Journalism and Communication

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Evaluating the practice of PR in customer compliant handling: The Case of Commercial Bank of Ethiopia”
(Addis Ababa University, 2025-04-10) Behailu Eyosyas; Amanuel Abdissa
This study examines the effectiveness of Public Relations (PR) work in handling customers' complaints in the Commercial Bank of Ethiopia (CBE) case. With an awareness of the significance of customer satisfaction as a key driver of banks sector success, the study aims to investigate complaint management practices, identify areas where improvement can be made, and examine the role of PR in the development of a good customer relationship and organization's reputation. Using mixed-methods, 141 bank customers were surveyed with structured questionnaires and employees and stakeholders with key informant interviews. Quantitative testing using SPSS showed moderate perceptions of efficiency in complaint management and handling with substantial variation allowing for improvement. The study illustrates technological integration and responsiveness is significantly perceived to be favorable, yet the remaining areas within the clarity of communication, speed of response, and transparency of process. The study identifies the strategic importance of PR in managing customer perception, crises’ reputation management, and building trust. The recommendations are for incorporating new technology tools, standardizing complaint procedure, augmenting staff training in empathetic communication, and incorporating mechanisms of continuous feedback. The research contributes in building the overall knowledge regarding service quality improvement in developing economies and offers practical implications for bank organizations that seek to strengthen customer loyalty through effective public relations and complaint handling practices.
Public Perception of Branding Strategies Implemented by the Addis Ababa City Administration, Ethiopia
(Addis Ababa University, 2025-04-10) Siymay Girmay; Abdisa Zerai
In the 21st century, cities compete not only for economic growth but also for reputation, identity, and global recognition. City branding has emerged as a strategic tool to craft a distinctive urban image and stimulate socio-economic development. This study critically examines the public perception of branding strategies implemented by the Addis Ababa City Administration in Ethiopia, a rapidly urbanizing African capital. Despite the city's efforts in beautification, infrastructural investment, and promotional campaigns aimed at repositioning its global image, there is limited empirical evidence evaluating how these strategies are perceived by the public and how well they align with community values, civic pride, and urban identity. Grounded in stakeholder theory, participatory governance, and place identity frameworks, this research adopts a mixed-methods approach, integrating both quantitative survey data from 194 administrative officials and qualitative interviews. The study assesses public awareness levels, the alignment of branding messages with community expectations, and the perceived impacts on city image, pride, and trust in local governance. Key findings indicate that while branding initiatives have enhanced Addis Ababa's visibility, challenges remain in ensuring inclusivity, cultural representation, and coherence between administrative intent and citizen experience. The analysis reveals a gap between top-down strategy formulation and grassroots engagement, with public perception influenced by factors such as transparency, message consistency, and sociopolitical dynamics. Furthermore, the study highlights the need for more participatory and adaptive branding approaches that reflect the city’s diverse cultural heritage and evolving socioeconomic landscape. The implications of the findings are significant for urban policymakers, communication strategists, and branding practitioners seeking to foster sustainable, inclusive, and authentic city identities. This research contributes to the growing body of African urban branding literature and offers a contextualized model for understanding the dynamics between administrative branding efforts and public sentiment in emerging urban centers.
Digital Marketing Public Relations in Ethio-Telecom: A Case Study
(Addis Ababa University, 2025-04-30) Misganaw Asnake; Elias Worku
The study is conducted mainly to assess effectiveness of digital marketing strategies in EthioTelecom’s public relations effort to enhance customer engagement through platforms such as Twitter, Telegram, Instagram, Facebook, YouTube, and the company website. The study employed a mixed methods approach, qualitative data were gathered through interviews with three managers at Ethio-Telecom headquarters directly involved in digital marketing, PR and digital media platforms while quantitative data were collected via a survey of 364 customers using Google Forms and analyzed with SPSS. Findings revealed that Ethio-Telecom actively leverages multiple digital marketing and PR channels to promote its services, products and strengthen communication with existing and potential customers, as well as to connect with the external market environment. Despite the benefits of digital media, challenges such as fraud, technological barriers, misinformation, trust issues, cyber-attacks, and increased competition present risks to the company’s operations. The study recommends that Ethio-Telecom implement a robust digital security framework supported by skilled cyber security professionals to manage digital risks effectively. This approach will help safeguard the company’s digital presence while maximizing the advantages of digital marketing.
