Purpose and scope Of WOFÌK - G1 SH HH TH ng rệt 2
Primary data colle€fẽ0I - - 5 c5 22111321113 1115111811111 E11 kg 3
Aliga and Gunderson (2002) defines quantitative research as “an inquiry into a social problem, explaining phenomena by gathering numerical data that are analyzed using mathematically based methods e.g in particular statistics” whileShank (2002) defines qualitative research as “a form of systematic empirical inquiry into meaning” This study adopts both quantitative and qualitative methods for information inquiry It is quantitative because the primary data collected for this study will employ the techniques used in the quantitative research, including:close-ended questions are added to the questionnaires handed out to Public Bank employees and on-site Public Bank customers; observation at the workplace;counting the number of reactions and comments collected from the bank’sFacebook homepage, the result of which will later be used for interpretation and analyzation The paper is also qualitative, in the sense that interviews and open- ended questions are also included in the questionnaire.
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Secondary data collecfi0nn - LH HH HH HH ngư 4
The secondary data is obtained from previous studies on PR effectiveness evaluation along with information gathered from articles, researches and papers related to this topic Reports from the administrative division at the bank will also be included.
The study employs one main data collection instrument: questionnaires According to Cooper and Schindler (2011) a questionnaire is easy to administer in order to collect information from participants Questionnaires also reduced bias since the researchers’ own opinions could not influence the respondents to answer questions in a certain manner There are two sets of questionnaires, each of which targets a different group The first set is to be filled by Public Bank customers with the aim of gathering the participants’ feelings and attitudes towards the bank’s PR practice, which will be used for PR evaluation later The second set of questions is to be filled by the employees working at Public Bank The purpose of the second set is to try to determine the effectiveness of the PR practice using the aforementioned principles in Literature review Both sets are divided into two sections, the first of which is General Information, while the second includes more specific questions with multiple choices Through close-ended and open-ended questions used in the second section, the researcher is able to gather quantitative and qualitative data respectively.
This study’s sample consists of 22 Public Bank employees and 53 Public Bank on- site customers A sample, which is a subset of the demography being researched, can represent the larger population and as a consequent, can be used to draw references about that demography (V.K, 2017) Ngechu (2010) affirms that a sample is a research technique widely used in the social sciences as a way to gather information about a population without having to measure the entire population.
Upon identifying the question format, Google Form is used to create the online questionnaires Next, the researcher will acquire a permit from the branch manager to conduct surveys The first set of question will be shortened into a QR code and sent to the bank tellers The tellers then will ask the customers after they finish their transactions to scan the code and fill out the survey which will take around 2-
Customers seeking assistance with translations can rely on bank tellers for support Additionally, employees of Public Bank will receive the link to the second questionnaire through various communication channels, such as Messenger, Zalo, and Gmail.
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After 5 days, the researcher will collect all the answers and use them for data analyzation.
LITERATURE REV LEYW on HH nung ae 6
Definition and importance of public relations eee 6
In 1919, Ivy Lee and Edward Bernays had their first PR office ever in New York, USA The former was Rockefeller's PR representative, and the latter was Woodrow Wilson’s campaigner The two men were then credited as the founding fathers of the PR industry (Watson, 2012) Not long after, in 1924, the UK had its first PR agency operated by Basil Clerk (Greenslade 2013) In 1950, large PR corporations such as Hill & Knowlton and Burson-Marsteller emerged (Corporate Watch UK, 2013) The practice, over the next 70 years, kept evolving and growing to create what we know as the PR landscape today.
When it comes to defining public relations, there still has not been a generally agreed upon definition Scholars and organizations have proposed numerous definitions regarding PR, three of which I would like to list as examples for this section:
The Public Relations Society of America (PRSA) defines Public Relations as: “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” (PRSA, 2012:01).
Meanwhile, the Chartered Institute of Public Relations (CIPR) focuses on another aspect of PR It insinuates that an organization, however big or small, ultimately relies on its reputation for survival and growth The definition proposed by the Institute reads:
”Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior.
