Business/Financial Public Relations! M.Sc Class

Recall that we discussed financial public relations in class where we said the Financial Public Relations (FPR) executive in Nigeria should always engage in Environmental scanning to keep abreast with issues that might affect his establishment. We also noted that the FPR person also requires the skills of a public relations executive without specifically focusing on FPR issues only. This is because you might require the total skill of a PR person on certain occasion, as a result of which you need to be physically and mentally alert with the right strategies always. We also noted that media relations is an essential aspect of the FPR officer’s job.

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Media Relations Strategies

Briefly explain why the FPR person needs the media relations skills contained in the article to ensure profitability and positive reputation management. Mention specific skills in the article and explain how each one is relevant to the FPR manager of a fast growing commercial bank in Nigeria.

Send your answer as a comment to this post. Use only your quiz number for this work. Only those who were in class for the last lecture should do this quiz.

Deadline for this quiz is 9pm on Tuesday, March 14

The Author

Chinenye Nwabueze

Nwabueze is a communication researcher with several years of lecturing experience in Nigerian universities.

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  1. As already known and understood, the major role of the financial public relation(FPR)person in any organization is to positively represent the said organization before its publics and also to ensure that three organization maximizes its profit through oatronagr from the publics. To effectively achieve this aim, the FPR executive must as a matter of fact engage the services of the media for effective communication and wide range of coverage. It is the duty of the media men to communicate to the publics the activities of the organization which has been made known to them by the public relations(PR)executive of three organization. In view of the above explanations, we can see that the FPR executive cannot effectively represent any organization without the aid of the media. Therefore, for this representation to take place effectively, their must exist a certain level of cordial relationship between the media and the organization through the FPR executive. And there are specific skills/elements any FPR executive should consider keeping in mind when executing a successful media relations strategy.
    We shall discuss these skills and how they are relevant to the FPR manager of a fast growing commercial bank in Nigeria.

    THE SKILLS AND THEIR RELEVANCE TO AN FPR MANAGER.

    Story telling:Any FPR should know the anatomy and tenets of the brand he is representing. In view of a fast rising commercial bank in Nigeria, the FPR person of this bank should know why the bank was set up, its publics, why he should create awareness for the bank to people etc. He should be able to explain and answer the basic questions about the bank at any time.

    Being resourceful:By this, the FPR person of this bank should have an all round and indepth knowledge of the reporter he intends talking to about the bank. He should know the reporters special coverage area/beat so as to know the interest of the reporter on finance /business matters. His choice of reporter should be one that covers business/finance beat because this will erase unnecessary questions and confusion between them
    as the reporter is already into the finance and business field and won’t have any problem understanding business terms and languages. It is also important the FPR person knows the reactions of his clients’ customers on certain issues by studying social media comments and conversations. He should also know his competitors’ value and how to differentiate his brand from that of his comepetitor.

    Building relationships:It is the duty of the FPR person to build and maintain cordial relationship between his client and the media men. The activities of the bank should always be made known to the media men by the FPR person. He should be the middle man between the media and the bank, providing the media men positive and useful information about the bank. Nothing and nobody should beat him to this.

    Being proactive :One of the known characteristics of the PR person is being proactive and not re active. It is the duty of the FPR person to always represent his client in this light. He should always have firsthand information about the bank and relate such to the media men. He should always be abreast of every action/reaction going on in and around the bank and he should have the eye of a hawk. He should be able to know and communicate to the media men the interest rates, special and juicy packages of the bank, the CSR to their host community, the scholarship programmes of the bank. These are palatable informations about the bank that the FPR person should take by himself to the media. He should also be persistent with his push for attention and publicity of the bank.

    In summary, the FPR person of the commercial bank will be headed for the moon if he follows the above steps judiciously to the later.

  2. Ezennamuzie Juliet Chidiogo

    As already known and understood, the major role of the financial public relation(FPR)person in any organization is to positively represent the said organization before its publics and also to ensure that three organization maximizes its profit through patronage from the publics. To effectively achieve this aim, the FPR executive must as a matter of fact engage the services of the media for effective communication and wide range of coverage. It is the duty of the media men to communicate to the publics the activities of the organization which has been made known to them by the public relations(PR)executive of the organization. In view of the above explanations, we can see that the FPR executive cannot effectively represent any organization without the aid of the media. Therefore, for this representation to take place effectively, their must exist a certain level of cordial relationship between the media and the organization through the FPR executive. And there are specific skills/elements any FPR executive should consider keeping in mind when executing a successful media relations strategy.
    We shall discuss these skills and how they are relevant to the FPR manager of a fast growing commercial bank in Nigeria.

