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The Role Of Public Relations In Corporate Gender Conflict Resolution (A Study of First Bank Plc)




This study “Role of Public Relations in Corporate Gender Conflict Resolution (a study of First Bank Nigeria Plc, Orji, 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 in corporate organizations such as the bank and also the need of a Public Relations practitioner in curbing conflict and conflict resolution in such organization.  Critical reviews of related literature were made. Relevant theories were used to gratify the study such as the social responsibility theory, which was used to describe public relations as a social responsibility of maintaining good and mutual relationship between bankers, customers and the environment in which it operates. The researcher made use of survey research method. The method of analysis is the stratified sampling method using frequency and percentage tables. Questionnaire was used in the course of retrieving vital information from respondents in which 50 copies were made but 40 copies were retrieved. Finally, the researcher made some recommendation such as consulting the Public Relations practitioners at all times in policy-making decision and important matters concerning the bank because the good image which the bank has is through the efforts of the Public Relations practitioners. This can be solved if only the management realizes the important roles of the public relations Practitioners in organizations. When this is done, we can be sure of a conducive working environment.



  • Background to 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 male and female in the society. A gender perspective in conflict would look at the way in the considerations of these different groups of people will be death with during the transitional justices process. Females experience of conflict and transitions however differ from that of the males due to gendered patterns that define different roles and experiences during both conflict and post-conflict. Whenever 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 of 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 perceives that one’s needs or desires are or are likely to be thwarted or frustrated (Gupta and Joshi, 2016)  A conflict is more than just a disagreement. It is a situation in which people perceive a threat (physical, emotional, power, status etc.) to the well-being and is caused by the differences and clash of personalities, attitudes, beliefs, 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 a major function of public relations. It is an essential skill of public relations manager to prevent gender conflict problems 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 Public 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 and its operation”. 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 (2014) 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 or exists or is the dominant paradigm commercial organizations. This is therefore, the key to the reduction and the eradication of the unceasing crises in organizations. This is therefore, the key to the reduction and the 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, researchers 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 supervisors and often after other resolution styles do not yield desired results (Mulac, Siebold and Farris, 2015, Lamude and Towes 2016). This implies that female supervisors in First Bank tend to ultimately use coercion if necessary. The research reported that subordinates see coercive- based technique as negative while the rewarding, referent and expert-based techniques were seen as positive by the subordinates.

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Reflecting on conflict management effectiveness Faniran (2013) and Adekunle (2016) reported that experienced managers were found to be more effective in management conflict situations than less experienced managers the authors further reported that working experience rather than gender of the manager has been found to have significantly influenced conflict management effectiveness. Also, the bankers argue that experienced male and female managers were found to be equally effective in managing conflict though their attitude may be quite different. First Bank solves gender issue by giving all their customers male and female change to exercise their fundamental human rights according to Bank ethics in the current dispensation of Nigeria political realm, gender is a big threat in the society, where the past and present first ladies of Nigeria has been fighting and is still fighting tooth and nail for the federal government to recognize females in the working sectors. Ladies should be given 50 chance of opportunity this chapter therefore focuses on the importance and the acquisition of necessary skills, and knowledge in conflict resolution management among organizational heads and other general crises management skills, including how to handle the media and bad press during crises in First Bank Plc, Orji, Owerri.

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  • Statement of the Problem

From the above background, it’s obvious that gender conflict is a negative element that is highly unwelcomed in the banking sectors. 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 skeptical that their huge investment would be safe, fear and insecurity 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 cannot be over emphasized.

  • Objectives of the Study

  1. To search whether Public Relations plays a vital role in conflict resolution between First Bank and other Mega Banks.
  2. To find out whether discrimination of sex affects the work force of First Bank plc.

III.     To investigate whether gender conflict decreases the growth and brings about instability in the Banking Industries.

  1. To find out whether unhealthy competition affects the global market of banking industries in First Bank plc.
  • Research Questions

  1. Do Public Relations play a vital role in conflict resolution between First Bank and other Mega Banks?
  2. To what extent does discrimination of sex affect the work force of First Bank plc?
  3. Does unhealthy competition affect the global market of banking industries in First Bank plc, Orji Branch?
  4. Does gender conflict affect the growth and brings about instability in the banking industries?
    • Hypothesis of the Study

The researcher made use of null and alternative hypothesis

  1. Public Relations do not play a vital role in conflict resolution between First Bank and other Mega Banks.
  2. Public Relations play a vital role in conflict resolution between First Bank and other Mega Banks
  3. Discrimination of sex does not affect the work force of First Bank Plc.
  4. Discrimination of sex affects the work force of First Bank Plc.
  • Scope of the Study

The researcher will expose the cases of gender inequality in the banking sector with a view of providing effective measures in which issues bothering on gender inequality will be curbed. However, the study is limited to secretly syndrome in private and Public Organizations

  • Limitations of the Study

It is obvious that in every research study problem has to be encountered in the course of collection of data. Therefore some of the problems encountered in the course of collection of data. Therefore some of the problems encountered in this project work include:

  1. Financial problem which hindered the extent of the study
  2. The time for research was limited coupled with the problem of academic work- load.
  3. The nature of the respondents job
    • Significance of the Study

This study will benefit many government officials and co-operate organizations in conflict resolution and management as few work has been done on the subject. Also it will serve as a starting point for other researchers who will be interested in the subject of this research. It will also be beneficial to Orji Communities and public relations experts as more knowledge has been gained from the research. The research of this kind becomes necessary as its finding provides the Public Relation practitioners with comprehensive and broad knowledge of what could be the effect of corporate social responsibility for enhancing community relations in essence the study will serve as a useful guide for future researcher to either validate or reject the findings of the study.

  • Operational Definition of Terms

The terms are operationally defined as follows: the meaning of key words that constitute the research problem and some key words that may be used frequently in the course of this research work will be defined as sub-heading to ensure proper and easy understanding of the study.

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The following salient concepts have been conceptually defined for the study.

  • Conflict: is an expressed struggle between at least two interdependent parties who perceive incompatible, scarce resources and interference from others in achieving their goal. (Hocker & Wilmot, 2013).
  • Management: Welhrich (1994) opted management as the process of designing and maintaining an environment in which individuals working together in groups efficiently accomplish selected aims through planning, organizing, staffing, leading and controlling.
  • Public Relations: according to the British institute of Public Relations (IPR) defines public relations as the deliberate, planned and sustained effect to establish and maintain mutual understanding between an organization and its various publics.
  • Resolution: a firm decision to do or not to do something, the quality of being determined.
  • Conflict Resolution: conflict resolution conceptualizes as the methods and processes involved in facilitating the peaceful ending of conflict.
  • Gender Conflict: Gender Conflict is based on the cultural beliefs various societies have established concerning the roles men and women play in those societies.

Pages:  67

Category: Project

Format:  Word & PDF

Chapters: 1-5

Material contains Table of Content, Abstract and References

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