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It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.”
Finally, there is the definition from the Public Relation Institute of Australia (PRIA) It reads:
“Public relation is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”
The ambiguity surrounding public relations (PR) definitions stems from its developmental stage and extensive breadth (Corporate Watch UK, 2003; Watson, 2012) Moreover, technological advancements, particularly the internet, have compelled PR practitioners to adapt their strategies and approaches to align with an evolving media landscape Notably, PR has embraced digital and online communication, as well as search engine optimization (SEO), to enhance its effectiveness (PRCA, 2012a).
For such reasons, the paper will not concentrate on one single definition of public relations Instead, it relies on a broad description of PR, which contains several elements According to both the PR Consultants Association (PRCA) (2013b) and the Chartered Institute of PR (CIPR) (2015), PR concerns: the management of reputation; what the company does or says, and what others say about them; the relationships between the company and its publics, and; the planned and continued effort to develop and sustain goodwill.
This definition presents three core values of PR function commonly referred to in literature: the notions of planning and managing a plan (Grunig, 1992), the process of influencing others (Austin and Pinkleton, 2006), and the value of the relationship between the organization and its publics (Gregory, 2010).
Public relation is a continuously growing business According to Satista Research Department (2022), the PR industry is valued at 97 billion USD with a 7% projected growth in 2025 at 129 billion USD worldwide This growth is predicted to continue as businesses shift communications investment away from advertising and towards PR (Kitchen, 1993; Kitchen and Proctor, 1991) Public relation is as
Bui Duc Việt Hoàng - 11192054 - Business English 61B much lucrative as it is vital to the growth and development of an organization Its importance is undeniable, and the paper will support this statement with several literature-based documents and studies.
1.1.2.1 PR is more cost-effective and efficient compared to advertising
Mrs Helen Woodward, the first female advertising executive stated regarding the matter of publicity: “Advertising is what you pay for, publicity is what you pray for”; this statement could not be nearer from the truth In a 2022 Nielsen rating survey, Word-of-mouth channel, which is an extension of public relations (Holmes, P., 2007), earned 33,08% of people’s trust completely, doubling all other advertising channels in the same category.
@ Trust Completely @ Trust Somewhat @ Don't Trust Much @ Don't Trust At All
Figure |: Top trusted advertising channels among U.S consumers
Public relations (PR) holds significant sway in shaping public perceptions, surpassing both word-of-mouth advice and traditional advertising (Cody, S., 2012) By crafting compelling editorial commentary, organizations can effectively communicate their messages and reach a broader audience As a result, PR emerges as the preferred avenue for businesses seeking to disseminate information and enhance their brand reputation.
Moreover, PR is in general much less expensive than advertising (IPR, 2022) This is because for PR, the organization only needs to prepare and marshal the message,while with advertisements (Facebook ads, TV ads ) there is a product to be created and designed, then there is a set budget and timeframe allocated to it Once the budget drains, the advertising will stop.
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1.1.2.2 Public relations help generate profits
PR and sales share a symbiotic relationship According to Revgenius Magazine, ultimately, they use the same three skills: storytelling, relationship and timing For a sale to be made, there needs to be a compelling story relevant to the target audience, one needs to build a trusting relationship with his/her target, and by the time these prospects reach the marketing or sales team, they are already likely to already be influenced by the PR team.
Public relations programs are important because they help organizations achieve their goals by creating relationships with strategic publics:
“Individual communication programs such as media relations, community relations, or customer relations are successful when they affect the cognitions, attitudes, and behaviors of both publics and members of the organization— that is, the cognitive, attitudinal, and behavioral relationships among organizations and their publics.”
Thus, effective public relations programs are valuable to organizations because of their contribution to the organization’s mission, goals, and avenues Public relations can be used to gain brand exposure (Trindgroup, 2020) A good PR campaign will likely result in raised awareness of the public around the product, which in turn, leads to higher brand exposure and higher sales.