    THE SKILLS AND THEIR RELEVANCE TO AN FPR MANAGER.

    Story telling:Any FPR should know the anatomy and tenets of the brand he is representing. In view of a fast rising commercial bank in Nigeria, the FPR person of this bank should know why the bank was set up, its publics, why he should create awareness for the bank to people etc. He should be able to explain and answer the basic questions about the bank at any time.

    Being resourceful:By this, the FPR person of this bank should have an all round and indepth knowledge of the reporter he intends talking to about the bank. He should know the reporters special coverage area/beat so as to know the interest of the reporter on finance /business matters. His choice of reporter should be one that covers business/finance beat because this will erase unnecessary questions and confusion between them
    as the reporter is already into the finance and business field and won’t have any problem understanding business terms and languages. It is also important the FPR person knows the reactions of his clients’ customers on certain issues by studying social media comments and conversations. He should also know his competitors’ value and how to differentiate his brand from that of his comepetitor.

    Building relationships:It is the duty of the FPR person to build and maintain cordial relationship between his client and the media men. The activities of the bank should always be made known to the media men by the FPR person. He should be the middle man between the media and the bank, providing the media men positive and useful information about the bank. Nothing and nobody should beat him to this.

    Being proactive :One of the known characteristics of the PR person is being proactive and not re active. It is the duty of the FPR person to always represent his client in this light. He should always have firsthand information about the bank and relate such to the media men. He should always be abreast of every action/reaction going on in and around the bank and he should have the eye of a hawk. He should be able to know and communicate to the media men the interest rates, special and juicy packages of the bank, the CSR to their host community, the scholarship programmes of the bank. These are palatable informations about the bank that the FPR person should take by himself to the media. He should also be persistent with his push for attention and publicity of the bank.

    In summary, the FPR person of the commercial bank will be headed for the moon if he follows the above steps judiciously to the later.

  3. OCHONMA UCHENNA JOHN
    2018052002
    QUIZ NO: 9
    WHY THE FPR PERSON NEEDS THE MEDIA RELATIONS SKILLS TO ACHIEVE PROFITABILITY AND POSITIVE REPUTATION MANAGEMENT
    The FPR person needs the media relations skills because it will give him a good foundation while trying to handle the relationship with the media which is the means through which he will sell and maintain the image of the organization and also achieve more profit which can come in form of more customers. The importance of having these skills was also captured in the age long definition of media relations by Offonri (1985) by saying that “media relations is the deliberate policy actions and communication activities taken by an organization with a view of wining and sustaining the confidence and goodwill of the various sections of the mass media, thus removing or at least minimizing the chances of misrepresentation, misquotation, distortion of facts and unfounded criticisms by such organs.
    Since the FPR person aims at achieving effective media relations, having the skills,which can also be translated to knowing how to do it will help him achieve success.
    THE FPR SKILLS POINTED OUT IN THE ARTICLE:
     Storytelling
     Being Resourceful
     Building Relationship
     Being Proactive
    These skills are relevant to the FPR manager of a fast growing commercial bank because:.
    the FPR manager of the bank needs STORYTELLELLING so that the journalist will not reject airing the story of his growing bank, and as FPR person uses examples to support the claims of his story, it will whet the appetite of the journalist who is searching for stories/information for his media house.
    The FPR person of the commercial bank needs to be RESOURCEFUL because this skill will help him know the journalist that covers the beat concerning his organization who will likely be interested in his story unlike a reporter focused on another beat.
    BUILDING RELATIONSHIP also will enable the FPR person give reporters what they need. This skill will make you show the reporter that you are newsworthy and not just seeking media promotion for success. This skill will help the FPR person of the commercial bank give reporters reasons to cover activities of his bank and not presenting his bank as needy for media coverage.
    BEING PROACTIVE, on the other hand as an FPR skill will help the FPR manager of the bank to go to the media even when they don’t come to him and yet not seem pushy. Having this skill helps you maneuver your way to be at the top of news at all times.

