Browsing by Author "Abdulaziz Dino"

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    Acceptability and implementation of Development Journalism: the case of Radio Ethiopia.
    (Addis Ababa University, 2010-06) Abdulaziz Dino ; Mohammed Hassen
    This research attempts to assess the level of acceptability as well as the level of implementation of development journalism by Radio Ethiopia in general and development journalists in particular. It mainly examines the views, perceptions and experiences of development journalists by using in-depth interviews, focused group discussions, personal observation and document review. In the in-depth interviews and focused group discussions deliberately selected development journalists were made to reflect their genuine views and perceptions concerning development and development journalism, and the relevance of practicing development journalism in the media. They were also made to reflect their role perceptions and their practical roles as a development journalist. As for the emphasis given to rural development reporting in the Ethiopian government media, Radio Ethiopian journalists also reflected much about the level of emphasis the media and journalists have given to rural development reporting in particular. In this regard, intensity of their inspiration and the media's tendencies in assigning journalists to rural have been analyzed. The research also attempted to examine the major challenges throughout the practice of development journalism. The findings show that development journalism is well-accepted as relevant and essential to the media, and hence, to Ethiopia. Yet it is misrepresented by deconstructing and then reconstructing it in a way it looses its widely accepted versions which allow significant amount of criticality. Moreover, development journalism is mistreated and the quality of the practice has not been adequately valued by potential stakeholders: the government, the media, journalists, and journalism education schools in Ethiopia. At the end, the research suggests possible pOints of action as to secure the acceptability and the quality of the practice of development journalism in Ethiopia.
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    Analysis of Barriers in Employees-Passengers Communication in Air Transprtation: Ethiopian Airlines in Focus
    (Addis Ababa University, 2023-06) Habtamu Melkamu; Abdulaziz Dino
    The objective of this research is to analyze the barriers for employees-passengers communication effectiveness in Ethiopian airlines at AABIA. To do so, the researcher used four communication dimensions (i.e., technology factors, employee attitudes, customer responsiveness and communication skills) as a key measurement based on his observation and having a review of previous related works.To undertake the study, a questionnaire was designed and employed in Likert scales. Interview was also used. Total samples of 384 passengers were selected roughly out of 18,750 population and 360 valid responses were collected from Ethiopian Airlines passengers. Interviews were also conducted with 10 customer service officers of Ethiopian Airlines at AABIA. A descriptive statistic was used by using SPSS software version 26. The descriptive statistic result showed that on the barriers that affect employees-passengers communication effectiveness at Ethiopian Airlines’ overall mean value is 3.08 with a moderate level of agreement which includes: the overall mean for the employee attitude (3.80), communication skill (3.01), customer responsiveness (2.76), and technology factors (2.62). The result shows the correlation coefficient between effective communication and customer responsiveness have a positive moderate relationship (r=0.711, P=00.000); effective communication and technology factors have positive moderate relationship(r= 0.788, p=00.000). Furthermore, communication skills and effective communication have positive strong relationship(r=0.888, p=00.000); employee attitudes has also a positive strong relationship with effective communication (r=0.898, p=00.000). The Overall findings provide significant support for the technology factors, employee attitudes, customer responsiveness and communication skills influenced the effectiveness of employees-passengers communication at Ethiopian Airlines.
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    Analysis of Major Communication Challenges For Girls’ Educational Empowerment: The Case of Plan International Ethiopia’s Project, Guangua Woreda, Awi Zone, Amhara Regional State
    (Addis Ababa University, 2022-05) Melese Negash; Abdulaziz Dino
    The main objective of this study was to analyze major communication challenges for girls’ empowerment and attitudes of society towards girls’ empowerment. The study examined and analyzed the major communication challenges and barriers for girls’ empowerment, communities’ attitude towards girls’ empowerment, communication strategies for girls’ empowerment employed by Plan International Ethiopia and feasible communication strategies for girls’ empowerment. The study employed both qualitative and quantitative methods of research. 210 sample respondents were selected by systematic random sampling technique for survey questionnaire. Secondary sources, key informant interview and FGDs were also utilized for collecting the necessary data. Participants of key informant and interview were selected by using purposive sampling technique. Qualitative and quantitative data analysis procedures were employed for data presentation and analysis. It is found out that culture; lack of awareness and the actual social status of the girls are the main communication barriers in girls’ empowerment. Community conversation sessions and champions of change strategies in different clubs with active participations of girls were the main communication strategies of the project. Improved the level of accessibility of the project, existence of dynamic and reliable participation of different stakeholders and incorporate more girls who are outside of schools are the main areas of increasing the feasibility of communication strategies for girls’ empowerment.
