Browsing by Author "Gebru, Amanuel (PhD)"
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Item An Assessment of Crisis Communication Preparedness: the Case of Selected Ministries of fdre(2021-07) Kefale, Dese; Gebru, Amanuel (PhD)Crises can occur in any organization or individual at any place and time. Since they attract media attention and public scrutiny, an organization must be prepared to react and communicate quickly and effectively to protect their reputations and survivals. However, Ethiopian organizations are striking by an unceasing wave of crisis which heavily affects their reputation and relationship with their stakeholders. Therefore, this study was intended to assess the Crisis Communication Preparedness of Ministries of FDRE. To achieve this objective, the researcher employed Explanatory Sequential Methods Design with a mixed-method research approach. The necessary data were collected through a survey questionnaire and in-depth interview. A simple random sampling technique was used to select the number of Ministries used for the study. From the total of 20 Ministries, 10 Ministries were chosen as a representative sample. A sample of 50% was considered adequate to be able to generalize about the nation's ministries. There were 125 PR experts in the selected Ministries. All of them were selected purposefully for the questionnaire. PR directors of each Ministry were chosen as key informants purposefully for the in-depth interview. The quantitative data were analysed using SPSS version 23. The qualitative data were analysed using qualitative thematic analysis methods. Accordingly, the findings of this study show that Ministries of FDRE have very poor preparation for crisis communication. Specifically, there is no system of assessing early warning signal detection mechanism before the actual occurrence of a crisis in the majority of Ministries of FDRE. Moreover, the study found the absence of a crisis communication plan, trained crisis communication management team, trained crisis time spokesperson, and Pre-draft crisis management messages including content for dark websites and templates for crisis statements in almost all Ministries of FDRE. Regarding channels of communications, the study found that all Ministries of FDRE are ready to use both traditional and new media for crisis communications. But, there is no Ministry that has created a separate website for crisis communication only. The thesis forwarded recommendations focusing on the findings for Ministries of FDRE. Finally, the researcher suggested a further study on the effectiveness of crisis communication strategies, the effectiveness of the crisis communication practices, and stakeholders‟ readiness for crisis communication.Item Business and Economics Journalism: State of the Art at EBC(Addis Ababa University, 2018-06) Dadi, Getahun; Gebru, Amanuel (PhD)The purpose of this research is to examine the practice of EBC business and economics reporting. The study evaluated the academic background of news reporters, professional competence of journalists, the way of presentation, the balance between local and international news, source of the news and challenges of reporting. The most relevant theoretical frameworks of agenda setting and framing have been employed. Qualitative data gathering techniques including focus group discussion, in-depth interview and content analysis were conducted. The findings of the study revealed reporters’, editors’ and media leaders’ capacity limitation and absence of academic background and specialized knowledge on business and economics field. Similarly, journalists lack interpretation skill for in-depth analysis on economic issues. And absence of knowledge gap among journalists and professionalism.Item Corporate Reputation of Commercial Bank of Ethiopia(Addis Ababa University, 2018-11) Tadesse, Abiyu; Gebru, Amanuel (PhD)The general objective of the study was investigation of corporate reputation of Commercial Bank of Ethiopia. To carry out this study the researcher used quantitative approach. The data collection instrument used were questionnaire and interview schedule. The total survey sample population consisted of 250 customers and employees of Commercial Bank of Ethiopia. From the distributed questionnaire 232 of them properly filled and returned back. The data obtained from the sample was analyzed using descriptive statistics (frequency, percent, mean and standard deviation) and inferential statistics more specifically correlation and regression. The findings indicated that the individual dimensions of corporate reputation had positive and significant relationship with the composite dimension of corporate reputation. Further regression analysis showed that the six pillars of corporate reputation explained by 79.4 % of the dependent variable. Moreover, based on the finding of the study recommendations are presented. Commercial Bank of Ethiopia and board of the Commercial Bank, board of directors and process council members should work on maintaining the emotional appeal of customers, employees and managers to maintain corporate reputation; work to deliver quality products and service to customers, employees and managers to maintain corporate reputation; work financial performance of the bank to maintain corporate reputation; should address vision and leadership to maintain corporate reputation; work to improve work place environment to maintain corporate reputation; work to maintain social responsibility to maintain corporate reputation. Key words: corporate, reputation, reputation quotients, commercial bank of EthiopiaItem Crisis Communication: A case study of the Integrated Master Plan Crisis in Oromia regional state(Addis Ababa University, 2018-06) Gebeyehu, Minale; Gebru, Amanuel (PhD)Crisis communication is an important part of public relations that could have either constructive or risky consequences