Exploration of Perceptions and Experiences Related to the Roles of Public Relations and Marketing Communications in the Selected Ethiopian Banks
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Date
2025-06-09
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Addis Ababa University
Abstract
Public Relations (PRs) and Marketing Communication is essential professions to the success of organizations, particularly in the banking sector. These two professions play a critical role in managing an institution's reputation. However, the different challenges that faced the professionals in the banking sector not grow as the expected. The lack of clarity regarding the distinct functions of PR and marketing communication also create another challenges. The study explore the perceptions and experiences related to the roles of public relations and marketing communications in the selective Ethiopian banks. The study used a qualitative research approaches. To collect data among participants, using purposive sampling technique, the study conducted in-depth interviews and focus group discussions. The study analyzed the qualitative data using thematic analysis. The result showed that the relationship between public relations (PR) and marketing communication in the Ethiopia banking sector, it is distinct yet complementary roles. PR focuses on managing the bank's reputation, fostering trust, and building relationships with stakeholders, while marketing communication promotes the bank's products and services to target audiences. When these functions align, they can create a powerful brand image and engages customers effectively. The importance of collaboration between PR and marketing teams, especially in scenarios where tasks overlap, such as events or product launches. Key challenges include limited understanding of public relations as a strategic tool, misinformation in media and social platforms, internal inefficiencies in communication processes, and a lack of skilled professionals. Inter-departmental collaboration is weak, further hindering communication efforts. This research also gives some recommendations also.