Evaluating External Communication: A Case Study of Ethiopian Athletics Federation with Selected Stakeholders: A Case Study of Paris Olympic
(Addis Ababa University, 2025-04-20) Tamrat Abera; Teshager Shiferaw
This research paper Evaluate external communication performance of Ethiopian Athletics Federation with selected stakeholders for last two Years. The study integrates data from EAF resource Mobilizing and communication department, selected athletes and coaches, some sport journalists, Ethiopian Athletics Federation Executive board former members and selected regional Athletics Federation representatives. Based on the data that collected from the stakeholders; the analysis done on the performance of EAF external communication in last two years. This research analyzed by using mixed (Qualitative and quantitative) research design. EAF tools of communication, the methods of communication, Challenges that faced Ethiopian Athletics Federation are illustrated. Out of 37 respondent 35; almost 95% prevailed Face book Social media plat forms and the remaining two preferred Telegram plat forms. The study identifies challenges such as lack of materials, shortage of Professionals, negative attitude towards External communication, lack of Human resources, intention of disobeying rules and regulation of Ethiopian Athlete and Coach selection scales, lack of need to improve external communication appearance and other date are stated on the research. The research also acknowledges the positive decision on Changing to external communication performance for the feature of Ethiopian Athletics Federation on the area of External communication with stakeholders. The findings of the research show that EAF’s Resource mobilizing and communication department last two Years external communication performance is poor. In order to solve such weakness, revising its strategies, minimize its conflict with stakeholders, willing to adapt change and ready to accept the public opinion, working corporately with other departments and federation’s stake holders, changing attitudes towards communication allocating modern media Facilitate and logistics to the department, Solving lack of budget and employed trained professionals, empower to exercise its power freely to maximize the performance of external communication and working with media are some of the recommendation of this research. In general the research reveals that EAF’s external communication practice against selected stakeholders (Athletes, Coaches, Medias and regional federation) is poor.
Assessment of Market Penetration Communication Strategies for Electric Vehicles Assembled in Ethiopia: The Case of Belayneh Kindie Group Electric Vehicle Assembly Plant.
(Addis Ababa University, 2025-04-20) Goshu Melisew; Gashaye Belew
This study assesses the market penetration communication strategies employed by Belayneh Kindie Group (BKG) Metal Engineering Complex Assembly Plant; a domestic electric vehicle (EV) assembler, to enhance its market presence by promoting locally assembled EVs within Ethiopia’s emerging electric mobility sector. The research is motivated by Ethiopia’s push toward green transportation, supported by favourable policies and the country’s abundant renewable energy resources. Despite Ethiopia's policy incentives, including tax exemptions for local EV production, BKG faces significant challenges in driving consumer adoption, characterized by low awareness, infrastructural gaps, and high cost. Using a mixed-methods approach, the study combined quantitative data from structured questionnaires (n=102) and qualitative insights from interviews with key stakeholders, including company officials, marketing experts, and government representatives. The research explored consumer awareness levels, perceptions, and the effectiveness of BKG’s communication tools and channels. Findings reveal that 71.6% of respondents possess only partial EV awareness, with social media (45.1%) and TV/radio (26.5%) serving as primary information sources, yet 76% report no engagement with BKG's digital campaigns. Main obstacles include high prices (43.9%), charging infrastructure gaps (20.9%), and concerns about battery life. While 86% of respondents view EVs as Ethiopia's transportation future, fragmented messaging and underutilized policy incentives hinder progress. Findings reveal that the need for integrated strategies: targeted digital campaigns leveraging influencers localized educational initiatives, and transparent cost-benefit communication. Policy recommendations emphasize expanding charging infrastructure through public-private partnerships and formalizing tax incentives. Theoretically, the study advances the “Diffusion of Innovations and Strategic Communication” frameworks in emerging markets, while practically offering a roadmap for BKG and policymakers to align communication, infrastructure, and affordability strategies, fostering Ethiopia's transition to sustainable mobility.