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    Analysis of Public Relations in the New Age of Artificial Intelligence (AI): The Case of Selected Public Relations Professionals in Addis Ababa.
    (Addis Ababa University, 2024-06) Mahder Haddis; Abdulaziz Dino
    AI (AI) is swiftly remodeling many industries and promising to significantly affect the sphere ofpublic relations (PR). While AI gives new capabilities that might enhance the work of PR experts, itsintegration additionally introduces challenging situations that practitioners ought to cautiously copewith. The overarching purpose of this research is to conduct an evaluation of both the opportunitiesand challenging situations associated with adopting AI technologies in the PR industry. Theresearcher employed a qualitative method, conducting interviews with 20 PR specialists who arecurrently using numerous AI tools in their day-to-day work. Additionally, a review of academicliterature was on established PR theories in relation to modern AI capabilities. Findings from theinterviews revealed major areas where AI is proving beneficial by using big data, to conduct mediamonitoring, sentiment analysis of large datasets, 24/7 content generation and rapid responsecapabilities. Professionals noted these applications have allowed them to dedicate more efforts torelationship building andstrategicplanning.However, challenges associated with AI adoption werealso identified through the discussions. Issues such as potential biasinalgorithmsdueto lack ofcontextual understanding, loss of the human touch in communication, and ethical concerns arounddata privacy emerged as areasrequiring address Based on these qualitative findings, a number of keyrecommendations were proposed. It was advised that PR practitioners develop expertise in AI toavoid over-reliance, carefully select tools proven to avoid bias, and continue focusing on essentialhuman qualities like empathy which technology cannot replace. Ethicalguidelines for data use andstrategies for human-AI collaboration were also suggested. Areas for future research identifiedinclude more rigorous testing ofAI tools before adoption, studies on job disruption versusenhancement, as well as education programs to build practitioner competencies working with AI. Key Words: AI, Public Relations, Big Data.
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    Analyzing the Role of Public Relations in Enhancing Tourism Stability During Political Crisis: The Case of Addis Ababa’s Tourism Industry
    (Addis Ababa University, 2025-06-01) Meshkura Mukemil; Abdulaziz Dino
    This study examined how public relations (PR) contributed to strengthening the resilience of Addis Ababa’s tourism industry during political crises. Specifically, it focused on PR strategies implemented during the Tigray Conflict and the post-conflict recovery period. A mixed-methods approach was used, combining quantitative surveys and qualitative semi-structured interviews to evaluate the effectiveness of key PR strategies in managing the impact of political crises. Additionally, content analysis of news releases and social media posts during the major crises (2020–2024) was conducted to examine secondary data. The study was guided by key theoretical frameworks, including Mitroff’s Five-Stage Crisis Management Model, Situational Crisis Communication Theory, Resilience Theory, and the Public Relations as Management Function Theory. These frameworks provided a comprehensive understanding of how PR strategies support the tourism sector during times of political instability. The research targeted individuals directly involved in tourism crisis communication, yielding 150 responses—representing 88% of the targeted sample. The findings revealed that public relations played a crucial role in maintaining tourist trust, minimizing the negative effects of political crises, and preserving Ethiopia’s image as a travel destination. Case studies of the Tigray Conflict (2020–2022) and post-crisis recovery efforts highlighted the use of consistent PR strategies that facilitated tourism recovery. Insights from surveys, interviews, and document analysis emphasized the importance of crisis communication, media relations, stakeholder collaboration, social media engagement, and reputation management. However, challenges such as inconsistent social media activity and weak stakeholder coordination were also identified. Overall, the study concludes that the survival and recovery of the tourism sector were heavily dependent on effective PR practices, including timely messaging, strong media engagement, real-time updates, and strategic branding. It recommends enhancing social media strategies, improving collaboration among public, private, and media sectors, and ensuring transparent and continuous communication through established protocols and advanced digital tools.
