ROLE OF PUBLIC RELATIONS IN GENDER CONFLICT RESOLUTION A STUDY OF FIRST BANK OF NIGERIA PLC

Abstract

This study Role of Public Relations on Gender Conflict Resolution. A Study of First Bank Nigeria Plc, Emene, Branch, seeks to study the term gender conflict, in addition to the importance and effective practice of Public Relations. It covers the important roles which a Public Relations practitioner performs on the Bank and also the Qualities of Public Relations practitioner. A critical review to related literature were made. Relevant theories were used to gratify the study, that the social responsibility theory, which was used to describe Public Relations as social responsibilities of maintaining a good and mutual relationship between the banker and customers and environment in which it operates. The sample size of 171 were used using Taro Yamane formular. The researcher made use of survey research method. The questionnaire and oral interview was used for data collection. Data was presented in tables and a descriptive approach is adopted in analysis using chi square. Finally, the researcher made some recommendation including, Public Relations practitioners complained that management does not consult them on policy making plan or even inform important matters. This can be resolve if only the management realize the important roles of the Public Relations. The management should likewise show concern toward the effective practices of Public Relations practitioners. When this is done we can be sine of a conducive working environment.

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Gender is a general term that refers to girls, boys, women and men. Gender can also be defined to include the roles of makes and females in the society. A gender perspective in conflict would look at the way in which the considerations of these different groups of people will be dealt with during the transitional justices process. Females experience of conflict and transitions however differ from the of males due to gendered patterns that define different roles and experiences during both conflict and post conflict. Whenever there is interaction between two individuals, there are chances of difference of opinion. Gender and conflict then, refers to the ways women and men are affected in times of conflict.

Conflicting situation is a situation in which two or more values, perspectives and opinions are contradictory in nature, have not yet aligned or agreed upon yet. Conflict may be defined in many ways and can be considered as an expression hostility, negative attitudes, antagonism, aggression, rivalry, and misunderstanding. It is also associated with situation that involves contradictory or irreconcilable interests between two opposing groups. A simple definition of conflict is that it is any tension which is experienced when one person perceived that ones needs or desires are or are likely to be thwarted or frustrated Gupta and Joshi, 2008. A conflict is more than just a disagreement. It is a situation in which people perceive a threat Physical, emotional, power, status etc to their well being and is caused by t he differences and clash of personalities attitudes, beliefs and values and needs, Conflicts are inherent in any interpersonal relationship, its management is integral to the performance of any organization. Conflict management involves acquisition of skills relating to conflict resolution, self awareness about conflict modes, conflict communication skills, and establishing a structure for management of conflict in your environment. Banking industry is the backbone of any economy. Progress of any country is directly or indirectly influenced by soundness of banking system of the country. In globalized world, trade and commerce would almost be impossible with the availability of suitable banking services.

The handling of conflict resolution in an organization or in the political realm of a state is major function of Public Relations. It is an essential skill of Public Relations manager to prevent gender conflict resolution rather than finding solutions when crisis erupt. The use of fire brigade approach in finding solution to problems that arises in banking sectors is described as Remedial Public Relations by Haywood 1984 where as preventive Publics Relations is what many scholars advocate in public relations practice. This is the prevention of crisis in an organization through effective communication network between the organization and its publics in order to engender understanding, acceptance, goodwill, respect, efficiency, good welfare and mutual support ad cooperation. In order to handle conflict resolution in our organizations, and be in a position to apply Public Relations as a strategic management option for survival and growth, Nwosu 2004 says that Public Relations practitioners should see themselves as managers as well as carryout their functions as skilled and knowledgeable managers in a manner similar to what exit or is the dominant paradigm commercial organizations. This is therefore, the key to the reduction eradication of the unceasing crises in organizations arising from areas management employee relations management trade union relations, cultism organizational politics,, ethnic and sectional chauvinism and personality clashes. In the same vein, researcher reported that male managers preferred power and authority while female managers used communication before resorting to using power coercion. Also, female supervisors were found to use coercion less than male than male supervisor and often after other resolution styles do not yield desired results Mulac, Siebold, amp; Farris, 2000; Lamude amp; Torres, 2000.

1.2 Statement of Problem

From the above background, its obvious that gender conflict is a negative element that is highly unwelcomed in the banking sector. Conflict decreases growth and brings about instability in the banking industries. It brings about unhealthy competition among other Mega Banking Sectors. This development is critical as foreign and domestic investors will be sceptical that their huge investment would be safe, fear and insecure as well as lack of trust and confidence will prevail. Thus, for the continuity of development for First Bank to be guaranteed, the need for Public Relations roles in managing conflict in the First Bank can not be over emphasized.

1.3 Objectives of the Study

i. To find out whether Public Relations play a vital role in conflict resolution between First Bank and other mega banks.

ii. To find out whether racism of gender inequality of income or sex and lack of labour affect the working force of First Bank Plc.

iii. To find out whether unhealthy competition affect the global market of banking industries in First Banks Plc. Emene branch.

iv. To find out whether gender conflict decrease the growth and brings about instability in the banking industries.