Public relations practice and challenges in multinational Companies in Ethiopia: A descriptive study of coca cola beverage Africa and Multi-Choice.
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Date
2022-06
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Addis Ababa University
Abstract
Through effective communication, the fields of public relations have grown dramatically in order to build relationships between an organization and its key publics. The purpose of this thesis is to look into the practice of public relations in Coca-Cola beverage Africa-Ethiopia and multi- choice Ethiopia. It took the form of a qualitative case study. The study's target was on public relations professionals. The information was gathered through a qualitative in-depth interview and a document review. The researcher used a qualitative data analysis and interpretation strategy. The major findings of the study indicate the Public Relations practice in the study area is in a good condition with few things to be corrected. The public relations departments in both companies under study have a management function. The public relations department in coca cola beverage Africa -Ethiopia directly reports to the CEO but the department at multi-choice reports to corporate affairs. Both the public relations departments have a smooth relationship with their respective head quarters. Budget dependence and lack of human power was mentioned as major challenges for multi- choice Ethiopia public relations department. While at coca cola beverage Africa –the political instability in Ethiopia and the continuously changing of business related are the major challenges. The researcher recommended multi-choice Ethiopia to structure the department independently and hire additional human power to the team. Building strong government relations and investing more on corporate social responsibility are among reconditions given for coca cola beverage Africa- Ethiopia.
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Africa- Ethiopia