Browsing by Author "Gebru, Amanuel (Phd)"

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    Assessing the Role of Media Relations in Public Mobilization: The Case of the Grand Ethiopian Renaissance Dam
    (AAU, 2020-06) Zewdu, Alemseged; Gebru, Amanuel (Phd)
    Media relations is basically working with media. It is a specialized branch of public relations aiming at building relationships with media in seeking coverage of news. Similarly, journalists need public relations officers or directors as the source of their news package. And this relationship is crucial in pursuing their job well on both sides. The main focus of the study is to assess the media relations role of the National Council for the Coordination of Public Mobilization for the Construction of Grand Ethiopian Renaissance Dam Public Relations and Media Communication Directorate. The study employed mixed method of research to give an answer for the research questions in the study and assess the role of media relations in the construction of GERD. The data were collected from 43 journalists and PR director of the National Council purposefully to meet the objectives of the study. The findings were compared with the literature review and theory. The researcher revealed that the National Council has developed relationships with key journalist and the media based on a shared news agenda and is serving as a trusted source of information for journalists. The study concluded that MR practices of the office are not making the journalists’ job easier in delivering news packages on time and the PR tools used by the office have lack of quality. Finally, the study forward recommendations for the National Council Public Relations and Media Communication Directorate to enhance and maximize its media relations practices in building tight relationships to influence the media agenda in the construction of the GERD.
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    Assessing the Role of Media Relations in Public Mobilization: The Case of the Grand Ethiopian Renaissance Dam
    (AAU, 202-06) Zewdu, Alemseged; Gebru, Amanuel (Phd)
    Media relations is basically working with media. It is a specialized branch of public relations aiming at building relationships with media in seeking coverage of news. Similarly, journalists need public relations officers or directors as the source of their news package. And this relationship is crucial in pursuing their job well on both sides. The main focus of the study is to assess the media relations role of the National Council for the Coordination of Public Mobilization for the Construction of Grand Ethiopian Renaissance Dam Public Relations and Media Communication Directorate. The study employed mixed method of research to give an answer for the research questions in the study and assess the role of media relations in the construction of GERD. The data were collected from 43 journalists and PR director of the National Council purposefully to meet the objectives of the study. The findings were compared with the literature review and theory. The researcher revealed that the National Council has developed relationships with key journalist and the media based on a shared news agenda and is serving as a trusted source of information for journalists. The study concluded that MR practices of the office are not making the journalists’ job easier in delivering news packages on time and the PR tools used by the office have lack of quality. Finally, the study forward recommendations for the National Council Public Relations and Media Communication Directorate to enhance and maximize its media relations practices in building tight relationships to influence the media agenda in the construction of the GERD.
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    Critical Examination of Communication Strategy of Ministry of Peace
    (AAU, 2019-09) Bersunega, Firesenbet; Gebru, Amanuel (Phd)
    This study critically examined the strategic communication of the Federal Ministry of Peace. The Ministry of Peace of Ethiopia has a number of tasks that need to be exercise so that it can be effective in achieving peace and stability through communication. Therefore, it is true that there is also a demand for communication. As a result, this study investigates the depth of communication practices. Data collection has done through a deep interview. Intensive interviews, FGD and document analysis were research tools used for this study. Ten respondents have selected a purposive sample collection to collect the intended information. These samples have taken from the Federal Peace Ministry’s Public Relations Experts, and section counsel. The information collected has wisely based on the questions raised in the study. Regarding documentary analysis, documents with different messages, the draft strategic communication plan and content has selected based on communication content analysis. Increasing developing existing values of peace, enhancing the culture of respect and tolerance of the community, providing constructive information for peace building, were the main tools and goals of the Ministry of Peace. The study confirmed that there is a draft strategic communication plan in the organization. The Federal Ministry of Peace did not measure the activity and presentation of strategic communication. The message it delivered did not guarantee that it would be fully accessible to a community. No attempts try to check whether the messages delivered for the target people properly or not. Generally, the practice of strategic communication of the organization is still not maintained. In the end, suggestions would make on the recommendations of communications, planning, and accessibility tools.