Facebook as a PR 0n 10 1.3 The use of Facebook in the Banking indusfry ‹ << << >5 11
Facebook users are able to connect, acquaint themselves with each other and share online content via their user profiles on the social networking site (Kaplan & Haenlein, 2010) Started as a niche working platform made specifically for Harvard students in 2004 (Kietzmann et al., 2011), Facebook has now become the world’s single biggest social media platform, attaining 1.968 billion daily and 2.934 billion monthly active users.
The application gives users a platform to befriend and update each other through types of content sharing such as posts, photos and videos Facebook, ever since its release, has been constantly renovating and improving its in-app functions, adding features such as tagging friends, reactions to posts and messages and as of recent, it copied successful features from its competitor such as Live Feed, which is similar to Twitter’s steam, or Facebook Shorts, imitating Instagram’s shorts (Ananny M., 2018) in order to attract new publics.
With its colossal number of users, Facebook has become one of, if not the most powerful public relations tools with over 3 million businesses using the platform for PR (Facebook Business, 2022) This has allowed companies to engage with a bigger audience, placing their products and content in front of the people who are most receptive to their message (Owusu, D S., 2020).
Moreover, Facebook sites give organizations a quick and efficient way to share their ideas and company information (Haigh, M M., Brubaker, P., & Whiteside, E., 2013) A Webtrends research conducted in 2011 revealed that 68% of the top
100 companies ranked by Fortune witnessed a decrease in first-time visitors to their websites Contrarily 40% of these companies also saw an increase in first time unique visitors to their Facebook pages This trend of Facebook PR has not only gained popularity in developed regions such as America, Europe , but it has also bloomed in developing countries in Africa like Ghana or Congo (Owusu,
Another study done by comScore in 2011, a trusted partner of Facebook and Adobe in media transparency analyzation, shows that earned media exposure gained
Bui Duc Việt Hoàng - 11192054 - Business English 61B through Facebook PR amplified their already increased sales both online and in- store This happens because of the viral nature of Facebook to spread brand messages Fans of brand spend a lot, but so do their friends and families The brand message is rippled many times through different social circles, hence the upsurge in sales All of this is to say, Facebook has proven itself to be an unrivaled platform for PR.
AMAZON BEST BUY TARGET WALMART
INDEX OF 100 = SEGMENT SPENT AS MUCH, ON AVERAGE,
1.3 The use of Facebook in the Banking industry
Innovations in technology along with monetary and political boundaries being loosened has led to the globalization of the banking service markets and the emergence of leading parties (Alrubalee & Al-Nazer, 2010) In such markets, customers prove themselves to be the top priority for any banks to maintain, and with good services, even expand In 2006, Eisingerich and Bell conducted a study, in which its empirical findings showed that banks as well as similar financial institutions should understand the importance of customer-business relationship building strategies if they want to maintain customer loyalty, which is challenging due to fierce competition within the industry One way that loyalty can be achieved is through relationship marketing, which banks can adopt as a strategic PR tool
Bui Duc Việt Hoàng - 11192054 - Business English 61B and could result in benefits for the institution such as bigger customer shares, increased sales and higher interest (Alrubaiee & Al-Nazer, 2010).
Facebook, widely regarded as the head of social media platforms (Feige, ef al, 2013), might be the force that brings the PR value to the banking industry (Halilovic, D., Samuelsson, E., & Jonson, L., 2011) Facebook PR is beneficial to banks in the sense that it brings engagement, interaction, collaboration and it helps gather information for PR purposes (Chikandiwa, et al, 2016).
Being an intermediate that links customers to financial institutions, Facebook hints at its key role in the banking market with important influence (Halilovic, D.,
Social media fosters a direct connection between banks and customers, enabling feedback and service enhancements Research has shown that platforms like Facebook facilitate customer-bank interactions, resulting in valuable insights that banks can harness to improve their offerings By engaging customers through these channels, banks can address their needs and foster greater satisfaction.
