Appraisal of the Use of Public Relations in Promoting Microfinance Banking Services in Enugu State

The study examined an appraisal of the use of public relations in promoting microfinance banking services in Enugu State. The specific objectives were to examine the influence of public relations strategies on customer awareness and assess the effect of media relations on customer perception of microfinance banks in Enugu State. The area of the study was Enugu State. The study adopted a descriptive survey design. The primary source of data was the administration of questionnaires. A total population of 4,386,937 was used. The Taro-Yamane statistical formula was applied to determine a sample size of 400. Out of these, 325 respondents returned properly completed questionnaires. Data were presented and analyzed, and the hypotheses were tested using the Z-test. The findings indicated that public relations strategies had a significant positive influence on customer awareness (Z = 11.926, p < .05), and media relations had a significant positive effect on customer perception of microfinance banks in Enugu State (Z = 12.079, p < .05). The study concluded that public relations strategies and media relations have significant positive influences on customer awareness and customer perception of microfinance banking services in Enugu State. The study recommended, among others, that microfinance banks should critically assess the content, channels, and delivery methods of their current public relations campaigns. They are also encouraged to leverage social media platforms such as Facebook, WhatsApp, and Instagram for targeted communication.