THE IMAGE OF A FINANCIAL INSTITUTION
THE IMAGE OF A FINANCIAL INSTITUTION

OTP BANK ROMANIA

Summary/Abstract: Public relations manage the activity of the organization and determine the process of building the image of the organization. The way these relationships are managed can have an overwhelming effect on the current activities and on the success of the company. Public relations have a role within the company, the organization and administration of the complex system of commercial, economic, political, administrative, social, media, cultural relations in which the company evolves. The expectations of all customers are increasing, as competing banks introduce high standards of services. It is becoming increasingly clear to a bank that one of the most important things is to maintain its current clientele, but also to attract new customers, and these things are possible only by building a positive image both inside and outside the organization. The article aims to make a qualitative analysis on the ways in which OTP Bank outlines and creates a positive image using the tools of the public relations activity.

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