Criteria and models used for PR effectiveness evaluation
Demand for more accurate PR effectiveness evaluation has increased over the years Consequently, standardization of PR measurement has become necessary for organizations (Kabucua, J M., Kiambati, K K., & Oriaso, S O., 2016). Normative principles were agreed upon to be used for such measurement by 200 delegates coming from 33 countries around the world during the Second European summit at Barcelona in 2010.
Seven principles were adopted in the Barcelona Declaration: ô Measuring effects on outcomes rather than outputs is more preferred
Goal setting and effectiveness measuring are vital in all PR programs Media measurement should include both quality and quantity assessment
PR programs’ effects on businesses should be measured AVEs (advertising value equivalents) should not be used as measures for PR
Social media data can and ought to be assessed Measurement should be replicable and transparent”
(Barcelona Declaration of Measurement Principles, 2010:4)
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In the spirit of figuring out a finite set of rules of PR assessment, the International Association for Measurement and Evaluating Communication (IAMEC), the Institute of Public Relations (IPR), and the Council for Public Relations Firms (CPRF) came together and gave birth to the Coalition for Public Relations Research Standards (CPRRS) in 2011 The goal of this coalition is to create PR measurements and evaluation standards that follow the principles adopted in the Barcelona Declaration aforesaid CPRSS was affirmed by Grunig (2013) to identify six areas of standardization: influence and relevance, content sourcing and methods, reach and impressions or opportunity to see, impact and value, engagement and finally, opinion and advocacy These areas are the framework for the evaluation approaches in this paper.
1.4.1 Reach and Impressions/ Opportunity To See (OTS)
Barcelona Declaration (2010) included audience reach and impressions in their PR standardization principles According to Eisenmann, Geddes, Paine, Pestena, Walton and Weiner (2012), measuring Opportunity to see (OTS) increases the transparency and accuracy of the PR evaluation since OTS serves as a two-way symmetrical environment for communication.
The term "Impression" in media analysis refers to the number of individuals exposed to a particular message It encompasses exposure through various channels, including on-target share (OTS), media stories, audited publication circulation, online news articles, and broadcast media (Eisenmann et al., 2012:37) This broad definition may lead to the notion that reach and impression are interchangeable concepts.
However, scholars have opposed the idea of equating impression and reach, arguing that while impression refers to exposure frequency, reach meanwhile targets a certain number of people Counter argument from Eisenmann et al (2012) stated that the confusion in these definitions stem from the absence of the interim standards for metrics in calculating Impression Impression can be deducted by multiplying Frequency by Reach Therefore, effectiveness of Reach and Impression is indicated by the circulation or the number of people that the message is delivered to and frequency absence or variation of the two indicators result in non-replicable results (Eisenmann et al, 2012).
Tone and sentiment metrics are used for Opinion and Advocacy in PR effectiveness measurement (Eisenmann et al, 2012) Opinion and advocacy is gathered and expressed through the organization’s features in public forums such as televisions, magazines, newspaper, speeches, radio, online social media platforms such as Youtube, Facebook, Twitter Tone, being an aspect of
Bui Duc Việt Hoàng - 11192054 - Business English 61B speaking, can be used to denote human feelings (Roof, J., The sound of Feelings, 2020) From there, it can be deduced that tone is more suitable for content assessment, while sentiment is more appropriate for measuring the public’s feelings towards a brand or an organization This is reaffirmed by Macnamara (2014), stating that output is measured by tone while outcome is measured by sentiment.
According to Nielsen Norman Group, tone is expressed either by using scales, from negative, neutral to positive or by rating favorability in forms such as audience reach, size or length of an item, and position placement on a page. Weiner (2013) asserted that the likelihood of advocacy can be deduced from tone and sentiment of the target public Therefore, tone and sentiment remain the indicators of effectiveness of Opinion and Advocacy in PR evaluation.
