NJOMACS

This study, examines the Use of Public Relations Strategies by Select Financial Institutions in the Federal Capital Territory. Using Theory of Responsible advocacy, the study adopted survey research method where data were collected from 389 customers from the select financial institutions. The study found out that social media platforms were foremost and they also stand out to be the most resourceful among the various communication channels used to communicate with the internal and external publics. The study also established that Public Relations in Guaranty Trust Bank and Access Bank Plc. enhance accessibility in communication between internal and external publics as well as promoting ease of information exchange in communication between the internal and external publics. The study concludes that the hallmark of effective Public Relations in the banking sector lies in the utilisation of PR communication strategies to communicate with the publics’; to build and rebrand the image of the bank to stand out among their competitors thereby earning public trust and patronage. Achieving this will require a robust communication strategy by public relations staff in the banking sector. The study therefore recommends among other things that financial institutions need to give maximum attention to Public Relations unit so as to improve their overall performance. There is the need for the training of PR staff in the banking sector to enhance professionalism and efficiency in Public Relations practice for better organisational performance and maintenance of mutuality with its publics.