The role of public relations in creating products and service awareness in the Kenyan Commercial Banks-a case study of Kenya Commercial Bank
The banking industry has recently changed from the original perspective that banks were for a few and the elite in the society. This Kind of change in trend calls for each and every banking institution to adopt better strategies to keep its customer base and maintain profitability. KCB has numerous products that the market is not' aware of. The company had a public relation office which was later merged into KCB foundation and marketing hence leaving a gap in this area. This study sought to establish the role of public relations in promoting the products and services of the bank to the public. This was achieved by examining the PR strategies, need for PR in creation of service product, awareness, role of PR in product and service awareness and the effects of effective PR in an organization. To achieve the set objectives, this study adopted a case study approach. The study collected data from staff and bank customers. The study used structured and unstructured questionnaires to collect data from the staff in KCB using drop and pick method. The data was then checked for completeness by ensuring that they were all well answered before being coded and entered into a computer for analysis. The analysis was done using descriptive statistics such as mean, standard deviation and percentages .The findings were presented using figures, tables and pie charts. Data from the customers was collected through interviews conducted at the KCB premises where the customers could easily be found. The findings were then arranged objectively in prose form. The study found that KCB used public relations strategies to promote her products and services such by using some strategies as persuasion, advocacy, cause-related strategies, relationship management and reputation management. The role of PR in promotion of products and services was found to be stimulating demand and creating interest of the services. The study concluded that PR was effective and vital in product and services awareness in Kenyan banks. The study recommended that banks invests heavily on public relations and use it to create awareness of their products and services. The study further recommended that Banks use PR to prompt demand from the public. The findings of this study will be of great assistance to the bank management as it is useful in enhancing their customer base and market share.