based upon the action that an organization acts in response. This study aimed to find out the crisis communication management of the Oromia state government. Theories of crisis management and crisis communication were employed to identify models of best practices for crisis management and to apply these models to analyze the effectiveness of government’s response to the crisis due to the new integrated master plan, a master plan for Addis Ababa city and towns on the outskirts of the city. A content analysis of 58 articles from five newspapers; Reporter, Capital, Addis Zemen, Fortune, and Barissa, was conducted to examine how government responded to the crisis of integrated master plan. Results revealed that government’s response incorporated both best practices of crisis communication, as well as crisis responses that could be categorized as unethical. Such unethical responses included evasion of responsibility, attack of the accuser, minimization, and denial, while effective crisis communication tactics consisted of updating the public in a clear and concise manner, acknowledgment of mistake, and expressing sympathy and concern. In-depth interview were also conducted with eight participants from public relation practitioners to examine the communication strategies employed in the different phases of the crisis, the effectiveness of crisis communication strategy, media usage, influence of organizational culture in crisis communication, and stakeholder’s consideration. Results revealed that different media were employed during the crisis period, organizational culture has influenced crisis management and communication, and the role of stakeholders was mostly considered from an organization’s perspective and stakeholders were seen purely as receivers of organizational messagesItem Evaluating the Practices of Media Relations in Federal HIV/AIDS Prevention and Control Office (FHAPCO)(Addis Ababa University, 2018-11) Humnesa, Kumeshe; Gebru, Amanuel (PhD)The study aimed at evaluating the practice of the media relations in Federal HIV/AIDS Prevention and Control Office (FHAPCO). The current wider prevalence of HIV/AIDS in Ethiopia especially in urban and industrial zones though it was somehow possible to culminate it before was the main reason to conduct this study. FHAPCO was taken as the focus of the study because the duty of directing, coordinating and implementing the country's HIV/AIDS policy was given by Ministry of Health (MoH). The study employed qualitative research method in order to gain an in depth data about the practice of media relations in the specific organization. In-depth interview and document analysis were the research instruments that have been used for this study. In order to gather the intended data ten respondents were selected by using purposive sampling technique. Samples were selected both from FHAPCO and journalists. Regarding documentary analysis two documents, which had different message contents, were selected purposefully and analyzed based on parameters of media content analysis. The collected data were organized according to the research questions and categorized under related data in a theme wise. Increasing public awareness, provide useful information in attractive and persuasive way and facilitating ART (anti retrieval treatment) was the main media relation goal of FHAPCO. There is no well-organized and documented media relations plan in the organization however, FHAPCO used the media relations forum plan as its media relations plan of the organization. Two-wayItem Investigation of the Challenges of Inter-Organizational Communication Beteween Addis Ababa City Roads Authority and Water and Sewerage Authority(AAU, 2021-07) Mebratu, Tsehayetsidik; Gebru, Amanuel (PhD)The increase in the complexity of societal problems that even a large actor cannot solve alone has caused pressure on many sectors, organizations and entities making the need for collaboration to be more urgent. This is because collaboration enables merging financial and human resources, and expertise needed to tackle complex problems. However, the increased failure of inter-organizational communication requests greater consideration and investigation of the challenges in inter-organizational communication. The purpose of this study is to investigate the challenges in inter-organizational communication at management and employee level in the two selective governmental organizations. To fulfill this purpose, inter-organizational communication towards Addis Ababa City Roads and Water and Sewerage Authority was used as a case study. The empirical data also showed that there are challenges in both the management and employee level in inter organizational communication. Some of these challenges are similar for both levels in the two selective governmental organizations while others are different. Further, the study also found that political influence is a major challenge in inter-organizational communication. The study makes a contribution to the adaptation of the Thomson and Perry (2006), model of inter-organizational communication process. The adapted model in the study serves to enlighten communicators that challenges in inter-organizational communication are inter-linked.Item Job Satisfaction of Radio Journalists and The Determinant Factors int he Ethiopian Broadcasting Corporation National Radio Service(Addis Ababa University, 2017-06) Kebede, Asegid; Gebru, Amanuel (PhD)The purpose of this study was to find out the job satisfaction level and primary causes of it among the radio journalists of Ethiopian Broadcasting Corporation, Radio Ethiopia. Being one of the journalists in this same organization, the researcher has been able to obtain all the required support from both the individual journalists and the management of the corporation in all aspects. Having all this favorable conditions the researcher employed a