PUBLIC RELATIONS STRATEGIES FOR ENHANCING THE IMAGE OF INSURANCE COMPANIES A STUDY OF ENUGU URBAN

PUBLIC RELATIONS STRATEGIES FOR ENHANCING THE IMAGE OF INSURANCE COMPANIES A STUDY OF ENUGU URBAN

ABSTRACT

This research work is centered on exploring the Public Relations strategies for enhancing the Image of Insurance companies in Nigeria with Enugu Urban as a case study. The Public attitude to insurance and its practitioners are very often manifested in outright distrust of what insurers do. There is then the urgent need to promote insurance awareness through Public Relations strategies and to checkmate some of the common mis- understand and conceptions about Insurance companies that the public has. The research work is highly descriptive and inferential in nature. This involved the use of tables and percentages as basic statistical technique employed to analyze the raw data. The data was subsequently subjected to both chi-square and T test statistical tests using SPSS package 15.0. All the alternative hypothesis of the three hypothesis postulated were all accepted. Findings revealed that the level of insurance awareness and knowledge in Enugu Urban is very low due to the distrust arising from poor reputation of insurance companies and their agents which has lead to the tarnishing of the image of insurance companies in Enugu Urban. It was also discovered that awarding scholarships, to outstanding  students, sponsoring both sporting and non-sporting activities, organizing seminars and workshops and advert placement on radio and television are some of the public relations strategies that can help enhance the image roof insurance companies. It was concluded that the insurance companies’ needs to strategically implement Public Relations programmes and strategies aimed at image building to improve their image. Recommendations made include among other things that to ensure an enviable corporate image, insurance companies should improve their media relations strategies and techniques.