Assessing the practice of Corporate Communication: In the case of Ethiopian Airlines Group
| dc.contributor.advisor | Gashaye Belew (PhD) | |
| dc.contributor.author | Boja Deyase | |
| dc.date.accessioned | 2024-05-30T11:35:40Z | |
| dc.date.available | 2024-05-30T11:35:40Z | |
| dc.date.issued | 2022-09 | |
| dc.description.abstract | The main purpose of this study was assessing the practices of Corporate Communication in Ethiopian Airlines Group. It is through the activities of Corporate Communication that company contact with its customers. Knowing its immense value, many organizations of the world have been practicing for their Corporate Communication activities. The researcher selected this topic because of the passion with it and personal experience. In addition to these, the topic is relevant and interesting to study. Thus, the aim of this study was assessing the practices of Corporate Communication in Ethiopian Airlines Group. To achieve this objective cross sectional descriptive data analysis was collected from 121 employees of the departments Integrated Marketing Communication, Sales Promotion and Corporate Communication. Accordingly, researcher based on strong synergy they have to provide detail information genuinely in a proper way selected these departments randomly and purposively. Hence, responses were carefully analyzed. This study employed mixed method of research approach in order to answer research questions. For the successfulness of this study, the researcher utilized various tools of data gathering techniques. Accordingly, structured interview were carried out with the managers of Ethiopian Corporate Communication Department based on their knowledge and experiences they have. Thus, interview was recorded and additional notes were taken. In addition to this, company‟s website was also visited. Accordingly, from the document analysis the study was used annual reports, magazines as well as public relation tools like press release, brochures. This study is also carried out by observing the relationship of Corporate Communication Department with other units of Ethiopian Airlines Group. The finding indicated that Ethiopian Airlines Group employees were very much aware of the importance of Corporate Communication in their day-to- day activities. Primary data gathered from the interviews; the target audience were the managers of Ethiopian corporate communication department. Secondary data gathered from the company‟s social media platforms were (Face book, Tweeter, LinkedIn, and YouTube) and monthly digital publication. In addition to these, this study also concluded based on the Corporate Communication tools employed, the challenges encountered, and the perception of managers and practitioners towards the practices of Corporate Communication in Ethiopian Airlines Group. Moreover, frequent assessments about Corporate Communication practices shall be made. Finally, recommendations were forwarded for the betterment of the practices of Corporate Communication Department in Ethiopian Airlines Group. Keywords: Concept of Corporate Communication, public relation, stakeholders, Ethiopian | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/3069 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | public relation | |
| dc.subject | stakeholders | |
| dc.subject | Ethiopian | |
| dc.title | Assessing the practice of Corporate Communication: In the case of Ethiopian Airlines Group | |
| dc.type | Thesis |