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    Assessing contents and utilization of social behavioral change communication materials and media messages on HIV/AIDS, in Addis Ababa city Administration, HIV/AIDS prevention and control office
    (Addis Ababa University, 2020-10) Daniel Betre Melese ; Abdulaziz Dino
    The study aimed at assessing contents and utilization of behavioral change communication materials and media messages on HIV, in Addis Ababa city administration HIV/AIDS prevention and control office. The recent HIV/AIDs status in the city administration, specially the most at risk population group, has a potential to affect the image of the city. This was the main reason to conduct this study. City administration HIV/AIDS prevention and control office and sub cities were taken as the focus of the study because the duty of directing, coordinating and implementing the city Administration HIV/AIDS policy was given by federal HIV/AIDS prevention and control office. The study employed qualitative research method in order to gain an in depth data about contents and utilization of behavioral change communication materials and media messages in the city Administration. Key informant interview, focus group discussion and document analysis were the research instruments that have been used for this study. In order to gather the intended data fifteen key informants were selected by using purposive sampling technique. Samples were selected both from city administration HIV/AIDS prevention and control office and five sub cities. Regarding document analysis radio and TV spots, life skill and peer education manuals, newsletters and broachers were selected purposefully and analyzed based on parameters of communication analysis. The collected data were organized according to the research questions and categorized under related data in a theme wise. The study also found out that sub city officers were not had a role of preparing behavior change communication materials and media messages depend on the real situation of their environment. Commonly most at risk population group were not happy to discuss on these communication materials because of their financial, out date of the materials and their educational problems. In all level of the office structure, there is no strong written monitoring plan or plan of action or system to understand the messages achieved their objectives or not. Finally, recommendations are forwarded regarding communication strategies, plans and tools.
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    “Assessing the Public Relations Practice and challenges of Ethiopian Meteorology Institute”
    (Addis Ababa University, 2024-06) Fekadeab Alemayehu; Abdulaziz Dino
    This study assesses the public relations (PR) practices and challenges faced by the Ethiopian Meteorology Institute (EMI). The general objective is to evaluate the current state of PR in EMI, while the specific objectives include examining the PR tools used by practitioners, assessing the effectiveness of these practices, and identifying the challenges encountered. A descriptive research design was adopted, utilizing stratified random sampling to ensure representation across EMI's diverse departments. Data collection involved both primary and secondary sources, and a mixed-methods approach was used for analysis. Quantitative data were analyzed using SPSS, while qualitative data from interviews were interpreted thematically. Findings reveal that EMI employs various PR tools, such as social media, press releases, newsletters, and community events, consistent with global best practices. However, the effectiveness of these tools is perceived as low, with significant internal communication issues identified. Challenges hindering EMI's PR practices include the lack of a formal PR strategy, resource constraints, poor internal communication, and external barriers such as public distrust, limited media coverage, language barriers, and misinformation. The study recommends establishing a formal PR strategy, improving internal communication, building strong media relationships, addressing language barriers, combating misinformation, and investing in continuous professional development for PR staff. Implementing these recommendations can enhance EMI's PR effectiveness, ensuring that crucial weather information reaches the public, thereby contributing to a more resilient Ethiopia.