  4. THE FPR person needs these media relations skills to ensure profitability and positive reputation management because they need to project the Organization in good light to its potential and actual audience, through the media and moreover, media relations like most elements of public relations is not a one-size -fits all strategy. Your targeted media outreach will need to be adapted specifically to your goals and objectives.
    4 ELEMENTS/SKILLS RELEVANT TO THE FPR MANAGER OF A FAST GROWING COMMERCIAL BANK IN NIGERIA:
    1. Story telling 2. Being resourceful 3.Building relationships
    4. Being proactive.
    1. Story Telling: An FPR manager of a fast growing commercial bank in Nigeria must figure out story lines that have IMPACT,or EFFECT on the news outlets and also ensure that the client’s key messages are being shared and publicized properly in order to gain the attention of the journalist & the audience.
    Example: Fidelity bank, we keep our word. This will make the customer to have positive thought about the organization.
    2. Being Resourceful: After developing, promoting, advertising or selling the perfect story an FPR manager ought to know the right “channel” or “journalist” to send its message across e.g Considering reporters in a finance press/Newspaper eg. Business day etc. since you are dealing with a bank. Moreover in preparing for the media outreach, an FPR manager how to research, gather notes, scan social networks and understand the value of its competitors that is other bank so as to know how to differentiate its brand.
    3. Building Relationship: An FPR manager ought to be selfless. This entails that you have to give journalists what they need because this develops trust and a better relationship. This also means helping a journalist with a story even when it doesn’t involve one of your clients, and also applying the first two elements.
    4. Being Proactive: An FPR manager must stay up – to- date on all relevant issues going on; and must remember to follow up and be persistent until he/she gets a feedback.

  5. Bartholomew Chinenye E.

    WHY THE FPR PERSON NEEDS THE MEDIA RELATIONS SKILLS TO ENSURE PROFITABILITY AND POSITIVE REPUTATION MANAGEMENT

    Media and Public Relations Practitioners are very similar in many ways. Both parties aim to share information with the public. This information is intended to benefit the public by educating them on news and other events. Financial Public Relations Practitioners attempt to expand their client’s media coverage by staying up to date on news and current events that are relevant to their client. Because FPR practitioners are usually focused on a client. The media is constantly looking for a new story. PR practitioners are a good, reliable place for the media to go to for newsworthy events.
    ‘Never do anything you wouldn’t want to be caught dead doing.’ – Actor John
    Carradine advising his actor son, David.
    Reputation was, is, and always will be of immense importance to organizations,
    whether commercial, governmental or not-for-profit. To reach their goals, stay
    competitive and prosper, profitability and good reputation paves the organizational path to acceptance and approval by stakeholders. Even organizations operating in difficult ethical environments – perhaps self-created – need to sustain a positive reputation where possible.
    In the corporate world, reputation is seen as a major element of an organisation’s provenance alongside and included in financial performance and innovation.
    The elements to note are that the reputation is a ‘collective representation’ of images and perceptions, not a self-promoted message’. It involves relationships with all stakeholders (‘constituencies’) and it is gained, maintained and enhanced or detracted from over time.
    Murray and White’s research amongst UK CEOs has found similar characteristics:
    It’s the role of a financial public relations to make sure that the organization is getting credit for the good it does. Great reputations are built on doing this
    consistently over a period of time in which a track record of delivering on
    promises and engendering trust is evident to everyone. All members of an
    organization have a contribution to make to building and sustaining
    reputation. to relationship management as being ‘at the heart of creating, enhancing and retaining a good reputation.

    A financial public relations officer in order to ensure profitability and save the reputation of his company he needs to be proactive, in other word You must stay up-to-date on all relevant conversations already ongoing. When you do proactive outreach, remember to follow up and be persistent. Its your duty as an FPR of an organization to follow up on your media or any journalist you have booked an appointment with, for an interview or press conference.

    A FPR persons knows that, the most important part of his job is figuring out storylines that echoes strongly with the news ’ as an FPR person you will need to gather the materials a reporter will need. This entails work such as competitor and industry research, preparing to offer other examples to support your trend and providing stats and other metrics to back your position. It is your duty as a FPR person to be able to convince your media.

    A Financial public relations person needs to be resourceful that is having the ability to find quick and clever ways to overcome difficulties. An FPR media outreach should be prepared in such a way that the contact information, titles, beats and previous stories of reporters at each outlet and also gather notes on attitudes and perspectives already voiced about the organization.

    These elements of media skills can help a FPR person to ensure profitability and reputation management. These principles can be executed on a daily basis in order to get the clients messages properly publicized, all while remaning a resource for the media on which they can rely.

