Assessment of Internal Communication Practices; the Case of Ethiopian Broadcasting Corporation
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Date
2022-11
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Addis Ababa University
Abstract
Internal communication is used to provide an effective flow of information between an organizations, departments and colleagues. This research assessed the practices of internal communication and its challenges in case of Ethiopian Broadcasting Corporation .The researcher used a qualitative research approach, an in-depth interview, document analysis, and observation to gather data. The results of the study show that EBC's internal communication has good beginnings, but there are many problems that need to be fixed. Communication directions: in a certain way, it is applicable, and depending on the department, the leadership, competence and awareness, there are differences and gaps. The result of the study shows that no attention is paid to the use of communication instruments as a tool. In addition, EBC's internal communication, as a media, requires a strong internal communication for the success of its work the existing communication, however, has not been focused by the management and the lack of attention for work to strengthen internal communication has been confirmed in this study. On the other hand, it has been seen that the employee has a lack of awareness and technophobia in EBC's use of communication technology. In general, EBC needs to work hard to strengthen internal communication, and the current communication is only done to discuss work matters because the work is mandatory. Recommendations that would contribute for improving the internal communication were given by this research
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Internal communication