The Effectivenes of Public Relation Tools on Prevention of Covid 19 the Case of Arada Subcity of Addis Ababa
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Date
2021-06
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Addis Ababa University
Abstract
Corona virus disease (COVID-19) is a phenomenon of enormous magnitude and relevance and its impact has affected various social domains, including the media and journalism. The general objective of the study is to assess the effectiveness of public relation tools on prevention of Covid-19 in Arada sub city public relation affairs office. The research design which has been used in this study is descriptive research design; this study uses two main streams of data sources. These two sources are primary and secondary data sources. The primary data sources are data obtained from sample survey response, field observation, photographs etc. The secondary data sources are related literature review, website (internet) report, documentation, magazines, books, journals, and articles. For the survey 296 respondents were included administrating semi structured questionnaire. The result revealed that the major PR tools employed are the majority 15(6.6%) of respondents have responded that Advertising is the most public relations tool used by the public relations team/department of Arada sub-city for COVId-19 prevention, followed by Promotion which constitutes 13(5.7%), then by Event management which constitutes 10(4.4%), followed by Publicity which constitutes 7(3.1%), then by social media which constitutes 6(2.6%) then by Protocol which constitutes 5(2.2%). , Internet message, banners message, dialogue tools message, received message from boards, social media message, videos message and press office communication message conveys about prevention of COVID in Arada sub-city public relation affairs office. Regarding its implementation, the message which conveys about prevention of COVID is simple, based on format, veracious, ethical, purpose-centeredness and novel, attractive and presented attractively. Effectiveness of PR tools indicates that majority of respondents perceive that the tools were effective based on set criteria. Regarding Public relation tools Effectiveness, the result shows that PRs tools in Arada sub-city is practiced is cost effective way, effective in achieving organizational goal, PRs tools is practiced in attractive way, practiced for influencing employee’s opinion towards COVID 19 prevention. And PRs tool in Arada sub-city is practiced by print media like brochures, banners, and message transfer poster for COVID 19 Prevention. However, PRs tools in Arada sub-city is not practiced in good coverage and practice of Message carried by LED screen and social media is not that much effective in creating awareness about COVID 19 Prevention.
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The Effectivenes of Public Relation Tools on Prevention