Return on Investment (ROJ) is used as a parameter by PR practitioners to prove the financial and economic values that their programs bring (Macias, M., 2021). However, a number of scholars have claimed that PR’s significance goes beyond the economic aspect of the business, resulting in debates over whether ROI is a suitable tool for measuring PR (Kabucua, J M., Kiambati, K K., & Oriaso, S O., 2016).
Contrarily, Gaunt and Wright (2004) argued that ROI can in fact be used in effectiveness evaluation of PR ROI, despite being the most debated tool for PR measurement, is also one of the most extensively used methods by practitioners in order to prove financial values It is for this reason that ROI assessment is supported by Watson and Zefass (2012), stating that it could be used as a near- wholesome approach to measurement.
The evaluation of public relations (PR) effectiveness through return on investment (ROI) has been addressed by PR scholars with distinct methods Stacks and Bowen (2013) define PR ROI as the net financial return plus the financial investment multiplied by 100 Alternatively, Watson (2013) proposes a definition of ROI as the ratio of monetary value gained divided by the cost multiplied by 100.
As aresult, key ROI indicators of effectiveness are believed to be cost + investment and gains + net financial returns (Stacks and Bowen, 2006) The absence of these indicators might give varied results.
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AVEs is arguably the most controversial PR measurement approach according to Marklein and Paine (2002) Even though AVEs are met with many disputes, it is still one of the most applied approaches in PR assessment As a matter of fact, AVEs was recognized as the most popular PR evaluation approach in the Asian region and the third most popular in Europe (Wright, Gaunt, Leggetter, Daniels and Zerfass, 2009) It is also the second most common form of PR assessment in Africa (Tikolo, 2011).
Despite their widespread use, Advertising Value Equivalents (AVEs) continue to face criticism Macnamara (2014) argues that AVEs fail to reflect the true value of public relations (PR) efforts, while Tikolo (2011) asserts that their use reverts the PR industry to antiquated press agency practices.
AVEs values in effectiveness evaluation are calculated by adding the overall amount of time and space used in the PR program and multiplying it by advertising fees, this translates to the cost of PR that the organization could have incurred in advertising (Boersma and Bowen, 2012) For example:
AVEs = (airtime in audio and visual media + inches of print media coverage) x advertising rates.
INTRODUCTION OF PUBLIC BANK QUANG NINH
Background information 0 ccccccccccscccesceeeeceseeceseeeeseessneeseeenseeees 17 1 About Public BANK Sàn HH HH HH hiệp 17
The information presented in the following sections was all retrieved from Public Bank’s website.
“To sustain the position of being the most efficient, profitable and respected premier financial institution in Malaysia”.
“Public Bank Cares For Its Customers:
By providing the most courteous and efficient service in every aspect of its business
By being innovative in the development of new banking products and services for its employees
By promoting the well-being of its staff through attractive remuneration and fringe benefits
By promoting good staff morale through proper staff training and development and provision of opportunities for career advancement for its shareholders
By forging ahead and consolidating its position as a stable and progressive financial institution
By generating profits and a fair return on their investment for the community it serves
By assuming its role as a socially responsible corporate citizen in a tangible manner
By adhering closely to national policies and objectives thereby contributing towards the progress of the nation
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2.1.1.3 Corporate responsibilities e To the community: Contribute towards the economic growth and well- being of the community in which the Group operates through its business activities e To the marketplace: Work with integrity and respect for people and the communities in which the Group operates; carry responsible practices that promote healthy market place e To its work force: Encourage employee engagement to build long lasting relationships founded on values of trust, loyalty and meritocracy e To the environment: Promoting environmental awareness through participation in environmental conservation activities
According to Public Bank’s recorded biography, the institution was founded on 6"
August 1966 by Dr Teh Hong Piow The bank began with its first office in Jalan Gereja, Kuala Lumpur With the vision “A bank for the people”, Public Bank entered the Kuala Lumpur Stock Exchange (now known as Bursa Malaysia Securities Berhad) a year later in 1967.
