Study On Public Relation In Banking

Why did the dinosaur disappear from the earth? Does the prophecy of Bill Gates that " Bank is thedinosaur to be extinct in the modern world" will come true? Theoretical studies and practices indicate thatthe efficiency of enterprises' public activities is directly related to the survival and development ofenterprises; likewise, the effectiveness of banks' public activities would be decisive to bank's image,competition power, even to the survival and development. However, theoretical study and practices ofbank's public relation in our country is almost non-existing. Focusing on the public relation of banks andusing foreign and domestic literatures for reference, taking the actual performances of Chinese Commercialbanks into consideration, making use of the concerned theories of bank management, public relations,institutional economics, this study makes a thorough and systematic analysis of the internal and externalpublic relations of banks (including the relation between banks and their clients, between banks and thesimilar trades, between banks and government), and puts forward countermeasures for banks to deal withdifferent relationships. The effectiveness of public activities of banks is explored, and the influence ofinvestigation, planning and access of public relations on the effectiveness of bank public relation ishighlighted. A tentative approach of using " media content analysis" to evaluate the effectiveness of bankpublic activities is suggested. This study consists of seven chapters Chapter â…  Introduction Elaborates the background, objective and significance of choosingpublic relation in banking as the study subject; Thoroughly analyzes the concerned studies at home andabroad, defines the focus and direction of this study; in addition, introduces the way of thinking,approaches and innovation of this study. Chapter â…¡ Basics for the study on public relations in banking Public relation in banking is anew study field, and the established theories are quite few, so this study introduces the distinctions andcorrelations between social relations and public relation at first. Based on this, the connotation, objective,nature and subjects of bank public relation are put forward. It indicates that public relation in banking theenvironment in which commercial banks could survive and develop. If there is a better environment and thenecessary factors are in perfect condition to exert their function effectively, then the management andperformance of banks and economic benefits would be favorable, and vice versa. The objective publicrelation in banking is to create a better environment and credible image. The nature of bank industrydefines the subjects of public relation, including relation with its staff, clients, businesses of the same trade, Iand relation with the government. In the last, the function of bank public relation is explored, and to someextent, its importance in the management of banks is suggested as well. Chapter â…¢ The built-in public relations in banking The conception and tasks of the built-inpublic relation in banking are introduced firstly. The built-in public relation in banking is the general publicrelation within a bank vertically and transversely. The focal task for the public relation within a bank is torally the forces of all levels to make effort for the target of the bank. Then the study points out that theworkings of bank public relation is to take certain measures to regulate and guide the public within thebank systematically and purposefully. Thirdly, the essence of bank public relation is discussed. It is thebridge for internal communication and the bearer for bank culture. In addition, this study also discusses thecoordination of the public relations within state-owned commercial banks, and indicates that to introduceeffective incentive mechanism and foster modern bankers are the...