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ABSTRACT
The study determines the influence of Public relations on the corporate image of banking industry: A study of new generation banks in Benin metropolis. It aimed at ascertaining the perception Benin residents hold of new generation and prove the effectiveness of public relations activities engaged in by new generation banks, to certain measures like customer retention, which determines a bank’s success. The study is anchored on Systems theory and Perception theory. The researcher adopted the survey design for the research method and questionnaire as the instrument for the collection of data. The findings revealed that Benin residents are aware of the Public relations activities of new generation banks, agree on their effectiveness and the influence they have on their perception of the banks. However, the findings holds that largely, Benin residents perceive new generation banks to be untrustworthy. Hence, the researcher recommends that new generation banks integrates fully the most important message of Public relations, which is mutual understanding, into its organizational culture.
