The Role of Public Relations in Building the Mental Image of the Rafidain Bank – A Survey Study (The Audience of the City Of Baghdad as a Model)

The aim of this study is to know the role of public relations in building the mental image of the Rafidain Bank – a survey study (the audience of the city of Baghdad as a model).

This study also relied on the descriptive analytical method in studying the phenomena related to the research problem, its roots and its development to discover the objective conditions that crystallized the reality that the research is trying to diagnose and evaluate.

As for the level of the research tool, this study used the questionnaire technique, since the research aims to measure (the role of public relations in building the mental image towards the Rafidain Bank), and the scale is the quantitative aspects that describe a specific characteristic or feature, and the researcher worked on building a five-point scale. It corresponds to the objectives of the research, and the scale includes two dimensions:

• The first dimension: demographic information, and includes (5) paragraphs.
• The second dimension: data related to the role of public relations in building the mental image, and included three axes that included (20) paragraphs (first axis 12 paragraphs, second axis 4 paragraphs, third axis 4 paragraphs).

This study concluded that the results of the statistical analysis of the responses of the number of (436) customers of the bank, which are that all arithmetic circles indicated the degree of approval, and that the standard deviation was very appropriate, as well as that public relations activities in Rafidain Bank contribute to modifying or Changing public attitudes and attitudes towards the bank’s work and the services it provides to customers, and electronic media is relied upon in addition to traditional media to promote the activities of Rafidain Bank. The public in Rafidain Bank plays an important role in shaping or building positive mental images.

Accordingly, the thesis recommends studying and analyzing the internal and external environment of Rafidain Bank, focusing on the principle of transparency, building a marketing strategy for a period of three years, conducting special marketing research, finding solutions to problems that occurred with customers, continuous training of employees, especially in the Public Relations Department, activating cooperation And coordination between the General Administration of Rafidain Bank and its Public Relations Department.