Investigating the Dynamics of Dialogic Communication on Facebook: In the Context of SOS Children's Villages in Ethiopia
(Addis Ababa University, 2025-04-20) Beza Teklu; Samson Mekonnen
The thesis investigated the dynamics of dialogic communication on Facebook in the context of SOS Children's Villages in Ethiopia. This thesis employed qualitative and quantitative methods to investigate the dynamics of dialogic communication. A quantitative content analysis of Facebook posts was conducted using social media analytics tools to examine post frequency, engagement metrics, and response times. Qualitative content analysis and thematic analysis were also applied to categorise and interpret the content types found in the Facebook posts. Additionally, in-depth semi-structured interviews with key stakeholders and content analysis of comments on selected Facebook posts provided further insights into the organisation's dialogic communication. This study examined the dialogic communication strategies of SOS Children's Villages in Ethiopia on Facebook, revealing a range of effective strategies that fostered community engagement and a sense of community among online stakeholders. Key findings include a significant increase in engagement metrics, alignment with the organisation's objectives and target audience, and a perceived positive impact on the organisation's reputation and ability to fulfil its mission. However, challenges such as managing comments, addressing linguistic and cultural diversity, and ensuring timely responses were also identified, providing opportunities for improvement. The study offers insights and recommendations for SOS Children's Villages and other nonprofit organisations operating in similar environments.
An exploratory study on perceived impact of esat and EBC news framing influence on Addis Ababa residents
(Addis Ababa University, 2024-08-10) Tsegalem Dagne; Yohannes Shiferaw
The goal of this study is to pinpoint the influence of framing techniques of ESAT and EBC on the perception of Addis Ababa residents. The study attempts to explore the relationship between news framing techniques of the two media and the resulting public perception, it also identify news framing techniques on public perception among the audience of the two media houses, and factors influencing the framing techniques. In order to achieve the specific purpose both qualitative and quantitative research approaches were used. To collect the essential data and information survey questionnaire and in-depth interviews were used. A questionnaire was used as scientific tool to collect data from 135 randomly selected respondents of 9 weredas among many weredas of Addis Ababa. And in –depth interview was also used to gather information from 5 purposively selected news room personnel of the two news organization. Selection of respondents was based on whether they consume news from ESAT and EBC.” Therefore 135 respondents were selected accordingly. The findings indicate that every respondent responded that news framing have influence on public perception and the difference is the degree. A lot of respondents stated that demographic characteristics and individual characteristics were the factors which affects public perception. Time constraints, editorial policy, and audience preferences were also found to be factors which affect news framing techniques in news room. And a lot of respondents stated negative thoughts were developed when they hear news from ESAT, whereas positive thoughts were developed when they hear news from EBC. The type of news framing technique used by ESAT found to be conflict framing and EBC’s found to be thematic framing. The researcher recommended not to expect scientific names or terms from respondents in order to find out the type of news framing techniques of any news media. Since news framing plays a great role, the taking care of news organizations also recommended.
