The Practice of Using Public Relations Tools: The Case of Ethiopian Airlines.
| dc.contributor.advisor | Gashaye Belew (PhD) | |
| dc.contributor.author | Dereje Wubie | |
| dc.date.accessioned | 2024-05-20T08:50:09Z | |
| dc.date.available | 2024-05-20T08:50:09Z | |
| dc.date.issued | 2022-10 | |
| dc.description.abstract | This study aims at assessing the usage of public relations tools by the Public Relations and Corporate Communication department of Ethiopian Airlines. The study assessed the use of both new media and traditional media by the airline through the lens of the Excellence Theory which highlights how to make the best use of public relations for organizational success. The research employed mixed research approach to gather and analyze data. A mix of different data gathering tools were used in the study including document analysis, interviews, focus group discussions and questionnaires which were distributed to all 30 members of the population of the study . The respondents of the research are management members and staff of Ethiopian Airlines who work under Public Relations and Corporate Communication department as well as the Advertising and Sales Promotion Department which works very closely with the PR department. The findings showed that Ethiopian Airlines PR office uses both traditional media and new media effectively, the dominant ones being new media tools. The study also uncovered gaps in staff capacity, communication symmetry, the PR office’s empowerment and the absence of annual PR audit. Based on the conclusion, the researcher recommended capacity building, initiation of annual audit, a more balanced two-way communication between the airline and its publics, as well as better empowerment of the PR office. Key terms: public relations practice, public relations tools, excellence theory, communication models | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/2989 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Public Relations | |
| dc.subject | Corporate Communication | |
| dc.title | The Practice of Using Public Relations Tools: The Case of Ethiopian Airlines. | |
| dc.type | Thesis |