Before going into the achievements throughout the years of the bank, a few key people at the institution are to be presented First, its Founder and Chairman, Dr. Teh Hong Piow Dr Teh started his banking career in 1950 and up until now, he has accumulated over 70 years of experience in the banking and finance industry.
He serves as a non-independent, non-executive chairman Throughout his life, Mr.
Teh has won 45 accolades for his businesses, notably the “Greatest Malaysian Banker of All time” awarded by the Asia Pacific Brands Foundation Another important figure to mention is the CEO, Mr Sri Tay Ah Lek At the age of 73, Mr. Sri has over 50 years of working in the banking industry in his pocket ever since he finished his Master’s degree in Henley, United Kingdom for Business Administration There is also Mr Lee Kong Lam, who is a 74-year-old Non-
Independent Non-Executive Deputy Chairman Mr Lee was appointed on 1*
September 2015, by which point, he had already had more than 40 years of being in leadership positions.
As of 2016, Public Bank celebrated its 50" year of operation at its headquarter in
Kuala Lumpur, Malaysia During five decades of sustainable growth, the bank has
Bui Duc Việt Hoàng - 11192054 - Business English 61B been able to serve the financial needs of more than nine million worldwide andMalaysian customers, being run by over 18000 employees.
Public Bank Quang Ninh’s organizational strucfure
Operations Operations Administration Department Department Department
Figure 4: Public Bank Quang Ninh Organizational Chart
(Source: Public Bank Quang Ninh, 2022)
The hierarchy clearly shows how the institution is operated The organizational model of Public Bank Quang Ninh is designed and built in accordance with the size and operating characteristics of the branch Deputy Branch Manager, who is in charge of supervising the workload from three main departments, reports to the Branch Manager, who makes the executive decision for the branch The departments are assigned their own specific tasks and operated by the staff who are responsible for these tasks and therefore fulfill the work accordingly.
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Public Bank Quang Ninh’s business resulfs - 5+ +-ô>+<+ 20 2.4 Features of Facebook PR - - Gà SH HH ng Hy 21
According to Public Bank Quang Ninh balance sheet, as of 30 September 2022,
Asset is reported at 51,918,354,302 VND Fixed Asset reflects 9,852,104,430 VND; over four billion VND in deposit is recorded, while other bank assets account for 37,863,191,968 VND 75,704,156,245 VND went into Customer Loans and Deposits at other Credit Institutions accounts for 38,594,250 VND. Overall the value of Group A, which includes all the components mentioned in the table, is recorded to be at 161,599,611,786 VND.
On the other hand, due to the time constraint placed on the internship as well as confidential reasons, the researcher could not ask for business results from previous years However, the writer was able to retrieve the bank’s business results during the first 9 months of 2022.
Figure 7: Public Bank Quang Ninh Business Report
(Source: Public Bank Quang Ninh, 2022)
The report shows the bank’s Net Interest Income to be at 3,146,837,761 VND against the 1,456,025,422 VND spent on Expenses and other types of Expenses. The total Expenses for Operations are reported at 4,115,104,120 VND The Pre- provision Operating Profit accounts for 7,253,785,061 VND with 537,885,175 VND spent on Provision for Credit Losses Finally, after calculations, Public Bank Quang Ninh came to a after-tax profit of 6,715,899,886 VND as of September
Currently, there is only one official Facebook Page for the whole corporation titled Public Bank Despite its previous lifespan of over five decades, it was not until July 2021 that the Group had its first Facebook posts The researcher has synthesized the following table which describes the frequencies of posts on the site as well as the number of comments, reactions and shares:
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Number | Number | Number of | Number Monthly average
No Time of posts of comments | of shares [Reactions | Comments | Shares reactions
Table 1: Public Bank’s Facebook posts frequencies
It can clearly be informed from the table that a month after its created, in August
2022, the Page received its record high number of reactions with 1325 reactions. The peak in the comment section happened in March 2022 with 198 comments and in the following month, April 2022, the Group saw the highest number of posts shared which was 594 shares On average, September 2022, March 2022 and June
2022 received the biggest number of likes, comments and shares respectively. There were in total 225 posts ever since Public Bank’s Page launch until September
