Browsing by Author "Wossen, Endalkachew"

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    The Role of Public Relations Activities in Promoting Biodiversity of Ethiopia with Focus on Biodiversity Institute of Ethiopia
    (Addis Ababa University, 2019-06) Wossen, Endalkachew; Abota, Arka (PhD)
    Ethiopian Biodiversity Institute (EBI) has been serving as preservation and conservation of biodiversity in Ethiopia since its establishment ,therefore, the research mainly emphasis on assessing the role of public relations activity in line with promoting Biodiversity of Ethiopia nationally and globally. In other words, the general objective of this study is to discover how the existing public relations activities are implemented awareness creation purpose in EBI currently. In principal, the researcher has used qualitative research method approach and document analysis method. Data needed for this study were primary source of data and secondary source of data. The data collection tool was in-depth individual interview during the study. The number of respondents which were selected for in depth interview were 20 by using purposive sampling technique, in this case, researcher has analyzed the interview responses gathered from interviewees qualitatively. Besides this, secondary source of data gained from library of the Institute and public relations department were reviewed qualitatively as well. The finding of the study showed that public relations practitioner has not carried out the research with regard to identifying the appropriate public relations activities which can be compatible with the nature of the EBI, therefore, PR activities and its tools were an obstacle to draw a picture about biodiversity of Ethiopia in the mind of public. Generally, the concerned people could not get the significance information about Biodiversity as it is a part of human being from Ethiopian Biodiversity Institute lately. As a result, researcher has recommended that knowledge, attitude and practice analysis should be considered during designing the strategic communication activity because strategic communication is the key activity for awareness creation, besides this, corporate social responsibility activity should be applicable in face to face communication activity with target audience.