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    An Assessment of Public Relations Practices: The Case of Ethiopian Federal Police Commission Public Relations Practices
    (Addis Ababa University, 2021-03) Biniam Kassie ; Abdulaziz Dino
    Public relation is basically image building of any company or organization through various communication tools. The roles of public relations are establishing relationships with media organizations and, creating awareness to the public. Similarly, police institutions need public relations officers or directors to work with the public and other key organizations. And this practice of public relations is vital in pursuing their job well on both securing peace and stability and building the image of the commission. This study examined the issues pertaining to the activities of public relations practice in the context of the Ethiopian Federal Police Commission. A conceptual model derived from the review of literature that focuses on the organizational and public relations characteristics, communicators and public relations practice were used to guide this research. The qualitative approach was employed to collect and analyze data for the study. The data were collected through interviews with PRs Manager, media workers. The results of the data analysis showed that the practitioners are fairly trained. The PR department formed its own policy frameworks, regulations and communication infrastructures; however, there are some public relation activities practiced by the commission command unilaterally to serve different purposes particularly in communicating the public. As it was discussed under the conceptual model, the findings showed that the interaction between the internal and external environments on the communication activities seemed neglected. The practitioners are directly or indirectly have been influenced by senior or higher administrative staffs. For this reason, the public relations activities were not applied in accordance with the demand of the field public relations in the commission. Lack of man power (PRs) and financial resources are also the major problems for the communication aspects. As practitioners and journalists implied “Even if there were some documents which show outputs compiled by the organization within the past forty years, the amount is negligible and they were simply shelfed and brought to Ethiopian broadcasting corporation. Recent documents are seen in the library. In addition, it is assumed that the commission was open for and ready to interact with outside nongovernmental and governmental bodies without any shared vision through the public relations; however, most of the available collaborators’ public relations do not align with the agenda of the commission's public relations and this caused the commission public relations to be challenged by improper professionalism and untrained manpower and communication gaps with other organization public relations. Moreover, the public relations activities and strategies well designed in a way that they either attract or accommodate any external co-workers and collaborators without any shared visions using various public relations tools. Implications and recommendations were suggested in accordance with the major findings.
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    Assessment of the media practitioners' understanding of corruption: The case of broadcast media
    (Addi ababa university, 2022-09) Abdleselam Ansar; Abdulaziz Dino
    The main purpose of this study was to assess the understanding of media professionals towards corruption,in Ethiopia as it‟s a widely spread national problem, therefore the researcher wants to assess and explore the merit and de-merit of the media itself and professionals in combating corruption and their understanding of corruption. the role of media professionals and their contribution to the fight against corruption. The study used the qualitative research method. The researcher conducted in-depth interview, with twelve respondents selected purposively for their relationship with the issue of investigative reporting and investigative journalism. And focus group discussion,with fifteen randomly selected media professionals. And also there was a questionnaire to gather information from 60 media professionals with different experiences. The interview was taken by prepared/semi-structured questions for journalists. The finding of the study revealed that there are gaps in the media sector, anticorruption reportings were used for accusing, and targeting a specific political entity or individuals rather defending the public interest. The participants of the research mentioned different gaps in different sectors, however, the media, journalists, and other concerned bodies need to work with coordination to counter corruption and abuse of power. Based on the results of this study, no one can argue that media professionals do have or do not have a good awareness of corruption, its types, and its activities. But, corruption has different faces. For combating corruption the media and its professionals need to play their extraordinary role. Journalists should respect professional ethics and be a voice for the voiceless of the society. The media and concerned bodies should help journalists with their investigative reporting. The research suggested that professionals need to have a safety assurance for the sake of the public interest as they are confronting treats from different corrupted individuals.
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    Assessment on the practice of Ethiopian Road Safety TV Programs: Cases of WALTA & EBS
    (Addis Ababa University, 2020-06) Frezer Zewude ; Abdulaziz Dino
    Traffic accident became one of the problems which need greater attention and strategic work to solve it. Currently more than 5000 people die in a year in Ethiopia. The purpose of this study is to examine how Ethiopian road safety television programs particularly kehiwot seleda television program of EBS and Guzo television program Produced by FTA and transmitted via walta road traffic accident and road safety issue framing from September 2018 to August 2019. The study raised three research questions and answered in the data analysis and finding part of the study. Quantitative and qualitative content analysis of 31 program episodes of Guzo and 11 program episodes of kehiwot seleda and depth interview with experts from media and related stakeholders utilized for the study. The study shows that both television programs media coverage time is too small and there is a gap in the story source and frame distribution too. kehiwot seleda television program of EBS stories framed according to human interest frame but lack pre- preventive stories. Guzo television program Produced by FTA and transmitted via walta stories mostly framed in educative advocacy and more the third part of the program አንድ ለመንገድ (And lemenged) spots framed in educative advocacy frame. The researcher concludes with recommendations for both road safety programs to design the stories suitable to different age level of society, to shape the programs in better format which can attract audiences and focus on pre- preventive work.
