THE ROLE OF PUBLIC RELATIONS AS A MANAGEMENT FUNCTION IN AN ORGANIZATION. (A STUDY OF GUARANTEE TRUST BANK, BENIN CITY)

ABSTRACT

The study examined the role of Public Relations as a management function in an organization, with a focus on selected branches of Guarantee Trust Bank Plc, Benin City, Edo State. To achieve this, the survey research method was adopted and the instrument used for data collection was the questionnaire. The researcher used a total number of 62 persons as the sample size. Data gathered was analysed in tables and simple percentages. Three research questions guided the study. Research findings showed that Public Relations plays a vital role as a management function in an organization as the place of public relations in an organization is very important and cannot be traded for any other unit of an organization. The study concluded that the public relations department of GTB is underutilized and is performing a role that is below the ideal strategic functions of public relations in bonding a bank with its publics. In view of these findings, the researcher recommended that the Public Relations Unit should be given a higher status that makes it accountable directly to the Head of management and the personnel should be trained periodically to acquire the conceptual knowledge and technical skills required to relate effectively with the different publics of Guarantee Trust Bank.