Analysis of Local Television Coverage of Religious Conflicts:The EOTC Case Infocus
(Addis Ababa University, 2025-04-01) Biruk Askenaw; Yohannes Shiferaw
This thesis examines how Ethiopian mainstream media have reported religious conflicts, with a focus on the recent division within the Ethiopian Orthodox Tewahedo Church (EOTC). Specifically, it evaluates the reporting practices of Ethiopian Broadcasting Corporation (EBC), Asham Television, and Prime Television in terms of fairness, impartiality, factual accuracy, and professionalism. The study employed a mixed-methods research design, incorporating both quantitative and qualitative data. A structured questionnaire was administered to 110 respondents across Addis Ababa, and in-depth interviews were conducted with 9 news room editors, media professionals and regulatory bodies. In addition, a content analysis news stories from the three media outlets was carried out. The findings indicate that a majority of the audience perceived the media coverage as inaccurate, biased, and lacking objectivity. Interviews and content analysis further revealed editorial limitations, insufficient access to information, political interference, and the sensitive nature of religious topics as key challenges to balanced reporting. The study concludes that the selected media outlets did not meet the expected journalistic standards in covering the EOTC incident, Ultimately, Ethiopian mainstream media have fallen short of their responsibility to inform the public fairly and professionally, and recommends systemic reforms to promote more inclusive, factual, and neutral reporting on religious matters. It recommends capacity-building for journalists, adherence to editorial guidelines, and greater transparency and inclusivity in reporting religious issues.
Audience perceptions of OBN news shows Afan Oromo television in Oromia region: The case of Burayu and Holeta Cities.
(Addis Ababa University, 2024-11-10) Gemechis Tariku; Getachew Dinku
Media theory has shifted focus to how audiences create meaning, emphasizing the importance of audience interpretation of media texts. This study aimed to explore how viewers in Buray and Holte perceive OBN television’s Afan Oromo news shows. The researcher employed a mixed-methods approach, beginning with quantitative data collection through a survey of 362 respondents, followed by qualitative data from open ended questions and in-depth interviews. The quantitative data were analyzed using SPSS Version 23, while qualitative insights were gathered from purposefully selected participants. Findings indicated challenges in accessing Afan Oromo news on social media and highlighted a lack of accurate information in the broadcasts. The analysis revealed that OBN news primarily promotes government success, lacking diversity and failing to represent marginalized voices. This pointed to a positive bias towards the government and a deficiency in addressing social issues. Additionally, OBN’s reliance on audience input showed a significant gap in understanding audience satisfaction. The researcher recommends that OBN conduct regular audience research to better engage with the public and remain competitive in the media landscape.
Corporate Rebranding: - An Internal Perspective from Ethiopian Electric
(Addis Ababa University, 2025-06-10) Eleni Fekadu; Samson Mekonen
This research aimed to assess corporate re-branding from an internal perspective, with a focus on the Ethiopian Electric Utility (EEU). The study employed a quantitative research approach to examine employee perceptions regarding internal communication, leadership support, and involvement in the re-branding process. Primary data was collected through a self-administered structured questionnaire. The target population consisted of 342 employees from three selected departments Marketing, Engineering, and Communication representing the broader workforce of 1,294 employees at the EEU head office. The sample size was determined using Yamane‘s (1967) sampling formula, resulting in a sample of 184 employees. After conducting validity and reliability tests (Cronbach‘s Alpha = 0.92), 182 completed questionnaires were returned and used for analysis. Descriptive statistical analysis was performed using the Statistical Package for the Social Sciences (SPSS), and the results were presented through tables, bar graphs, and pie charts. The findings revealed that employees were not involved in the re-branding process, and the institution did not provide them with meaningful opportunities to participate. The results also demonstrated that effective internal communication plays a critical role in ensuring successful rebranding. Furthermore, the study indicated that when employees are adequately informed and engaged through training and discussion forums, positive changes are more likely to occur. The research concludes that organizational re-branding efforts are more effective when employees are actively involved, as excluding them can lead to confusion among both employees and customers. Therefore, the study recommends that EEU prioritize employee involvement in future rebranding initiatives, particularly regarding changes to the organization‘s name, colors, and logo. These findings contribute to improving internal branding practices and offer practical recommendations for strengthening institutional reforms in public enterprises like EEU.
