Browsing by Author "Gutema, Abebe"

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    Assessment of Perceptions in PR-Journalist Relationships: The Case of Oromia Government Communication & Selected Afan Oromo Media
    (AAU, 2020-07) Gutema, Abebe; Shiferaw, Yohannes (PhD)
    There is a widespread distrust and suspicion between public relations practitioners and journalists around the world. The two sides largely perceive each other negatively. Their relationship is paradoxical as it involves both cooperation and conflict. Especially in countries like Ethiopia, where government PR and state media dominate the fields, their relationship is expected to be bad. This study aims to assess the perceptions in PR-Journalist relations between OGC practitioners and Afan Oromo journalists working in OBN & EBC. The study used mixed method approach and data are collected from 90 respondents and informants working in the three institutions using questionnaires and in-depth interviews. The results have shown that lack of professionalism, misunderstanding of each other’s roles,unethical practices and state ownership of the media are affecting their perceptions. Specifically, the study indicated that journalists are more suspicious of PR practitioners (57 percent of the respondents), both are dissatisfaction with each other’s contributions (62 percent of journalists & 81 percent of PR practitioners), and government ownership of the media is negatively influencing their perceptions (responded by 50 percent from both sides).Based on the findings, the researcher recommends establishing regular tripartite review meeting forum, providing selected and practical training about roles of both sides and ensuring trust by meeting professional standards.