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    Brand Management and Communication Strategy in a New Market Context: A Case Study of Ahadu Bank S.C
    (Addis Ababa University, 2024-04) Endale Dejene Tadesse; Abdulaziz Dino
    In today's fast-paced market environment, effective brand management and communication are crucial for the success of Ahadu Bank S.C. With a diverse range of stakeholders, including 32 banks, 18 insurers, and 48 microfinance institutes, the bank's organizational structure is complex. The bank's workforce comprises 125 managerial staff and 600 non-managerial staff, totaling 733 employees. This study examines the brand management and communication strategy of Ahadu Bank S.C, a new entrant in the Ethiopian banking sector. The study aims to identify the tools used by the bank, challenges faced, and the effectiveness of its social media usage. The survey had a response rate of 86.5%, with 346 completed forms analyzed using descriptive statistics. The study found that Ahadu Bank S.C's brand management and communication strategy was effective in building brand equity, with higher scores for brand communication strategy, brand positioning, and market characteristics. The analysis also showed significant correlations between independent variables and brand equity. The study highlights that Ahadu Bank S.C's brand management and communication strategy has been successful in building brand equity, with a strong focus on brand communication, positioning, and market characteristics. The study also emphasizes the importance of maintaining a favorable brand image, executing communication strategies, addressing obstacles, and harnessing social media platforms. The study concludes that effective brand management and communication strategies are crucial for Ahadu Bank S.C's success in the new market. The study recommends that the bank should conduct regular market research to understand customer needs and preferences, develop targeted marketing campaigns to reach a wider audience, enhance social media presence by posting regular updates and engaging with customers, and implement effective communication strategies to address customer concerns and build trust. Overall, this study provides valuable insights into Ahadu Bank S.C's brand management and communication strategies in a new market context, highlighting challenges and opportunities faced by the bank in establishing its presence and reputation in the Ethiopian banking sector.
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    Content Analysis and Audiences Opinions on EBC “Wulo Adar” TV Program in Promoting Ethiopian Culture.
    (Addis Ababa University, 2024-04) Marye Erkyihun; Abdulaziz Dino
    This study attempts to analyze TV programs produced and broadcasted by EBC focusing on Wullo Adar entertainment TV program in promoting Ethiopian Culture with an objective to explore the focus areas of the "Wulo Adar" TV program content, evaluate viewers' opinions regarding the program's quality and value perception on promoting Ethiopian culture, identify challenges faced by the program and explore opportunities in achieving its objectives of promoting Ethiopian culture. The study used convergent mixed design using both quantitative and qualitative content analysis methods. One year broadcasted programs of Wulo Adar, Questioners, and interview were instruments used to collect the data. Findings from the broadcasted programs revealed that ethnic representation primarily focuses on Benishangul Gumuz and Sothern Nations Nationalities and Peoples groups, with some groups receiving lower and no representation at all. The program's narrative themes predominantly revolve around social topics. Social context and relevance are maintained through a mix of cultural awareness and social dialogue elements. Community involvement relying on inputs from community members and journalists, less emphasis is placed on cultural institutions and experts. The finding from audiences shows majority of respondents are male, aged 21-30, married, with a Bachelor's degree, and self-employed. Most watch the program several times a week through online platforms. Ratings indicate mixed perceptions on program quality, with higher entertainment and educational value. Visual/aesthetic settings are favored. A notable portion engages in discussions about the program. The program is considered important for preserving and understanding culture, though attitudes toward other cultures and acceptance of diversity vary. The interview focused on challenges and opportunities for the Wulo Adar TV program in promoting Ethiopian indigenous culture. Challenges were categorized into pre-production, production, and post-production phases. Pre-production challenges included budget constraints, lack of attention from management, and security issues. Production challenges involved location selection, technical execution, and lack of crew diversity. Post-production challenges encompassed decision-making in editing and distribution issues. Opportunities identified included audience engagement, competition, multimedia platforms, increased accessibility, and easy feedback collection. The finding implies that there is a need for more balanced inclusion of ethnic representation and to address the identified challenges while leveraging the highlighted opportunities to enhance the Wulo Adar TV program's effectiveness in promoting Ethiopian indigenous culture, fostering social dialogue, and engaging diverse audiences in meaningful ways. Key words; Culture, Ethiopian culture, media content, impact
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    Evaluation of Mental health awareness and reconciliation issues on the “Ye Erq Maed” Radio Program: The Case of Fana Broadcasting Corporate
    (Addis Ababa University, 2024-05) Remla Kedir; Abdulaziz Dino