    Specific Skills in Media and how each one is relevant to the FPR manager of a fast growing commercial bank in Nigeria

    When promoting a fast growing commercial bank in Nigeria it’s important to know about the bank or what journalist you are trying to reach, there are four element elements any financial public relations professional should consider keeping in mind when executing a successful media relations strategy they are:
    Storytelling
    The ability of a FPR professional to tell their client stories through the fast – paced and ever-evolving media demands accuracy and attention to detail. When constantly reviewing and editing written content for clients, it is crucial to deliver a flawless edit, as even the smallest of mistakes could be the difference between a campaign’s success and failure.
    Being Resourceful
    The ability OF an FPR Person to undertake research and build your knowledge of a client’s product or service is key. Keeping up to date on the latest market trends, competition, technology, and customer desires will assist you in having a successful career in FPR. Further, conducting background research on the bank ensures your ability to meet the needs of your clients without a sweat, and speak with journalists and analysts about your subject matter with confidence and ease. For example, some PR firms specialize in niche tech areas, so promoting yourself as an individual who has grasped the workings of technology and the fast-paced nature of the tech industry will make you a preferred contact over those who rely solely on other skills.
    Building Relationships
    More than a soft skill, the ability to build your professional network is a crucial skill for success in PR. Your ability to build relationships in expressing your confidence and charisma will complement oral and written communication skills, making you a great PR representative.
    Often, this also means helping a journalist with a story even when it doesn’t involve one of your clients. You want to be a credible resource for the reporters and bloggers with whom you are connecting. Take the time to build this relationship and it will pay off in the long run
    Being Proactive
    FPR managers must have the ability to think on their feet. It’s now very rare to meet journalists and media buyers face-to-face, so quick strategic thinking will help you get across a client’s brand, make a pitch, run events and successfully execute campaigns. Excellent strategic thinking comes from a place of passion, vision, and knowing your subject matter like the back of your hand.

    These four elements will help a FRP manager to secure several media relations home runs. Having the opportunity to work with a variety he execute these principles on a daily basis in order to get his clients message properly publicized, all while remaining a resource for the media on which they can rely.
    BARTHOLOMEW CHINENYE EVELYN

  6. Nzegbunam Uchenna Euphemia.2017052007.Number 7.
    Why Financial Public Relations person needs the media relations skills contained in the article to ensure profitability and positive reputation management is because as PR before you do any business communication,you need to understand how it effect the firm,how they establish it and everything about the business by latent,aware and active,these are the publics key thing.
    1:LATENT-The group that has the same value and goals as your company but they don’t even know ie they are not aware but they do it.It may be positive or negative latent.
    2:AWARE-They know that they will make it or succeed with you but have not established a link,they have not initiated the move.
    3:ACTIVE-They know and want to benefit from you.They must “react”to it because of the effect.It may be positive or negative.
    Again you need to supply the proactive two ways communication-with who?.You respond to the social media by engaging in PR activities like social media relation eg press and audio relations.
    Monitoring the financial and non financial environment scanning by understanding the atmosphere of the business environment,that is the activities of regulators and prosperous investors relation.As a PR you need to know those people whose activities influence the organisation’s goals(taking business decision.Eg host communities,the neighbours,consumers and media).By all this,they convert the latent public to aware public.Eg doing sponsorship to maintain theory.
    We have four elements any PR professional should consider keeping in mind when executing a successful media relations strategy.
    1:STORYTELLING-Like networking Eg”GLO” as a PR you create an advertisement and acted it with some people.
    Eg of acting advert.
    Two friends will come out with their phone,one person have Glo network while the other one have another network.The person that had Glo line will have signal on his phone while the other one don’t have and he will be looking and searching for signal by going around but finally climb on the tree for him to get signal but after all this,there is no signal in his phone,so his friend will tell him to buy Glo line network and live that one he is using.After that he bought the Glo line and start enjoying is phone by calling people on phone within and outside the country.
    The target of the company will be for everybody.
    Where your story taking place will be nationwide.
    What happened will be about good network (signal)and finally why is this valuable for people is to know that Glo network is better than other networks in terms of signal.
    2:BEING RESOURCEFUL-By using media stations like TV,radio,sending advertising messages to people in their phone or even through newspaper or magazine advertising,with different style that will attract people to read the advertisement on it like by using the cover page of the newspaper or magazine which is normally noticeable by people and you place it in such away that it will attract them to read the advert.
    3:BUILDING RELATIONSHIPS-As a PR of any product,you will do all your best by projecting a positive image about the organisation and also maintain good relationship with the organisations public.This will be achieved through effective communication and engaging in public relations activities within the community such as organising of competitions and provision of social amenities etc.
    4:BEING PROACTIVE-As a good PR you should not be dull or lazy with your media journalist because in some cases journalist are always busy and also have many work at hand,they may not remember your own work,so you need to be calling them and reminding them of your work or using of Email and so on.
    CONCLUSION
    The company is expected to make more profit by creating good relationship with its customers and other organisation’s public.This is because they will gain more customers which will lead to increase in market shares and profits.