2022 The total comments to shares to reactions ratio is approximately 1:3:9.
2.4.2 Public Bank’s Vietnamese branches Facebook PR
As stated above, there are currently no official Facebook Pages for the smaller Public Bank branches in Vietnam After much searching and researching, the writer can only find one page that belongs to one of Public Bank’s transactional office which is located in Bac Tu Liem, Ha Noi Even then, the page is poorly visited with only seven likes and seven followers All posts on the site receive no comments or reactions As of October 2022, the page has been deactivated.
Looking at other ventures, the majority of the posts related to Public Banks were from user accounts, all were likely from Public Bank employees Subjects that are connected with Public Bank posts from employees include: job openings, interests on loans, public events held at Public Bank offices and other banking services
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A brief interview with a Senior Officer at the Quang Ninh branch revealed that all the content relating to Public Bank posted by its employees were already formatted and verified by the headquarter, and what the public sees on Facebook are just content approved by the higher ups.
Most recently, Public Bank Vietnam held its 30" year anniversary on 15" October at the Pan Pacific Hotel in Hanoi This created a PR opportunity, wherein employees took photos at the event and posted them to their accounts under the hashtag #reopening Many of the staff believe that this is just the start of a progressively more vigorous PR campaign, and there are more to expect from the
PR team at the Public Bank Vietnam Group in the near future.
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FINDINGS AND DISCUSSION cssssscsscsssssccccsssnsssssneeees 24 KhNử 1
The purpose of this chapter is to analyze the variations and inputs involved in the study and estimate the model described in the previous chapter Data collected was both qualitative and quantitative Data was also presented using tables, graphs, or charts.
The response rate guided by the number of questionnaires returned was tabulated as shown on Table 2.
Expected returned Returned Response rate questionnaires questionnaires
Table 2: Questionnaire no.1 response rate
An online questionnaire via Google Form yielded an outstanding response rate of 106%, with 53 valid responses returned despite an initial expectation of 50 This high rate may be attributed to the extended survey period of 5 days and the increased foot traffic at the bank during the survey period, as noted by tellers.
Ngechu (2010) stated that a 50% response rate is adequate, 60% good and above 70% rated very good Based on this assertion the response rate for this study can be said to be very good at 103% Although the results may be interpreted to indicate a good response rate, none of the participants answered the open-ended question near the end of the survey Additionally, one participant failed to answer the first question, this is believed to be a technicality.
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The following pie charts depict the participants’ background information.
Q1: What is your gender? Q2: Which age group do you belong to?
Q3: Do you have a Facebook account? Q4: How many hours a day do you normally spend on
The first pie chart shows that there were significantly more female participants than their male counterparts Of all the survey takers, 38.5% were male while 61.5% were females as shown above Specifically, out of 53 people that answered the questionnaire, there were 32 female customers and 20 male customers, with one person who did not answer this question From this section, it could be interpreted that the bank goers that use Public Bank’s services are predominantly women.
From the second question onwards, no technicality was recorded in the participants’ answers For the next question which was about the age of the bank goers, more than half of the participants (29 people) reported to be in the “51-69 age group” The second most dominant age group was 35-50, which accounted for 30,2% of the chart, equating to 16 people Coming far in third place is the “Over 70” group with 5 people choosing this answer Finally, the “18-34” answer was picked by 3 people.
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The third question tells us about the percentage of Facebook users among Public Bank’s customers Fortunately, 45 people, who make up 84,9% of the chart do, in fact, have Facebook accounts, while the other 8, accounting for 15,1% of the chart, do not The researcher decided to still include the non-Facebook users’ answers because he believes that they still bear significant values by visualizing the customers’ opinions on PR elements, which could be of use to Public Bank in the future.
Over half of Facebook users (52.8%) spend less than an hour on the platform, while 14 individuals (26.4%) spend between 1 and 3 hours daily Only 8 participants reported not using Facebook at all.