mixed research approach so as to fully entertain the problem in focus. To this end, 48 journalists have been selected using a systematic random sampling method to fill a questionnaire, and about six people were purposely selected for interview i.e. a director, a technician, a sound and documentation team leader, a senior reporter, and two senior editors. The major findings of the study were low job satisfaction of journalists which were caused by the working conditions, organizational system, and relationship with immediate line managers/editors/supervisors. More specifically, the compound of the organization where the journalists are currently working lack modern facilities, adequate logistic services, necessary inputs, etc. Besides, the journalists were denied of benefit packages such as insurance coverage, house allowance, and transportation allowance contrary to senior and middle level managers of the corporation. The other major cause in relation to the organizational system was lack of consistent guidelines in the reward, promotion, evaluation, and assignment of employees in general and the journalist in particular creating lots of dissatisfaction. Due to this reason the majority of the managers in the corporation were rated much less than the majority of experienced and competent journalists. The poorly rated management was identified as the major cause for the dissatisfaction and cause of conflicts. And the possible strategies to reverse the dissatisfaction of staff were expected to come from the top management of the corporation.Item Marketing Public Relations: In the DH GEDA Business Group(Addis Ababa University, 2019-06) Demeke, Lessan; Gebru, Amanuel (PhD)This research sought to examine the status and role of public relations in a private business organization with a focus of DH Geda Trade and Industries PLC. Public relations practice go a long way in creating unimaginable reputation for the organization. The study employed mixed approach. Primary and secondary data relevant for the study was generated through structured questionnaire and in-depth interview. The target population for the study was 76. The study sample was a total of 32 respondents comprising of 29 permanent employees and 3 managers. Purposive sampling technique were used to select the research sites (DH Geda Trade and Industries PLC), while a simple random sampling techniques were used to select the respondents. Descriptive method of data analysis was used. The data obtained from the study were presented and analyzed thematically. The findings shows that the organization did not implement marketing public relation strategy and functions and also they do not use any social media and online communication systems, rather they works more on marketing activities like managing sales teams, leading the staff members, communicating and somehow promoting and advertising organizational products on broadcast media. In terms of smooth or good relationship with its publics as well as building trust and reputations by taking corporate social responsibilities in the company are in question. Based on the survey findings, the researcher concluded that in DH GEDA Business Groups, Marketing Public Relations Strategy were not practiced in a proper way. To overcome the stated problems the researcher recommends that there is a need to provide training support as well as awareness creation to all employees and management teams, regarding Marketing Public Relations Strategies, functions and activities. Key words: Public Relations (PRs), Integrated Marketing Communication (ICM), Marketing Public Relations (MPR)Item The Practice of Government Public Relations: A Case Study of Benishangul Gumuze Regional Government Communication Affairs Bureau(Addis Ababa University, 2018-06) Mammo, Sisay; Gebru, Amanuel (PhD)Public Relations is a fast growing profession worldwide. Nowadays government organizations use it as a lubricant to achieve their goal and objectives. The existing socio-economic factors influence every organization to practice the PR based on current local and global situation. The Benishangul Gumuze regional government communication affairs bureau has established PR office and hired practitioners. But there is a serious professional gap in implementing the PR practice, particularly standing for mutual beneficial relationship between the government and the public. Taking this in mind, the main objective of this study was to assess the PR practices of the bureau. While the research anticipated to assess the practice of PR, it also attempted to see the professional gaps of the regional government communication affairs bureau. The study employed qualitative method of study. Relevant primary data was generated through in-depth interview, focus group discussion and document review. The in-depth interview was conducted with 15 key informants. Likewise, focus group discussions with six discussants. Besides, several document such as reports, magazines, proclamation have been examined as both primary and secondary source of data. In terms of sampling purposive sampling method applied for this study. Such technique of sampling helps to obtain multiple ranges of information and different views on the subject. The data obtained from study were presented and analyzed thematically. The finding of this study showed that the bureau`s PR practice is more aimed at serving the regional government, rather than standing for mutual beneficial relationship of the government and the public. Moreover, basic PR models and communication evaluation was not applied in the bureau. As a result, bureau`s PR practice appears to be traditional rather than professional. The study concludes by suggesting improvement to help the bureau, better serve the people and government equally.Item The Practice of Government Public Relations: A Case Study of Ethiopian Government Communication Affairs