Measuring The Effectiveness of Ethical Codes of Conduct in Public Relations: A Case Study of GCB Bank PLC

Abstract

This study investigates the effectiveness of ethical codes of conduct in public relations within the banking sector, using GCB Bank PLC as a case study. While ethical codes are recognized as crucial for guiding professional behavior and maintaining public trust, their practical impact often remains debated. This research addresses this gap by examining the application, relevance, and impact of these codes on organizational outcomes and public perception within a specific banking context. The study explores the challenges and barriers hindering effective implementation, drawing on theoretical frameworks such as Stakeholder Theory and the Two-Way Symmetric Model of Public Relations. By employing a case study approach, the research aims to provide in-depth insights into the complexities of implementing and adhering to ethical codes in a real-world setting. The findings are expected to contribute to the body of knowledge on public relations ethics, offering valuable implications for both theory and practice, particularly within the Ghanaian banking sector where empirical literature on this topic is limited. The study seeks to inform banking institutions, policymakers, and public relations professionals on fostering ethical practices that enhance stakeholder trust, organizational reputation, and overall stability of the financial system.