Browsing by Author "Alemnew, Zewdu"

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    Exploring the Practice of Government Public Relations: The Case of FDRE Prime Minister’s Office Press Secretariat
    (Addis Ababa University, 2019) Alemnew, Zewdu; Jemaneh, Agaredech (PhD)
    PRs practice in Ethiopia in general government offices in particular is still in the infant stage. Unfortunately, all the regimes that assumed power during those times implemented public relations fully depriving its professional nature and undermining its roles. The current government system affirmed that government communication will not be a propaganda machine anymore. So as to show the commitment, the reformed government reorganized a new government communication by dissolving the former Government Communication Affairs Office. The main purpose of this study is to explore the practice of government PRs in the case of Federal Democratic Republic of Ethiopia- Office of the Prime Minister. The research studied how the Prime Minister Office Press Secretariat practices PRs activities, what the major PRs tools are used by the Prime Minister Office Press Secretariat, how the internal staffs view the importance of PRs, and the challenges to implement the PRs practices. The research employed a qualitative research approach, wherein, in-depth interview, focus group discussions (FGDs), document analysis and observations were used as data gathering instruments. The study used qualitative case study research method. With regard to the sampling procedure, thirteen managers, senior experts and practitioners of the Press Secretariat were selected for interview using purposive sampling techniques. The researcher has also conducted one FGD with other staffs of the Secretariat with a total number of six participants. The FGDs have been made for the purpose of triangulation. The study showed the practice of PRs the newly formed PM office is on type of PRs model which is called Public Information Model of Grunig and Todd Hunts that is mainly focused on one way communication. Besides, the press secretariat uses different communication tools such as press release, press conference, media relation, photo exhibition, and others to reach the public but the press conference is seldom organized by the department. Moreover, the Press Secretariat has been challenged with the political appointment of managers and practitioners, negative image of the public towards government communication, limited communication and flow of information with regional states and other stakeholders, and lack of professionalism. The study recommended that the press secretariat to implement a two way symmetrical communication model, and organize the office with professionals, and develop a communication strategy. Key words: Public Relations, Government Communication, Press Secretariat