From Institutional Communication to Personalized PR

Abstract

This thesis explores the fundamental paradigm shift occurring in contemporary brand communication, specifically, the transition from traditional, formal, and institutional models to emotional, humanized, and personalized Public Relations (PR). The primary objective of the research is to examine how communication strategies evolve in the era of digital technology and data analytics, particularly as mass messaging transforms into a “one-to-one” address format. The paper provides an in-depth analysis of how this trend toward brand humanization directly impacts consumer trust and emotional behavior.

The empirical foundation of the study is centered on the banking sector, selected as one of the most conservative and bureaucratic industries, where changes in communication style most vividly reflect the scale of ongoing transformations. The thesis is based on a comparative analysis (Case Study) of Georgia’s two leading financial institutions: Bank of Georgia and TBC Bank. Utilizing a multi-method qualitative approach (including discourse analysis, social media monitoring, expert interviews, and segmented in-depth consumer interviews), the study explores the delicate boundary between a brand’s personalized care and the invasion of consumer privacy.

The paper offers readers a critical perspective on the “personalization paradox” and the gaps that exist between marketing promises and operational realities. It answers pressing questions regarding how the “illusion of personal dialogue” is constructed within mass channels and how different generations of consumers react to the use of a friendly tone by financial institutions. Ultimately, this research serves as both a practical and theoretical guide for anyone interested in modern PR, digital media management, and consumer psychology.