საზოგადოებასთან ურთიერთობის სტრატეგიები საქართველოში საბანკო სექტორის მაგალითზე

Public relations, in the Georgian academic space, there are not too many researches, especially
studies that relate to the theory of public relation with the immediate community. One such
theory is the Exccelence Theory, which is interested in the organization's public relations
strategies. The thesis "Public Relations Strategies in the Banking Sector in Georgia" is based on
this theory, he main purpose of which is to research public relations strategies of banks and
determine which model of communication is used in banks, how to interact with the media and
how much social responsibility.

Based on the ratings, 4 banks in the Georgian market: "Liberty", "Bank of Georgia", "TBC" and
"Kartu Bank". The research method is selected as quantitative and qualitative methods.

Quantitative method of surveying - Mass Survey is used to find out the bank's customers’
opinion. Within the survey, 200 respondents were interviewed (140 face-to-face surveys, 60
internet polls). Due to the results of the survey, 8 ads were selected, according to the semiotic
analysis of the main trends and messages that the banks used to communicate with the consumer.