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    The Practice of Integrated Marketing Communications: The Case of Ethio Telecom
    (AAU, 2020-06) Masresha, Metages; Gebru, Amanuel (Phd)
    Now a days, integrated marketing communication is becoming a necessary condition for the existence of an organization. Knowing its immense value, many organizations of the world have been practicing for their marketing communication purposes. The intent of this study was to explore the practice of IMC in ethio telecom. To this end, the researcher employed qualitative research approach and in regard to generating data from interviewees, an in-depth interview, document analysis, and observation were conducted. Accordingly, an in-depth interview was conducted with purposively selected staffs, company’s profile document was reviewed and personal observation was conducted. The findings of this research indicated that digital marketing, sales promotions and sponsorship are the most widely utilized MC instruments. On the other hand, public relations, trade shows and packaging are not extensively and frequently exploited. The utilization of personal selling and direct marketing is limited to key account customers and it is not inclusive of all customers to an individual level. The entire level of practice of IMC from the perspective of stages of IMC framework in ethio telecom is slow moving. In stage one, integration of all marketing communication instruments to provide a consistent message for audiences is not full-fledged. In stage two, there is no regular assessment conducted on customers about IMC practices. As to stage three, there is utilization of ICT for the marketing communication activities. Call center service and social media are mostly utilized channels. Stage four has not yet attained that there is no measuring return on customers about IMC. Staffs have positive perceptions towards the implementation of integrated marketing communications in ethio telecom explaining their agreement that IMC has much benefit in saving resources, making easy work relations as well creating integrity with various stakeholders. As to the impediments of practicing IMC, the monopoly nature of the company, absence of marketing communication plan and lead time, presence of technical jargons, and lack of technical trainings were baldly mentioned by interviewees. This study finally recommended that the entire integrated marketing communication activities should be conducted on the basis of comprehensive planning and structural flaws shall be ameliorated. Moreover, frequent assessments about marketing communication activities on customers shall be made. Lastly, the researcher suggested further study on examining the effectiveness of marketing communication instruments, and integrated marketing communication for employee motivation.
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    The Use of Social Media as a Public Relations Tool at Ethiopian Ministry of Innovation and Technology.
    (AAU, 2019-06) Yitayew, Wubareg; Gebru, Amanuel (Phd)
    The technological advancement of the 21stcentury has revolutionized the communication environment in such a way that government communication has been migrated from offline into online. The use of social media in government communication has resulted in the use of blogs, twitter, Instagram and Facebook as a Public relations (PR) tool for organizations. Therefore, The purpose of this study is to explore and evaluate the use of social media as a Public Relations tool in Ministry of Innovation and Technology. As it is seen in literature in developing countries social media practices do not have a good record, Ethiopia as developing country shares same problems in the sector. A qualitative research approach was used to explore the use and practice of social media in depth. Primary data was collected using Interview, and document review was used for collecting secondary data from the literatures. The researcher developed a qualitative interview based on the practice of the PR department. The open-ended questions were asked to purposively selected participants like PR professionals and IT experts that are working in the PR department of MOIT. The researcher also conducted review of internal documents to triangulate and supplement the data obtained from the interview. For the data presentation and analysis thematic analysis was used because this has an ability to analyze the qualitative data. The findings revealed that social media platforms are moderately implemented in each phase of project implementation of MOIT in internal publics and policies and procedures are in place and implemented accordingly, but there are no standards, legal and regulatory framework for the social media platforms development. The interaction has been more from the organization to the public with few responses from the public. The researcher recommended that there should have been a need for more two way interaction between the organizations and their publics. This research recommends that the proper implementation of social media principles and more platforms are required, and standard i.e. ‘social media implementation guide’ in order to evaluate effectiveness and make improvements has to be established for future usage.