Application of New Media Tools in Public Relations Practices of Selected Commercial Banks in Jalingo, Taraba State, Nigeria

Abstract

This study is titled “Application of New Media Tools in Public Relations Practices of Selected Commercial Banks in Jalingo, Taraba State, Nigeria.” The main objective of the study is to determine the application of new media tools in the public relations practices of selected
commercial banks in Jalingo, Taraba State. The study was anchored on technological determinism theory. The study employed a mixed method, combining both survey and qualitative research designs. The study’s population consists of staff and customers from the
four selected commercial banks in Jalingo. A sample size of 384 was determined using the Krejcie and Morgan (1970) Table for determining the sample size of a study. Convenient sampling was used in selecting respondents who are customers of the four selected commercial banks in Jalingo for quantitative data collection while purposive sampling was employed in selecting one (1) key staff member each from the four (4) selected commercial banks for the purpose of in-depth interview. Findings from the study revealed that commercial banks in Jalingo used different types of new media platforms, such as mobile apps, electronic mail
(email), banks websites, and social platforms (Twitter, Facebook, YouTube, Instagram, and LinkedIn), among others, in their public relations practices. Findings also showed that commercial banks in Jalingo utilized new media tools/platforms to a very high extent. The study concluded that new media offer commercial banks the potential to effectively communicate their messages, build stronger relationships with stakeholders, and achieve their public relations objectives. It is therefore recommended, among others, that commercial banks invest in training programs for their staff, which should cover not only the technical aspects of using new media platforms but also strategies for effective communication and reputation management online.