft loans services, promote small and medium scale enterprises. The banks should also be updated on current banking standard via management training and education so as to be socially responsible to the needs and demands of their customers/publics. |
| Keywords: | Public Relations, Microfinance banking, Ebonyi State |
Editorial Board
EDITOR-IN CHIEF
Prof. Jonathan E. Aliede
DEPUTY EDITOR-IN CHIEF
Agatha Obiageri Orji-Egwu, Ph.D
MANAGING EDITOR
SÃmon Ugochukwu Nwankwo, Ph.D
EDITORS
Prof. Ifeyinwa Nsude
Prof. Angela Nwanmuo
Prof. Tyotom Keghku
Prof. Muyiwa Poopola
Prof. Nnanyelugo Okoro
Prof L. I. Ogbuoshi
Ruth. Chika Okorie, Ph.D
Adeola Sidikat Oyrleke, Ph.D
Celestine Ukeoma, Ph.D