Assessing the Organizational Structure of Ethiopian Airlines Group PR and Corporate Communications Department
(Addis Ababa University, 2022-09-10) Ashenafi Zeray; Amanuel Gebru
The aim of this paper is to look at the implementation of the organizational structure of the Ethiopian Airlines PR and Corporate Communications and it examines the causes of the overall challenges of the department structures, the decision-making process in the department, and the organizational communication of the Ethiopian Airlines PR and Corporate Communications. The qualitative research paradigm was used as a method of study. Accordingly, focus group discussions with two groups, in-depth interviews with four members of the department, and participant observations were conducted to explore employees' and management views on the operation of the organizational structure. The researcher found out that it is important to take the dominant coalition, classical and excellence theory of communication approach to organization as theoretical framework. The major findings of the study indicated that, although the organizational structures have been changed repeatedly; fundamental changes have not been achieved within the department. The structure creates a knowledge gap and external customer dissatisfaction, an unnecessary bureaucratic system of decision making, and not being represented in the organizational structure are among the main factors that affect the effectiveness of the department. There were also gaps revealed by the study like the place of PR in the organizational structure which affects the practices and the absence of public relations research in the department. Therefore, restructuring the organizational structure based on knowledge-based research, empowering the PR professionals, and updating all recent strategic information to the professionals were some of the recommendations made.
The Practice of Media And Politics in Promoting Human Rights in Ethiopia: A Case Study on EBC
(Addis Ababa University, 2024) Zelalem Kassahun Bizuneh; Agaredech Jemaneh
This study investigates the interplay between media performance, political communication, and the promotion of human rights in Ethiopia, with a specific focus on the Ethiopian Broadcasting Corporation (EBC). The primary objective is to assess how effectively the media serves as a platform for human rights advocacy and political accountability in a complex and often restrictive political environment. A mixed-methods approach was employed, combining content analysis of selected EBC news broadcasts with survey data collected from journalists at EBC and university students as well as one-to-one conversations with audiences. The content analysis focused on media framing, thematic representation, brief analysis of constitution, and visual symbolism related to human rights, while the survey explored perceptions of media freedom, political expression, and media credibility. Findings reveal that EBC's coverage of human rights is limited and often shaped by government agendas, with journalists facing editorial restrictions and legal uncertainty. Students and journalists alike perceive the media as biased, cautious, and ineffective in holding power accountable. Additionally, the Ethiopian ―political‖ landscape is seen as confusing and inconsistent to human rights, further weakening the media's ability to contribute meaningfully to civic awareness and human rights discourse. The implications of this study are multifaceted. Practically, it highlights the urgent need to strengthen the editorial independence of public media institutions. Policy-wise, it suggests reforms to enhance legal protections for journalists and ensure institutional accountability. Theoretically, the study contributes to media performance theory by situating it within the context of authoritarian states where state media and political structures are deeply intertwined. The study recommends further research into the role of private and digital media in Ethiopia‘s human rights landscape, comparative studies across regions, and longitudinal analysis to track changes in media performance. Strengthening philosophy and civic education, promoting human rights journalism, and fostering institutional transparency are essential steps toward realizing the media‘s potential in safeguarding democratic principles and human rights.
