An Assessment in to the Employee Perception About Pr Profession and its Practice: the Case of Batu Town Municipality Offices
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Date
2021-09
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AAU
Abstract
The aim of this study is to assess employees perception of public relations profession and its
practice in Oromia regional state of Batu Town municipality offices.It has utilized a case
study design and a mixed research approach. In order to be able to answer the research
question, the instruments used to gather the required information for the study were
questionnaire, key informant interview and focus group discussion (FGD).The total number
of respondents who took in questionnaire and key informant interview 70 and 10
respectively; two focus group discussions (FGD) comprising eight and six participants were
also conducted. The obtained data through questionnaire were analyzed through simple
statistics while those obtained through key informant interview and focus group discussion
were interpreted qualitatively. The major findings of the study include: The Public Relations
profession is in infant stage in general in Ethiopia particularly in Oromia Regional State of
Batu Town municipality offices. The respondents said that, PR profession is not well known
and structurally designed in the lower level of the Governmental offices like zonal and town
administration with its designed and clear job description and this resulted in poor perception
of the PR profession among employee of the Batu municipality offices. The paper revealed
that the practice of public relation in town is very deprived and highly challenging for
effective performance and implementation of public relations activities. The reason behind is
the major perspective of public relations roles and functions are not clearly identified.
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Keywords
The aim of this study is to assess employees perception of public relations profession and its practice in Oromia regional state of Batu Town municipality offices