ACMJ Article

In recent years, social media has emerged as a vital tool for public relations practice, particularly within the banking sector where effective communication and stakeholder engagement are critical. Despite growing scholarly attention to social media in public relations, limited studies have examined its strategic role in corporate repositioning within Nigerian banks, especially in the transition from Skye Bank to Polaris Bank. This study therefore investigates how social media platforms were utilized as strategic public relations tools in the corporate repositioning of Polaris Bank PLC. A qualitative exploratory design was adopted, with data collected through in-depth interviews with twelve purposively selected public relations professionals in Polaris Bank branches in Ondo State. The findings reveal that platforms such as X (formerly Twitter), Instagram, Facebook, YouTube, and LinkedIn were actively deployed to enhance communication, engage stakeholders, and manage public perception. Key factors influencing their use include real-time feedback, wider audience reach, and improved interaction with customers. The study concludes that social media played a significant role in strengthening Polaris Bank’s corporate repositioning efforts. It recommends a more structured and strategic integration of digital platforms in public relations practice to enhance organisational visibility and stakeholder engagement.  

EXAMINING ROLES OF SOCIAL MEDIA BY PUBLIC RELATIONS PRACTITIONERS IN POLARIS BANK’S BRAND TRANSFORMATION IN NIGERIA, 2026, Vol. 3, No. 1, pp. 72-83. PDF