National Allegories in Selected Contemporary Anglophone African Novels (2005-2015)
(Addis Ababa University, 2024-12-01) Alem Sitot Getaneh; Molla Feleke Desta
National allegories are important critical tools in the study of postcolonial literature. They serve to examine the themes and strategies of postcolonial literary writers. This study aimed to explore the socio-historical and cultural conditions of postcolonial African nations that received huge impacts from the aggression of colonialism and the spread of imperialism by interpreting novels that are written to reveal these impacts. It was also intended to investigate the visions of contemporary African literary writers about the future goals of the post-independent nations. To address these, the study designed a textual analysis approach. The novels were selected purposively based on the significant socio-historical backgrounds they reflect. Basically, the following generic criteria were used in the selection process: the prominence/influence of the writers in modern African literature, the novels’ recapturing of the African socio-political situations, the persistence of the writers in reflecting the situations, the periodic contemporaneity and the main Anglophone literature’s regional representations. There are also specific aspects that were used to identify the allegoricity of the novels. Some of these include: the parabolic nature of the novels, the presence of satire, the presence of elements of myths and symbols, the polarized views of the characters, and the inclusion of cultural and historical references in the novels. The novels were analyzed against the idea of national allegory by employing critical reading followed by analytical interpretations. Accordingly, the authors reflect the national cultures and traditions, histories and struggles of their respective countries in the novels. Ben Okri represents the Nigerian oral traditions and the history of its ancient kingdoms in his Starbook. Ngugi wa Thiong’o reveals the conditions of Kenyan culture and history in the post-independent period in his Wizard of the Crow. He also exposes the nature of the authoritarian regime in the country under the leadership of most probably Daniel Arap Moi. Zakes Mda depicts the socio-cultural and historical conditions of the amaMpondomise people in South Africa during the colonial aggression in his Little Suns. Particularly, he unveils the impacts of colonial war against the native community. Themes like loss, exile, love of culture and history, perseverance and resilience are significantly reflected. These authors use the novels to respond to the colonial narrative against the colonized subjects and histories, the patriarchal hegemony against women, the oppressions of the ruling class against the lower class, and the arrogance of an authoritarian regime. They also show the impacts of unity and division. They reflect the tension between the ethnic, cultural and social groups that resulted from the legacy of colonialism. Lastly, they indicate their future visions for the countries. They address themes of hope, regeneration, unity, perseverance and resilience, change and transformation. Importantly, building a unified national identity through mass mobilization and organization and regenerating the past socio-political complexities for the socio-historical transformations are among the keys forwarded as solutions for the persistence crises that Africans are languishing until today. Hence, examining African contemporary novels against the idea of national allegory helps to understand the trends of development in African literature thoroughly.
Machine Learning Models for Amharic Clinical Chatbot
(Addis Ababa University, 2024-12-01) Bezayt Yewondwossen Awlachew; Demeke Asres
This master’s thesis focuses on experimenting with and evaluating deep learning techniques alongside various classical machine learning models for the development of an Amharic chatbot. The models examined include decision trees, support vector machines, random forests, logistic regression, Naive Bayes, multi-layer perceptron , and Bi-LSTM. Additionally, the research aims to identify the most effective feature extraction method. The methodology encompasses data collection, preprocessing, feature extraction, model training, and evaluation, with accuracy serving as the primary performance metric. The results demonstrated that using TF-IDF with hyperparameters 'n_estimators': 100, 'min_samples_split': 2, the Random Forest, SVM, and Decision Tree models achieved an accuracy of 0.9286, while Naive Bayes and Logistic Regression had accuracies of 0.6964 and 0.7679, respectively. Using CountVectorizer with the same hyperparameters, the SVM, Naive Bayes, and Logistic Regression models achieved the highest accuracy of 0.9286. The Decision Tree model followed with an accuracy of 0.8929, while the Random Forest model had an accuracy of 0.8214. Precision, recall, and F1 scores were also evaluated, with SVM, Naive Bayes, and Logistic Regression models showing consistently high performance across these metrics. These findings suggest that the choice of feature extraction technique and hyperparameter tuning significantly impact the performance of certain models. Interestingly, the MLP Classifier model outperformed the other models when using the TF-IDF feature extraction technique, achieving an accuracy of 0.9643, In General, from the experiment, we observed that the Bi-LSTM model performance is lower than the other models.
