International Journal of Sub-Saharan African Research (IJSSAR)

Background: In global communication, digitisation has taken the drivers’ seat and ceasing the initiative from traditional media. Public Relations professionals like other communicators are struggling to find their bearings with new media technologies as well as organisations such as the First Bank of Nigeria (FBN) expectedly looks to digitally savvy professionals to harness enhanced virtual media vehicles to burnish their corporate image and reputation. Objectives: This study investigated the use of Public Relations strategies (digital and traditional) by First Bank of Nigeria Plc (FBN), for corporate reputation management. It also carried out impact assessment of the use of PR strategies and the effect of non-use of PR strategies to enhance the image of the bank.
Method: The qualitative research approach using in-depth interviews was used to draw responses from 20 purposively selected interviewees who are professional Public Relations and allied staff of the Bank. Results: It found that PR strategies have been useful tools for impactful corporate reputation management at the bank.
Unique Contribution: This study has highlighted that a scenario without PR strategies on ground was a significant risk the bank cannot afford in the digital age.
Key Recommendation: the study recommends a proactive, strategic and sustained deployment of PR strategies, active environmental surveillance using “early warning” strategies and not succumbing to the lure of a positive impact to relax or save money.