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A Study of Public Relations Practices of the First National Bank of Fort Worth

This study examined the organization, goals and scope of the public relations activity of the First National Bank of Fort Worth, Texas. The study's purpose was to examine the public relations function, department structure, process by which goals and policies are determined, the bank's practice of public relations and the process by which effectiveness is evaluated. The bank satisfactorily met several criteria for public relations effectiveness, but the staff was hampered by a lack of formal goals, philosophy or measurement criteria. The study found the bank's senior management to have a passive attitude toward public relations and to discern it ultimately as a marketing or sales promotion tool. The study recommended establishing formal goals, policies and evaluation criteria.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc504236
Date08 1900
CreatorsMcCorstin, Allen
ContributorsStarr, Douglas P., Busby, Roy Kidder
PublisherNorth Texas State University
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formatiii, 60 leaves, Text
CoverageUnited States - Texas - Tarrant County - Fort Worth
RightsPublic, McCorstin, Allen, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved.

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