  7. IWUAFOR CHINECHEREM NKIRUKA

    Question one

    A brief explanation of why an FPR person needs the media relations skills contained in the article to ensure profitability and positive reputation management.
    The job of the FPR person in any organisation is basically all about projecting the organization in good light to its potential and actual audience through an effective media relations strategies. These media relations strategies include:
    1 Storytelling- This entails figuring out storylines that resonate strongly with the news outlets and blogs’ audiences. This makes it hard for the journalist to say no. In doing this, the FPR person puts into consideration, who the story is about, who/the audience the story is relevant to, when and where your story is taking place, what is happening and why the story is valuable for people to know about.
    2 Being Resourceful- This is all about ensuring that the reporter you’ve found will be interested in your topic. In other words, the FPR person needs to know exactly what the journalist he/she is speaking to covers so as to avoid sending a good storyline to the wrong journalist. At this point, it is advisable for the FPR person to embark on media scanning to ascertain the actual beats, titles and preferences of reporters at each outlet.
    3 Building Relationships- Building a cordial and decent relationship with the journalists is what the FPR person seeks to achieve at this point. Giving Journalists what they want. Often, this also means helping a Journalist with a story even when it doesn’t involve one of your clients.
    4 Being Proactive- This is about staying up to date on all relevant conversations already on going. The FPR person should be an avid consumer of all news articles from relevant sources. This is because the media may not always come to your organisation every day to cover your client so, once you find a relevant story, you should be proactive by considering how you can be a part of it without being pushy.

    Question two.

    Mention specific skills in the article and explain how each one is relevant to the FPR manager of a fast growing commercial bank in Nigeria.
    Specific media relations skills in the article are:

    1 Storytelling
    2 Being Resourceful
    3 Building Relations
    4 Being Proactive

    1. Storytelling- This skills enables the FPR manager to carry out research on the banking industry and Nigerian banks as a whole. In doing this, he must see his commercial bank first as a business oriented company whose target is to get and retain the accounts of individuals and companies within and around the bank’s location. The FPR manager employs this skill to develop a good strong line that show case the value his bank can add to the community and their environs (latent & aware publics) in terms of different savings and investment packages for small and medium enterprises.
    2. Being Resourceful- This skill enables the FPR manager to research the media landscape with a view to finding the right journalist to engage for his client’s story. Journalist whose beats is the banking industry are the ideal ones to make the story fly. The FPR manager goes ahead to scan the social media networks for previous and ongoing conversations about the banking industry so as to better equip himself for any future challenges. This skill also enables the FPR manager understand better what type of loan, investment and saving schemes other commercial banks engage in, their marketing strategies what reporters think about their mode of operations and then come up with better strategies that will give his bank an edge over the rest.
    3. Building Relationships- The FPR manager engages this skill just to make his bank remain useful and helpful to the journalist. For a cordial relationship to exist between the bank and the journalist, the FPR manager and his employer (The bank) can decide to go out of their ways to supply the journalist covering their bank’s beat with stories that don’t even involve the bank, they can sponsor some media events for the media house with the aim of sustaining a cordial relationship with the journalist.
    4. Being Proactive- The FPR manager can employ this skill by always trying to reach out to the media/journalist and be the one to start the conversation. This means that you he must be an avid consumer of all news articles from relevant sources related to banking activities and banking needs of the people, their preferences expectations. He must always scan the environment (financial and non-financial) in search of any news or development that may be beneficial to his bank in terms of profitability and good corporate image. By so doing, the FPR manager is able to keep close tabs on trending issues in the banking sector, services, competitors, new marketing strategies and the likes. He can easily take advantage of any of this and increase his bank’s customer base, patronage and corporate image.

