APPLICATION OF PUBLIC RELATIONS IN PROMOTING GENDER EQUALITY IN NIGERIA BANKING SYSTEM: A STUDY OF GUARANTY TRUST BANK, PORT HARCOURT, NIGERIA

Abstract

This paper evaluated the effectiveness of Public Relations efforts in ensuring gender equality in Guaranty Trust Bank Plc., Nigeria. Stakeholder theory underpinned the study. It was guided by three research objectives. It adopted the descriptive research survey design to carry out the investigation. Taro Yamane sample size determination was used to formulate the sample size with an error margin of 0.5. Subsequently, a self-designed questionnaire which was the primary instrument of data collection was administered to 212 respondents. The study established, among others, that there were significant areas of improvement in terms of effectively promoting gender balance in leadership and workforce in an organisation, as female representation in leadership positions in Guaranty Trust Bank Plc. was minimal, compared to their male colleagues. However, it ascertained that Public Relations has played a key role in ensuring gender equality in terms of payment received via wages, salary and compensation in the organisation. Based on the findings, it was recommended that Guaranty Trust Bank Plc.'s Public Relations should promote gender equality by ensuring that female employees are given equal opportunities for top leadership positions as their male counterparts, and that Public Relations should encourage upper management and ownership to incorporate flexible working hours to improve employee performance and reduce burnout