Marketing Communication Strategies of Global Bank Ethiopia: For Effective Customer Engagement and Brand Positioning By:
(Addis Ababa University, 2024-09-05) Henok Engda; Agaredech Jemaneh
This study aims to evaluate the marketing communication strategies employed by Global Bank Ethiopia (GBE) to enhance customer engagement and brand positioning. Utilizing a mixed-methods approach, the research involved surveys distributed to a random sample of GBE customers, semi-structured interviews with key marketing personnel, and content analysis of marketing materials. The study achieved a high response rate of 90% from 240 respondents, predominantly male (75%), middle-aged, and self-employed (75%). Analysis revealed that while GBE effectively uses a diverse set of communication channels and emphasizes digital banking solutions, significant gaps exist in the strategic objectives and operationalization of its marketing efforts. Customers primarily preferred using the bank's website/app (54.58%) and in-person interactions (26.67%) for communication, with minimal use of email and social media. A majority found GBE’s advertising campaigns ineffective (61.67%), and most respondents had only partial information about the bank’s products and services (81.25%). Trustworthiness and relevance were identified as the most appealing aspects of GBE’s marketing messages. The research also highlighted challenges such as high advertisement costs, political instability, and poor-quality supplies from vendors. Recommendations include diversifying marketing channels, improving advertising effectiveness, enhancing product information dissemination, leveraging customer feedback, maintaining trust and relevance, developing detailed strategic objectives, and adopting a strategic framework for channel selection. This comprehensive analysis provides valuable insights into GBE's marketing communication strategies, identifying areas for improvement to better align with customer needs and industry trends.
Crisis Communication Management in Commercial Media in Case of Ethiopian Broadcasting Service
(Addis Ababa University, 2023-10-15) Nafkot Tigistu; Anteneh Tesgaye
In the contemporary media landscape, fraught with challenges and potential crises that can significantly impact an organization's reputation and credibility, this thesis conducts an in-depth exploration of Crisis Communication Management (CCM) in the context of a prominent commercial media institution, the Ethiopian Broadcasting Service (EBS). Employing a qualitative research framework, the study relies on extensive interviews and two pertinent case studies to meticulously examine the multifaceted strategies employed by EBS in responding to crises. Qualitative research methodologies, such as interviews and case studies, form the cornerstone of this inquiry, enabling an exploration of the nuanced and context-specific dimensions of crisis communication within EBS. By actively involving key stakeholders within the organization, including executives, communication professionals, and journalists, the research endeavors to unearth invaluable insights into EBS's perception, comprehension, and adept management of crises within the dynamic and ever-evolving media environment. The research findings reveal that EBS employs a combination of crisis communication practices and strategies, including swift response, message consistency, and transparency. Stakeholder engagement and social media monitoring play pivotal roles in managing crises effectively. However, challenges such as rapid information dissemination on social media, limited resources, audience perception and the need for improved internal communication were identified. EBS's case studies illustrate the organization's varying responses to crises, highlighting the importance of context and adaptability. Based on the findings, this study recommends that EBS enhance its crisis communication management by investing in social media monitoring tools and training to address the challenges posed by the rapid spread of information online. Furthermore, internal communication processes should be strengthened to ensure a unified response during crises. The organization should consider developing a comprehensive crisis communication plan that incorporates lessons learned from the case studies. Finally, continued stakeholder engagement and transparency should be prioritized. This research contributes valuable insights into Crisis Communication Management within the commercial media sector, focusing on EBS as a case study. The study underscores the importance of context-specific crisis response strategies and highlights the challenges faced by media organizations in the digital age. By embracing recommended improvements in crisis communication practices, EBS and similar organizations can enhance their crisis preparedness and effectively navigate the complex media landscape, safeguarding their reputation and maintaining stakeholder trust in times of crisis.
