The Role of Public Relations Activities in Image Building of the Firm: a Case Study of Equity Bank

Abstract

In keeping with the trend modem organizational growth, most companies are urged to adopt or change their public relations practices. This study sought to establish the role public relation play in the growth of Equity Bank. It explored how Equity Bank employed public relations activities and whether it is public relations which had made the bank do so well. This study used the staff and also the clients of Equity Bank in establishing this.

This study combined responses from both the staff and clients in an attempt to move away from information which is biased when given by only the employees. Using both the clients and employees of Equity responses, enabled me to prove that the staff had not given subjective responses. Public relations usually shape the public image of most corporations and this study sought to establish to what extent it does. The findings of the study showed that public relations playa very major role in building the image of a firm if well employed.