Official Facebook Public Relation Impact Assessment: The Case of Ethiopian Federal Police
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Date
2024-04
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Addis Ababa University
Abstract
The study has identified in detail the Ethiopian Federal Police's inability to capitalize on the advancements in modern media and communication. Department leaders and media and communication specialists at the Ethiopian Federal Police headquarters make up the study's target informants. The inquiry has employed qualitative methodologies. Focus groups, questionnaires, interviews, and other methods were among the many techniques the researcher employed to gather data. The researcher then applied these approaches by coding the data using various clustering and classification schemes. The papers thorough analysis reveals both the organization's shortcomings and its virtues. In addition to analyzing the barriers inhibiting the Ethiopian Federal Police from taking advantage of the advancements in digital communication, this study looked at the relevance of news and related items posted on the official facebook page. EFP tends to use Facebook more than other new media platforms, according to the study's results. The addressability, accessibility, and user-friendliness of Facebook make it the preferred platform for the EFP. Despite leaders' superfluous engagement, lack of professionalism, outdated technology, and an unpleasant working atmosphere in the new media department, it nevertheless plays a consistent role in bridging the divide between the public and the police. According to the majority of respondents and a content analysis of security and law enforcement-related publications, there is stillroom for improvement regarding the EFP Facebook page's benefits. Data and research from the police organization indicate that people are willing to engage with the police in order to learn about security and public safety. Nevertheless, the response from the security establishment is inadequate. The purpose of police information is to elevate the public's perception of the police based on the findings. For EFP to effectively combat crime and manage an organization that is successful, public relations is essential, which makes social media use crucial. With regard to follow-up training and experience exchange, the organization hopes to give stakeholders further possibilities. The Facebook page should select competent and seasoned editors, reporters, assistant producers, and producers to enhance EFP's online visibility.