    IWUAFOR CHINECHEREM NKIRUKA

  8. Financial public relation personal needs midia relation skills in order to wine more patronage and seek the understanding and cooperation of the public. In order to achieve this, the media relation personal needs good researchable skills for proper identification of areas or events that need publicity and then notify the organization. He strategies ways to bring the happening and activities of the organization to the public. By knowing the right media outlets to used for the campaign, choosing the right journalist to cover the event and also building good relationship with them.by knowing the public’s attitude either positive or negative, also the feedback the campaign may attract, your competitors and how to differentiate you brand. All these are achieved through proper research. Also the financial public relation manager of a commercial bank is required to project the image of the bank by placing it in a better position to attract investors etc. He needs to research on the strategies to use e.g devoting special pages, columns or introducing publications to show case the bank.knowing the right public’s and media outlets to publicize the activities will also lead to the growth of the bank. Pius lovelyn c.number 8

  9. Obed-ibe chukwunanu

    BRIEFLY EXPLAIN WHY THE FPR PERSONS NEEDS THE MEDIA RELATIONS SKILLS CONTAINED IN THE ARTICLE TO ENSURE PROFITABILITY AND REPUTATION MANAGEMENT
    Media relations involves working with the media for purpose of informing the public of an organizations, mission policies and practices in a positive, consistent and credible manner.
    STORETELLING
    This is a very important part. If you miss the story you have spoilt the image of the organization. The story that you feed out must be want the organization want you to send out that will be favourable to their customers. How good you tell your story or sell your story determines how wonderful your profit will be. It’s a very strong tool in the media, people believe want they hear first more and not the remedy.
    BEING RESOURCEFUL
    Who you give your story to matters a lot. When you have a wonderful story and you don’t get it to the right audience or target audience it’s of no use to you and the organization. For example you work in the banking sector and you end up giving your story to a Journalist in Sports bit that story is as good as dead.
    BUILDING RELATIONSHIP
    When you are in a good relationship with Journalist, you discover when the find or get a story that will harm your organization, you will be contacted before it get on air. Only good relationship gives you that type of privilege.
    BEING PROACTIVE
    As a good FPR person you must be able to know how to fellow journalist without stalking them with this you need to think outside the box at all time. You need them to make your organization or client look good which means you should be able to give them a good pitch that will get there interest.

    RELEVANCE Of FPR MANAGER TO A Fast GROWING COMMERCIAL BANK IN NIGERIA
    STORY TELLING
    This part is key in the job. How you tell your story determines how you sell your commodity in a commercial bank if you don’t sell or tell the story well to the target audiences or right audiences you won’t be able to get client. In this sector your client is king.
    BEING RESOURCEFUL
    In this point the person or journalist you give or tell your story to matters a lot. If you give your story to a journalist that has nothing to do with the banking sector your will end up achieving nothing because you won’t get the target audiences you want.
    BUILDING RELATIONSHIP
    The ability to build your professional network is a crucial skill for success. Your ability to build relationship in expressing your confidence and charisma will complement oral and written communication. This is a very important aspect in commercial banks without this you won’t be able to get and retain customers. This keeps your customers.
    BEING PROACTIVE
    As a FPR person you need to know how to think outside the normal thing everyone knows. Find a way to make your client look good, with the Journalist. The bank is your primary function so you must do everything possible to give those Journalist a good pitch of your organization without stalking them. From obed-ibe chukwunanu.

  10. OCHUBA NKIRU MIRIAM

    QUIZ NO 2
    Why the FPR needs the media skills
    The Financial Public Relations person needs the media relations skills to create and maintain a favorable public image for their employer or client by communicating programs, accomplishments and /or points of view. The skills will help an FPR person with fielding media questions and pitching stories to the media, preparing media kits and organizing Press Conferences that projects the image and reputation of the organization in a good light. The skills avails him/her the opportunity to be abreast of the emerging trends, potentials and threats in the industry. The skills helps him/her to keep abreast of his competitors and what they have to offer to the public hence ,the need for effective advertising.
    Mentioning specific skills in the article
    Storytelling: As an FPR person, compelling and convincing messages to the targeted audience on the Bank’s products and services are very vital. The need for communication skills, inter-personal skills comes to play, being IT savvy also is important to enable the FPR person exploit the platform for growth of the Bank by focusing on leading organization changes that drive value from the platform.
    Being Proactive: Being proactive as an FPR to a fast growing commercial bank means anticipating what might happen in future in the industry and putting strategies in place to tackle unforeseen situations emerging from the industry rather than waiting to react during the crisis. Being proactive helps the FPR person to plan, prepare in advance and act ahead. Proactivity builds organization’s brand and reputation in the ever-changing industry.

    Relationships Building: As an FPR person, building relationships within is key because happy productive workers boost customer satisfaction and sales revenues. The better the workers’ organizational relationships, the higher their engagement, and the more productive they are. Increased productivity translates into higher revenues and profits. Establishing good relationships with the media world through events sponsorship as well as Corporate Social Responsibility with the host community can bring about increased good image projection for the bank and increase patronage from the host community on their products and services.

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