Evaluating Websites as Instruments for Effective Public Relations Practice: A Comparative Analysis of Four Mainstream Banks in Nigeria

The study evaluated websites as instruments of effective public relations practice through a comparative analysis of the websites of four key Nigerian banks: First Bank of Nigeria Plc (FBN), United Bank of Africa Plc (UBA), Guaranty Trust Holding Company Plc (GTCO) and Access Bank Plc (ACCESS). The objectives of the study were to examine the nature and scope of public relations content, assess stakeholder engagement and interactivity features, and compare the effectiveness of the banks’ websites as strategic mechanisms for organisational public relations. The study was anchored on Kent and Taylor’s Dialogic Communication Theory. It adopted a quantitative research method, employing cross-sectional content analysis of the Banks’ websites. The study population comprised the official websites of the four selected banks. Data were collected through direct observation using a content analysis checklist. The data collected were analysed using content analysis and presented in frequency tables. Findings revealed that all four banks provided extensive public relations content and maintained highly effective websites. ACCESS recorded the highest interactivity score. The study recommends increasing and strengthening interactive features and sustaining updated public relations content to enhance stakeholder engagement and relationship building.