“More than 5 hours” were selected; both shared the same response percentage of 3.8%.
The bar chart below presents channels through which customers discover Public Bank.
How did you find out about Public Bank?
Social media TV Word-of-mouth Street posters (Such as advertising
Figure 9: Respondents’ channels of discovery
Word-of-mouth was chosen by 29 participants, more than doubled the second most popular answer which was Social Media with 12 picks This proves that Word-of- mouth PR is the most effective PR channel at Public Bank, which is in accordance with the discovery made in Literature Review In third place is TV with 2 less picks than the Social Media channel Public Bank Quang Ninh, prior to its opening,
Bui Duc Viet Hoang (11192054 - Business English 61B) was recently featured on Quang Ninh TV, underscoring the impact of public relations efforts Conversely, Street Posters emerged as the least popular marketing channel, with only two customer preferences.
How often do you see Facebook posts about Public Bank on Facebook?
Daily Weekly Onceevery Once every Never few weeks few months
The report shows that the majority of respondents (24 people) are exposed to Public Bank posts on a quarterly basis 14 people reported having seen the posts weeks apart while under half that number see the posts weekly 9 users have never seen any PR content from Public Bank on Facebook, and none of the survey takers experience daily Public Bank posts The findings for this answer have certain implications, which will be discussed in the next section of this chapter.
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How attractive do you find Facebook posts regarding Public Bank promotions?
Very Attractive Neutral Unattractive Very attractive unattractive
Figure 11 reflects how attractive people perceive Public Bank Quang Ninh PR.
“Neutral” is the top pick answer accounting for over half of the responses 16 people feel that these posts are attractive, while 7 deem them to be unattractive. The rarest answers include “Very attractive’ which got 1 pick and “Very unattractive” with 2 picks.
Which of the following forms of Facebook PR could be more attractive to you?
Pictures Short films Text-based Music posts
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Four different types of Facebook posts are depicted in figure 12 The leading answer detailing the most appealing PR form to the customers is “Pictures” with
18 answers “Text-based posts” are not far behind with 3 picks less than “Pictures”. The same distance can be said for “Music” with 12 picks At the bottom is “Short films” with eight people liking this form of PR There is not much disparity in this section.
In your opinion, which platform would likely to get you to bring your business to a certain bank?
When asked about the media platform that would bring businesses in as presented in Figure 13, the overwhelming majority chose “Television”, accumulating in 32 answers “Newspaper” came in far behind with only 11 responses, under one-third of the “TV” responses “Radio” and “Social media” share an equal number of picks, both take up 5 answers each.
Bui Duc Việt Hoàng - 11192054 - Business English 61B
When you follow a bank’s Facebook page, it is decided based on which factor below?
Interesting Special offers Well-Known information reputation
The next figure shows which factor would contribute to a Facebook following from a customer It should be noted that even though the “Other” option was included, none of the participants decided to choose it Instead, nearly three-fifth of the survey takers reported that a good reputation would result in them following a bank’s Facebook page, amounting to 33 answers “Special offer” was the second popular answer with one-third of the picks compared to “Well-known reputation”.
“Interesting information” is in last place with 9 picks.
How do you feel about the quality of
Public Bank’s PR on Facebook?
Very Positive Positive Neutral Negative Very
Bui Duc Việt Hoàng - 11192054 - Business English 61B
The final finding in the first questionnaire indicates the customers’ feelings about Public Bank’s Facebook PR practice While half of the participants remained neutral, the rest of whom were rather divided 19 people connected the practice with an overall positive feeling, specifically 15 “Positive” answers and 4 “Very positive answers” Contrarily, 7 participants felt “Negative” about the practice, and
1 chose “Very negative” as his/her answer.
The response rate guided by the number of questionnaires returned was tabulated as shown on Table 3.
Expected returned Returned Response rate questionnaires questionnaires
Table 3: Questionnaire no.2 response Rate