    The primary objective of this study was to evaluate the effect of the "Ye Erq Maed" radio program in promoting mental health awareness and reconciliation among its listeners, while also examining the alignment between the program's content and the intentions of its producers. The research was conducted in Addis Ababa city, specifically in Akaki Kality Subcity Woreda 12, employing a comprehensive mixed-methods approach. For data collection, a purposive sampling technique was utilized, resulting in the selection of 52 respondents who were administered a well-designed questionnaire. These participants were carefully chosen based on their relevance and potential insights into the program's impact. Additionally, in-depth interviews were conducted with two key informants who possessed specialized knowledge and personal experiences related to the program. By incorporating both quantitative and qualitative data collection methods, a more comprehensive understanding of the program's effectiveness and alignment with its intended goals was obtained. To supplement the primary data, document analysis and an extensive review of related literature were undertaken. This allowed for a deeper exploration of the program's content and objectives and provided a broader context for interpreting the research findings. The qualitative data collected through in-depth interviews was presented using descriptive narration, offering a rich and detailed account of the participants' perspectives and experiences. On the other hand, the quantitative data obtained from the questionnaires was analyzed using Google Forms and presented through visually engaging pie charts, graphs, and tables. The findings of the study revealed that the "Ye Erq Maed" radio program has the potential to inspire positive changes and has been influential in raising mental health awareness and fostering reconciliation within the community. The program's content was found to be aligned with the intentions of its producers, indicating a coherent approach in achieving their objectives, which included increasing awareness about mental health, distinguishing it from mental illness, and promoting reconciliation among couples and family members. As the program continues to grow and evolve, it possesses the potential to make a substantial and lasting impact on the well-being and relationships of its audience, further enhancing mental health awareness and fostering a sense of reconciliation within the community.
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    Exploration of Dehumanizing Propaganda on Media during the Ethiopian Civil War in Tigray:
    (Addis Ababa University, 2023-09) Fuad Muna Argaw; Abdulaziz Dino
    Dehumanization propaganda is a type of propaganda that represents the target enemy as a non-human creature. This makes people more comfortable taking heinous measures against the dehumanized group. The study examines the types and indicators of dehumanization during the war period using qualitative and quantitative content analysis and in-depth interview methods. Considering the level of saturation, 50 news stories about the war are sampled from each TV station and 10 participants, mostly with journalism backgrounds, are selected for the in-depth interview. The types of dehumanization, ways of description, and dominant texts are assessed. The study found both media outlets used mechanistic dehumanization in an explicit way. Words were the main dehumanizing texts used on both media outlets. The study measured frequently used dehumanizing words on both media outlets. The mouthpieces of dehumanization and the sources of dehumanizing text are also examined. The research established the existence of a dehumanized framing of the other group on both media outlets. The Ethiopian war in Tigray was accompanied by a media war between the federal government and the TPLF. This war by media, with the actual war on the front, creates dehumanizing propaganda of one group against the other. ETV and TTV were among the media outlets that participated in the dehumanization propaganda. The study recommends all stakeholders of media outlets to take extra care from using dehumanization propaganda.
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    Framing of Identity and Boundary Disputes by Regional Media in Ethiopia: Amhara TV and Tigrai TV in Focus
    (Addis Ababa University, 2020-10) Fasikaw Tadesse ; Abdulaziz Dino
    In recent years many were attacked and displaced due to their identity in different parts of Ethiopia. Clashes associated with ‘identity and boundary questions’ cost the lives of many peoples, especially in Amhara and Tigrai regional states. The media having a pivotal role in calming down such kind of situation rather worsen the causality. This research critically explored how regional media, particularly Amhara TV and Tigrai TV framed ‘identity and boundary questions’ from September 1, 2018- March 30, 2019. Informed by framing and political economy theories, the study applied both quantitative and qualitative methods to achieve the objective of this study. Sixty purposively selected news stories from both media were analyzed and interpreted to examine types of news frames and news sources used while reporting such issues. The findings of this study showed the media employed various types of news frames to attain their interest. While Amhara TV focused on broadcasting the ‘identity’ based killings and jailing, Tigrai TV’s framing stressed on identity questions of Ethiopian’s were already solved and associated the issue with the federal government meddling. The research concludes that both media institutions employed several framing technics that would harm the coexistence of people and puts recommendations on how to alleviate the gaps.