Office(Addis Ababa University, 2017-12) Mulatu, Shimelis; Gebru, Amanuel (PhD)The purpose of this study is to examine whether the PR and communication practices of the Ethiopian GCAO is responsive to the diverse information needs of the public. It attempts to explore the efforts and the overriding challenges the GCAO is facing to reach out and communicate with citizens in concomitant with the constitution’s stipulated rights. Moreover, the study will be conducted based on the two way symmetric public relations model, where public relations departments give equal emphasis to the interest of the public as that of the institutions. In-depth interview and document analysis are tools used to conduct this study. With regard to in-depth interviews, six key informants were selected by the researcher in consultation with the organization being studied. The informants were selected by their assumed critical role to play in the Government Communication Affairs Office. Generally, as a qualitative research, data was gathered in the aforementioned tools and interpretive analysis was made. While collecting, analyzing and interpretation of the data, common procedures were observed. In the in-depth interviews, for example, consensual semi-structured interviews were recorded and additional notes were taken to strengthen them. The recorded interviews in turn were transcribed; thematic areas were translated into English by the researcher and narrated; the data were categorized into themes; and interpretive analysis was made afterwards. As to the document analysis, four useful documents supporting the research were reviewed all of which have to do with government public relations, media and communication practices either directly or indirectly related with GCAO and the country as well. This was purposely done to gain an insight into the environment in which the public relations practices are conducted in government organizations of which one is GCAO of Ethiopia. The findings of this research have revealed two things. Firstly, they ascertained the existence of challenges in the Office which has kept perceptions about government public relations very distorted among the public. Second, despite achievements to transform government public relations, what has largely emerged is a change in formrather than in content as compared with past public relations practices. Factors ranging from lack of transparency, poor understanding of PR role, and non recognition of PR as a management function are challenges identified. Additionally, political, economic and cultural conditions as well and poor information and communication infrastructures coupled with legal structures are other factors hampering the progress of government public relations practices.Therefore, the researcher finally recommended GCAO to work in a professional and responsible manner and, for instance it should focus on education based assignments rather than appointing the well-connected to positions they do not merit. The process of “building a society enriched with information and actively participate in the country’s affairs” as a stated goal cannot be achieved without clearly defined policy and communication strategies as well.Item The Practices and Challenges of Public Relations on Marketing and Promoting Tourist Destination Sites in the case of ANRS Cultural and Tourism Bureau(Addis Ababa University, 2011-05) Gedif, Fekadu; Gebru, Amanuel (PhD)The main objective of the study is to examine the practices and challenges of public relations on marketing and promoting tourist destination sites in the region in the case of ANRS Cultural and Tourism Bureau. Most importantly, it examine the major public relations activities practiced in the bureau on marketing and promoting tourist destination sites in the regions, the roles of public relations practitioners do bureau on marketing and promoting tourist destination sites, and the challenges of public relations on marketing and promoting tourist destination sites in the region. The study used both qualitative as well as quantitative method, and the data collected through questionnaire and interview. Then, the quantitative data was analyzed comparing the mean with the expected mean and one-sample t-test, and the interview data also analyzed through word description. Finally, the study found out that there was practice of public relation in tourism bureau especially on marketing and promoting tourist destination sites in Amhara region. There was different communication tools in order to marketing and promoting tourist destination sites such as TV program, radio, prints, You Tube and others though the effort that was made in Gonder city by far than Bahir Dar city because Gonder city’s promote tourist destination sites through BBC and CNN. Besides, there were executive and technician roles of public relations in their bureau on marketing and promoting tourist destination sites though their effort was not found to be significant. However, most of the interviews indicated that the public relation officers were assigned without their profession and they did not have managerial role in the bureau, so they are working as technician. In addition, there were challenges of public relations on marketing and promoting tourist destination sites. These can be lack of understanding among the staff (i.e. both top managements and staffs), lack of equipments and resources, and others. Hence, we can assume that the public relation practitioners’ had faced challenges that affect marketing and promoting of tourist destination sites in the region. Finally, possible recommendation forwarded.Item Public Relations Professionalism in FDRE Ministries: A Study on Four Ministerial Offices(Addis Ababa University, 2019-06) Adane, Getasew; Gebru, Amanuel (PhD)The main objective of this study is to appraise the PRs professionalism practice in FDRE government