Foreward by Prof. Jerry Gana
Preface by Senator J. M. Kuye
Financial Environment
Public Finance
Financial Institutions
Public Relations Concepts
Financial Public Relations
Marketing Concepts
Advertising and Integrated Communication
In-House and Consultancy
Target Publics
Research in PR
Budgeting in PR
Planning in PR
Regulating Financial Information
Getting Started and PR Unit
Basic Functions
Requirement for Media Event
Annual Events
Social Responsibility
Information Technology
Reputation Management
Crises Management
Media of FPR
Corporate Identification
Building Brand
Membership of Professional Bodies
Conduct and Ethical Standards
Appendix NIPR Code
Appendix II: IPR Code
Appendix III: PRSA Code
Appendix IV: IPRA Code
Contributions and Reviews



This book, Financial Public Relations, attempts to address the notable existing interrelationship between two global issues of importance to mankind - economic activities and communication. It is a known fact that human beings struggle for survival by exploring available information, through communication, for the purpose of acquiring wealth to cater for their needs and wants.  Therefore,  refined information or communication processes which public relations stand for, are sources of encouragement on how best to achieve our needs and wants which largely depend on our financial capabilities.

            Financial public relations is therefore the application of public relations by financial organisations in reaching out to the public, finance-wise, in achieving financial goals. Financial institutions play greater roles in the economic activities of any nation, which must be correctly understood by the targeted public. With the world reaching the peak of the envisaged global village, where advancement in communication technology such as Internet, E-mail and satellite broadcasting make nonsense of interpersonal communication, mass communication and by institutions too, must be suited to respond to the dynamism of the society. Therefore, the emergence of financial public relations should be seen as good tiding to financial reports and communication.

            With the social and economic development in Nigeria, some business magnates, public figures and institutions, have carved out niches for themselves and have become household names that even the young ones are inspired to look up to, due to their effective communication skills.

            Names that ring bell in business circles are financial wizards like Hakeem Bello Osagie, Atedo Peterside and Mohammad Kari, among others. The millionaire club of reputable businessmen has the like of the Dangotes, Jobi-Feles, Abiolas and Iwuanyanwus who are in multi-million Naira businesses. Notable bankers cannot be listed without the mention of Pascal Dozie, Muhammed Hayatudeen, Segun Agbetuyi, and the Bulamas.  There are also female personalities, the like of Cecilia Ibru and Dr. Ndi Okereke-Onyiuke, the amazon of Nigeria’s Capital Market who transformed the relatively unknown Nigerian Stock Exchange to an enviable force with international standard.

            The business concerns that receive constant media attention include First Bank, NICON Insurance, Federal Discount House and even Lagos Business School, among others.

            These people and institutions have become popular because of their competence as well as quality products and services, which are similarly provided by others. The latter, however, may have directly or indirectly failed to utilise effective business communication to achieve public acceptance.

            Many organisations have come to grip with the stern modern reality that only through proper and articulate communication system, can  receive the support and patronage of their target audience. This does not only obtain in private businesses, but also in the public sector where top public functionaries have successfully built confidence into the spectrum of their organisations. Anthony Ani and Abu Gidado, former Ministers of Federal Ministry of Finance, for instance, during their tenure, showed how figures and data could be interpreted for better public understanding. Regular press conferences and media interviews were some of their innovations. These publicity strategies were emulated by their successors, Ismail Usman and Akpan Etukudo.

            Knowing the power of the media in a democratic dispensation, the Finance Minister under president Obasanjo, Alhaji Adamu Ciroma, uses media relations appropriately to build enough confidence in the Nigerian economy. Apart from establishing mutual relationship with the legislative arm through acceptable political lobbying, the Minister of State, Martins Kuye, makes a monthly ritual the issuance of press releases on allocations to all tiers of government from the Federation Account. Even at the state level, some commissioners of finance, especially David Edevbie, Aliyu Tukur, Wole Edu, Shuaib Ahmad, Dr. Hafiz Abubakar, Evangelist SO Durojaiye and Suleiman Hunkuyi, were described as Apostles of Revenue Formula for their persistent media activities through interviews, articles and publications to win public supports on the demand for favourable, equitable and just revenue formula.

            For a decade of its existence, the Revenue Mobilisation Allocation and Fiscal Commission was only known in few government circles. Until its inauguration in 1999, when its new chairman, Hamman Tukur  revitalised the body to conform to democratic norms by building mutually beneficial media relationships that have made it a pride of all tiers and arms of government which receives wider public recognition.

            Another public officer who used the media appropriately, is the acclaimed authority in Nigerian Tax System, the former Chairman of Federal Inland Revenue Service, FIRS, Kayode Naiyeju. He knew when to organise seminars, book launches, etc, to make some sterling points on development in the organisation and improvements on Value Added Tax (VAT) and its benefit to the populace. His efforts greatly influenced the desire of companies to comply with the law, and thus tremendously improved the yearly VAT allocation to the three tiers of government.

            Public Relations, involves continuous campaign and getting favourable mention in credible and responsible media for names and services to register in the minds of the public. With the new names after the changes and improvements in their operations, First City Monument Bank and Omega Bank featured regularly in the financial pages of newspapers in announcing their mission statements and new expectations. They do these by promoting new products, announcing fresh appointments and supporting public-spirited activities by instituting prizes for academic excellence, and rewards for individuals who exhibited high level of honesty and patriotism in the society.

            The operators of Global System for Mobile communication, GSM, particularly the MTN and Econet Wireless, are remarkable investors who know their targets and use all media techniques to get regular patronage of customers on their friendly services. Within a short period, mobile phones became very popular and pushed up their profits in the competitive environment.

            Standard Trust Bank and International Trust Bank have been performing creditably well in the financial market through extensive lobbying techniques, which they complemented with the recruitment of professional communicators to take charge of their publicity.

            Complimentary news items on Central Bank of Nigeria in the media, could be linked to its ebullient spokesman, Tony Ede. The regulatory bank, which some years ago found it difficult to make any public disclosure on its operations, has found it compelling to keep the public informed in its efforts to get the support of the stakeholders.

            The moment mention is made of financial public relations, the Association of Corporate Affairs Managers, which has Kabir Dangogo as its founding president, would definitely be mentioned. This is the umbrella body that regulates and assists members on better ways of dealing with the public through the media.

            Have you ever wondered the motive behind the new appointments and promotions published in the media? The story is not precisely on individuals but on their contributions to the business success of the organisation, and on the favourable expectation in the business climate in the years ahead. Whichever way it is examined, effective financial public relations boosts the image of an organisation as a reliable entity, and makes societal heroes and heroines of the personalities involved in shaping the image of such a financial institution.

It must be understood here that this book is neither exhaustive on the topic nor is it an end to the continued search for solutions to many problems of financial organisations.


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