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    Gender Related Challenges Women Public Relation Professionals in Ethiopia Encounter: Case of Selected Women in Federal and NGO Offices in Addis Ababa
    (Addis Ababa University, 2021-06) Hawi Serbessa ; Abdulaziz Dino
    Women, in public relation professional development have significant contribution, however their contribution is not properly recognized and acknowledged. Globally, the public relations profession is attributed feminine characteristics as the profession in many countries is dominated by women. Though women have the largest share in the professionals count, but they hold only one third of the leadership positions. This research aims to examine gender related challengs women in PR professions experience throughout their professional journey. For this research, selected women from federal offices and Non- Governmental Organizations (NGOs) are targeted. The research has employed qualitative research method to acquire relevant information as the subject under study is social issue; behaviors, attitude, norm and practice. Accordingly, the researcher has conducted 8 in-depth interview and 1 FGD with purposely selected PR practitioner women from 9 federal offices and 4 NGOs. According to the information from research participants, women are naturally gifted with communication qualities and are more privileged for the profession given their talent. However, their number in the profession is low in government offices, but better in NGO sectors. In both government and NGO environment, women‟s representation in leadership positions is very low. The research findings revealed that, women in PR in general and women working in the targeted government offices and NGOs, in one way or another, face gendered challenges throughout their journey in the profession. These challenges include; stereotypes that hamper their career development, being undervalued, expectation of extra commitment by women leaders which is not usually expected from the men leaders. Moreover, the research participants reported that many women in the profession experience sexual harassment which is considered as normal by their colleagues.
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    Media and Social Responsibility:
    (Addis Ababa University, 2022-09) Dagim Teka; Abdulaziz Dino
    The purpose of this thesis was to investigate the role of FM 96.3 radio program. Qualitative method used to achieve the research aims and objectives. The data gained through both primary and secondary sources. The study carried out by using purposive sampling. In this study, the researcher collected all available materials that are closer to and more relevant to the subject. Relevant data were gathered from two sources: primary and secondary data sources. Content analysis conducted to study media social responsibility in the case of FM 96.3 YEGNA BET radio program. The findings showed that YEGNA BET started the YEGNA BET radio program to fulfill its social responsibility. Another motivation for producing and broadcasting the YEGNA BET radio show is to fulfill FM YEGNA social responsibility as a public radio station. Another reason is that it wants to be an alternative family program for the audience. The YEGNA BET radio program, produced and broadcast by FM 96.3, is a program to reduce the negative impact of social media on children, to create civilized citizens, to build a healthy family, and to be a competitive media. In addition, based on the data gathered thus far, it indicates that the contents of the YEGNA BET program are marriage, society's role for children, holidays and togetherness, marriage and expectation, what we live, what we have, how to help victims of the war, and Ethiopian social values. The YEGNA BET radio program produces and broadcasts information that meets professional standards of truth, accuracy, neutrality, and balance. Since academics have used these worldwide dimensions to investigate social responsibility in the media, Furthermore, journalists have various possibilities to develop and broadcast the YEGNA BET radio show. In addition, there are difficulties in creating and airing the YEGNA BET radio show due to the journalists' lack of experience, the audience's ignorance of the topic under debate, and the lack of continuity of the program.