ministries through such dimensions of PRs professionalism including professional education, availability of standards and code of ethics, autonomy, serving the public interest and existence of professional association. The study assessed four FDRE ministries PRs directorates by using a cross sectional survey study among the existing 20 ministries in the country. It used a descriptive method based on purposive sampling which is part of a non random technique. The study is a mixed type of study but inclined more towards a qualitative style having quantitative aspect. The study result grabbed from 30 questionnaires distributed for the PRs practitioners, five FGDs made with PRs practitioners and five interviews data conducted with three PRs directors in the target study area as well as two informants at AAU, SJC. Since this study is an appraisal about the professionalism of PRs; it is not expected to be a comprehensive study about PRs professionals’ themselves or issues related with professionalization uphill of the PRs profession. In relation to the education background of the PRs practitioners the study finding shows among the 30 questionnaire respondents 25 (80.6%) of them have BA/BSc and four (12.9%) of them are MA holders. Again among the total 30 respondents 17 (57%) of the practitioners were teachers, three (9.7%) of them came from journalism and communication, and 10 (33.3%) joined from a wide-ranging of work background. Even though there is a reasonable educational background and prior work experience; the actual PRs practice lacks attention, understood by the public as a governmentmouthpiece, lacks skillful practitioners, didn’t maintain by extensive professional training, follow-up and care from the government and lacks center of excellence for its professional growth and experience sharing among practitioners. Besides to this, the usage of standards for PRs work is found at low level since the actual situation is dominated by customary practice than strategic issues in each organization. Independent work and role in stakeholders’ activities also face bottlenecks to the PRs professionalism practice. The only positive result obtained from the study is the existence of practitioners’ attitude to serve the public at large. Nonetheless, the FGDs and interviews conducted with PRs practitioners; PRs directors and academicians at AAU, SJC so as to triangulate the data confirm that PRs has to wait long time to attain a professional status. It is found at its infant stage in the FDRE ministries and thus it needs to get favorable situation from the government, nurtured by PRs association and feed by higher institutions. At last, the student researcher believes the study would give a glimpse of facts about PRs professionalism in FDRE government ministries and help to point out the PRs professionalism gap in relation to the actual standard usage and ethical level of the professionals. Besides to this, it surely used as a springboard to further studies either by Ethiopians or overseas informants in the field of PRs professionalism in other governmental offices as well as private organizations.Item The Relationship between Press Freedom and Human Development: Evidence of East African Countries(Addis Ababa University, 2017-12) Ejigu, Abraham; Gebru, Amanuel (PhD)This study attempted to establish a nexus between the three dimensions of press freedom (Economic, political and legal environment) and human development taking five year data from Six eastern African countries. Both Correlation and multiple regression panel linear regression analysis methods were employed. Preliminary tests of statistical assumptions were conducted to determine the use of data appropriate methods. The results indicate that consistently with the extant literature both political and economic dimensions of press freedom are important predictors of human development. However the legal environment failed to qualify as explanatory variable. Similarly qualitative analysis was also conducted through in depth interview with key informants of Ethiopian media practitioners who were picked up purposively and similar results were obtained which reinforce the output of the econometric analysis except deviation on the variable of legal environment. Recommendations for further research are presented based on the limitations noted. Keywords: press freedom, economic environment, political environment, legal environment human development.Item Stakeholder Communication within Road Transport Sector: The Case of Oromia Transport Authority and its Private Sector Stakeholders(Addis Ababa University, 2018-06) Alemu, Netsanet; Gebru, Amanuel (PhD)Road transport is a multiple stakeholder sector in Oromia. Private sector organizations play a vital role in the sector including the provision of products and services and they have a powerful influence on road safety outcomes and the incidence of road traffic accidents. However, even if there are multiple stakeholders who have roles of ensuring traffic safety in the region, ensuring traffic safety has been very challenging and the severity of the problem is increasing from time to time. Thus effective communication among diverse stakeholders is crucial. This research examines the stakeholder communication that has taken place between OTA and its private sector stakeholders particularly, Driving Schools, Vehicle Inspection Organization and Public Transport Association by exploring the ongoing practices on message development and communication channel used. Both Qualitative and quantitative approach was followed with the objective of gathering data from participants. The interviews and document review focus on addressing the main research question and the aim of this study. The findings have shown that there are improvements in engaging and informing private sector stakeholders. OTA used both rich and less rich media however, there