Factors Affecting the Framing Agenda in Pre-election: A Study of the 2021 Ethiopian National Elections, with a Focus on the Ethiopian Broadcasting Corporation
(Addis Ababa University, 2024-10-05) Kidist Feyisa Shuma; Teshager Shiferaw
This study examines factors affects the framing agenda employed by the Ethiopian Broadcasting Corporation (EBC) during the pre-ection discussions leading up to the 2021 Ethiopian National Elections. Utilizing a qualitative content analysis approach, the research investigates how the EBC framed political narraties,issues and candidates,influencing public perception and political discourse.The study highlight key themes in the coverage,including nationalism,ethnic identity,and democratic process,revealing how these frames served to mobilize support or create skepticism among the electorate. By analyzing the interplay between media framing and political context,this research provides insights into the role of state media in shaping electoral outcomes and the broader implications for democratic engagement in Ethiopia.The findings underscore the importance of understanding media framing in transitional democracies,offering reccomentdations for future electoral voverage and media practices.
Media Role for Religious Relations: The Case of Egyptian Coptic and Ethiopian Orthodox Churches
(Addis Ababa University, 2024-05-05) Tsige Mezgebu ; Arka Abota
This study set out to examine how The Al-ahram, Berhan ena Selam, Addis Zemen and The Ethiopian Herald newspapers covered Religious Relations between the Egyptian Coptic and the Ethiopian Orthodox Churches in the years of 1929,1948,1951 and 1959. The reason why these years were the turning point of the Ethiopian Orthodox Church. A content analysis was used as major research method. The study employed both quantitative and qualitative methods to gather and analyze the data. Purposive sampling was used to select the media and the items which met the criteria set by the researcher. Further, in-depth interviews were conducted with key informants who are well experienced in this area. The result of the study indicated the newspapers‟ focus on the coverage of autonomy for the Ethiopian Orthodox Church, discussion on the Ethiopian Orthodox Church position and the Ethiopian bishops and archbishops‟ consecration.
Factors Affecting the Framing Agenda in Pre-election: A Study of the 2021 Ethiopian National Elections, with a Focus on the Ethiopian Broadcasting Corporation
(Addis Ababa University, 2024-10) Kidist Feyisa; Teshager Shiferaw
This study examines factors affects the framing agenda employed by the Ethiopian Broadcasting Corporation (EBC) during the pre-ection discussions leading up to the 2021 Ethiopian National Elections. Utilizing a qualitative content analysis approach, the research investigates how the EBC framed political narraties,issues and candidates,influencing public perception and political discourse.The study highlight key themes in the coverage,including nationalism,ethnic identity,and democratic process,revealing how these frames served to mobilize support or create skepticism among the electorate. By analyzing the interplay between media framing and political context,this research provides insights into the role of state media in shaping electoral outcomes and the broader implications for democratic engagement in Ethiopia.The findings underscore the importance of understanding media framing in transitional democracies,offering reccomentdations for future electoral voverage and media practices. Key words: Framing, Election, Ethiopian Broadcasting Corporation, Political parties
The Role of Public Relations In Staff Motivation: The Case of Dilla University
(Addis Ababa University, 2025-06-23) Barnabas Bekele; Abdulaziz Dino
This study examines the role of public relations (PR) in staff motivation at Dilla University, Ethiopia, focusing on the impact of leadership support, career development opportunities, workload, and recognition and reward systems. Utilizing a mixed-methods approach, the research collected data from 363 staff members through structured questionnaires and interviews. The findings reveal that leadership support has the strongest positive correlation with staff motivation (r = 0.857), followed by career development opportunities (r = 0.754). Workload showed a moderate correlation (r = 0.696), though regression analysis indicated a negative effect (β = -0.224), suggesting excessive workloads can demotivate staff. Recognition and reward systems had a moderate positive correlation (r = 0.567), but inconsistencies in their application were noted. The overall model explained 79.8% of the variance in staff motivation (R² = 0.798), highlighting the collective influence of these factors. The research highlights the critical role of internal public relations practices in enhancing employee motivation, especially via clear communication, fair distribution of workloads, and significant acknowledgment. Suggested actions encompass leadership development, organized career advancement initiatives, and open reward mechanisms to improve employee involvement and institutional effectiveness. These findings add to the wider comprehension of public relations' function in higher education settings, especially in Ethiopia, and provide actionable recommendations for comparable institutions.

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