PUBLIC RELATION AS A TOOL FOR ACHIEVING ORGANIZATIONAL OBJECTIVE (A STUDY OF ZENITH BANK ASABА)

ABSTRACT The needs for a company to strive to improve its profitability are obvious and varied. This was as a result on how active their public relations towards their clients. As a matter of fact, Bank needs public relations as a tool for achieving its objectives. Perhaps, public relations is relationship with the general public through publicizing those functions of an organization, corporation, church, government military, institution etc. Concerned with informing the public and analysing these information in an attempt to create favourable public opinion. However, one major point in this review that is quite clear in Nigeria context is that, bank begin to understand the uses of public relations practices and strategies in improving its profitability because both offices and other categories of staff are involved in act of selling bank services at any time. Finally, to improve the profitability was the adoption of a sound and well-articulated public relations strategies which was directed towards understanding and interpreting customers' needs and wants offering a maximum of services to satisfy these customers, informing the community on how the services are been offered and the recommendation is that the management should be referred to the public relations department which should not only promptly attain t the, matter and should advice the branch managers on the complaints and remedial action to be taken.