are still gaps in message development and choosing appropriate communication channels. Hence, OTA still needs to improve its communication message development, choose appropriate communication channels.Item The Strategic Role of Media Relations in Corporate Communication: The Case of Ministry of Revenues(Addis Ababa University, 2019-06) Gedlu, Ziyen; Gebru, Amanuel (PhD)The fundamental role of media relations is to publicize the activities of the organization. The Medias on the other hand are expected to use diverse sources in order to present different sides of the story. This leads to a good relationship between practitioners and journalists. The organization needs media as a channel to broadcast its message or print its message while the media need information from organization transmit to public. The main purpose of this study is to explore the strategic role of media relations in corporate communication of Ministry of Revenues. Research questions were raised in the study in order to meet the objective of the research. The researcher has customized the qualitative method to explore the role of media relations and data to be collected in the Ministry. There are models relating to corporate communication specially media relations were widely discussed in the literature review part. The researcher used the Grunig and Todd Hunt models. Data were collected through qualitative type of research methods, individual in- depth interviews and document analysis which helps for crosschecking media relations outlets and tools to reach the target audiences are used. The study has also forwarded recommendations that have a common understanding between the public and organizations symmetrical communication is very important. This helps to minimize misunderstanding between public and the organization. Keywords: Corporate communication, Media relations, Qualitative research, AcknowledgementItem A Study of Professional Self-Identity in Fana Broadcasting Corporate(Addis Ababa University, 2018-01) Fikre, Masresha; Gebru, Amanuel (PhD)The aim of this study was to survey professional self-identity in Fana Broadcasting Corporate. Data were collected through questionnaires that were designed, translated into Amharic, tested and distributed to journalists working in Amharic, Afan Oromiffa, Somali and Afar languages. Analysis of data was made by SPSS using descriptive, mean procedure with eta and eta squared measure of association. The result showed that FBC journalists valued different professional self-identities in terms of cognitive and normative dimensions such as considering journalism as a profession, expressing themselves as a professional journalist, committed to serve the public, exercise professional autonomy partially, introduce themselves and the media when they are gathering information from the sources and respect the right and secrets of confidential sources. They also had more value on the importance of journalism education and those who categorized themselves as a Journalist preferred the profession because of its prestige and had absolute pride in their profession. Based on the finding the research recommends further studies on FBC journalists’ professional self-identities comparison with that of journalists in other parts of Ethiopia and the world and also the social context, both the media house and the society influence on the professional self - identity of FBC journalists should be studied.Item Study of Public Relations Practices in Building University Image: The Case of Bule Hora University(Addis Ababa University, 2019-06) Asfaw, Chala; Gebru, Amanuel (PhD)This study examines the practices of relations in building university image; the case of Bule Hora University.Then the objective of this study was to identify to what extent the PR department of Bule Hora university is engaged in image building, self-auditing and follow up, what image building practices are used by the public relations of Bule Hora University and to establish how to use the university’s Public relations practices and its activities serve the vision and mission of the university. So to accomplish this objective and come up with the findings, the study employed qualitative research methodology. Accordingly primary data was collected through, FGDs and individual in-depth interviews. In this study, purposive and snowball sampling methodology were adopted. The target groups for this study were the academic staff, public relations staff and Management staff of Bule Hora University. Secondary sources like empirical literature and other documents were used to include the relevant data and strength the study. Concerning the data analysis mechanisms all conversations and discussions were recorded in two languages, Amharic and English. The Amharic version was translated to English Language. The findings demonstrate that Bule Hora University uses different public relations practices in building organizational and university image. Among this public relations practices the university uses the practice of making media relations, panel discussions, two–way communication styles, fast and productive, establishing effective relations with the university publics and using university website as best public relations strategies. The roles of these PR practices in building university image are attracting the university internal and external publics and stakeholders. Also the finding shows that the PR department of the university is highly engaging in image building by self-auditing, follow up and self-assessing in the situations for its effectiveness. Finally, this study suggested that the challenges and weaknesses of public relations in building the university’s image. Among this limitations ;lack of enough skilled human power who are acting as public relations practitioners, unrelated field of study with the subject of public relations and budget problems.