Paper Topic:

Crossmedia Communication, Public Relation, Consumer Relation in the insurance industry / financial sector

Research Proposal : A Positivist analysis of the Effects of Cross-Media Communication and Public Relations on Consumer Relations in the Financial Sector

Student 's Name

Course Code , Semester , Class

Tutor

29 April 2010

Introduction

Background

Financial service sector is recording tremendous growth due to increased demand for financial services . This increased demand is a result of growth in the business sector and high levels of competition . Other reasons for the development of financial services sector is the high demand for personal financing for education and development in the

form of loans and mortgages and development of small scale businesses . The increased demand for financial services has been watched keenly by investors who have channelled copious resources to the financial service sector resulting in high levels of competition (Buttle 2004 . This competition places immense pressure on the existing financial services providers to ensure that they develop internal strategies that improve their reputation and help them gain competitive advantage

Public relations (PR ) is mainly concerned with managing external communication (Tench Yeomans 2009 . It is however noteworthy that managing communication within and organisation is a requirement in PR that ensures that all stakeholders are considered . In the financial services sectors , PR is commonly used as an avenue to deal with myths and negative stories on a product . Dealing with the threats that may affect the reputation of a business within an industry , negative and malicious information on company products and rumours on future strategies and internal positioning of a firm are the other application...

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