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    Media Campaign Strategies for Awareness Creation: Focus on Some Organizations Working on Road Safety in Ethiopia
    (Addis Ababa University, 2024-05) Yamrot Nigussie; Abdulaziz Dino
    The study aimed to investigate media campaign strategies for awareness creation: at Federal Transport Authority (FTA), Traffic Management Agency (TMA) and Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS) organizations working on Road Safety in Ethiopia, thus, examine the awareness creation activities, identify media utilization performance, describe strategic media campaign practice & identify the challenges in strategic mass media campaign practices of the three. . The study employed descriptive research design and mixed research approach along with primary source of data and questionnaire and key informant interview as data collection instruments. These data were analyzed using descriptive statistics which is significantly supported by evidence in the form of tables, frequency and narrative forms. The total of 60 employees from the study organizations were participated using census method. The findings of the study reveals, road traffic crash conditions in Ethiopia require change, but, there is no use of adequate road safety awareness creation activities. The study also has found that face to face, mass media, internet & social media are used by all three organizations with varying degrees. In a view of print media, however TMA has a good trend of practical use that reach a specific target. The study has found that BIGRS have the strongest overall media campaign strategy compared to FTA and TMA. The study also assured that, the strategic media campaign practices were the use of data to design media campaign. However, budget constraint, lack of coordination and planning and knowledge of how to manage a successful media campaign were challenges of strategic mass media campaign in Ethiopia on the Road Safety. Thus, allocate sufficient budget for awareness-raising initiatives, provide capacity-building trainings, and conduct impact assessment on the respective media campaign programs & making the best and most accurate media selection were the forwarded recommendations by the researcher.
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    Official Facebook Public Relation Impact Assessment: The Case of Ethiopian Federal Police
    (Addis Ababa University, 2024-04) Yeshwas Brhanu Lama; Abdulaziz Dino
    The study has identified in detail the Ethiopian Federal Police's inability to capitalize on the advancements in modern media and communication. Department leaders and media and communication specialists at the Ethiopian Federal Police headquarters make up the study's target informants. The inquiry has employed qualitative methodologies. Focus groups, questionnaires, interviews, and other methods were among the many techniques the researcher employed to gather data. The researcher then applied these approaches by coding the data using various clustering and classification schemes. The papers thorough analysis reveals both the organization's shortcomings and its virtues. In addition to analyzing the barriers inhibiting the Ethiopian Federal Police from taking advantage of the advancements in digital communication, this study looked at the relevance of news and related items posted on the official facebook page. EFP tends to use Facebook more than other new media platforms, according to the study's results. The addressability, accessibility, and user-friendliness of Facebook make it the preferred platform for the EFP. Despite leaders' superfluous engagement, lack of professionalism, outdated technology, and an unpleasant working atmosphere in the new media department, it nevertheless plays a consistent role in bridging the divide between the public and the police. According to the majority of respondents and a content analysis of security and law enforcement-related publications, there is stillroom for improvement regarding the EFP Facebook page's benefits. Data and research from the police organization indicate that people are willing to engage with the police in order to learn about security and public safety. Nevertheless, the response from the security establishment is inadequate. The purpose of police information is to elevate the public's perception of the police based on the findings. For EFP to effectively combat crime and manage an organization that is successful, public relations is essential, which makes social media use crucial. With regard to follow-up training and experience exchange, the organization hopes to give stakeholders further possibilities. The Facebook page should select competent and seasoned editors, reporters, assistant producers, and producers to enhance EFP's online visibility.
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    The Opportunities and Challenges of Facebook, Telegram and Youtube on Journalistic Practice: Walta Media and Communication Corporate in Focus
    (Addis Ababa University, 2021-09) Solomon Aynishet ; Abdulaziz Dino
    The main objective of the study was to assess The Opportunities and Challenges of Facebook, telegram and YouTube on Journalistic Practice: Walta Media and Communication Corporate in Focus. The study examined journalists' social media utilization for their day to day journalistic practice, how social media is changing the ways in which journalists' information gathering and reporting process, and what are the opportunities and the challenges for journalistic practice in social media era. The participants for this study were a total of 40 which had been selected using purposive sampling technique. Questionnaires were distributed to 40 journalists. In addition, five senior journalists were interviewed for triangulation purpose. The finding reveals that the role of the social media in the traditional media setting is considered both as challenge and opportunity. Of the total 40 respondents, 89.6% are considering it only as an opportunity, but 89.9% sees it as a challenge. The rest consider it neither as an opportunity, nor as a challenge. The study finds out, despite recognizing the significance of the social media, both journalists and the media houses have not been exploiting the potential of the social media to the best of their interest. Therefore, it needs proper training, attention and leadership both from the media houses, journalists, researchers, educational institutions as well as policy makers at large