Assessing the Role of Media Relations in Public Mobilization: The Case of the Grand Ethiopian Renaissance Dam
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Date
2020-06
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AAU
Abstract
Media relations is basically working with media. It is a specialized branch of public relations
aiming at building relationships with media in seeking coverage of news. Similarly, journalists
need public relations officers or directors as the source of their news package. And this
relationship is crucial in pursuing their job well on both sides. The main focus of the study is to
assess the media relations role of the National Council for the Coordination of Public
Mobilization for the Construction of Grand Ethiopian Renaissance Dam Public Relations and
Media Communication Directorate. The study employed mixed method of research to give an
answer for the research questions in the study and assess the role of media relations in the
construction of GERD. The data were collected from 43 journalists and PR director of the
National Council purposefully to meet the objectives of the study. The findings were compared
with the literature review and theory. The researcher revealed that the National Council has
developed relationships with key journalist and the media based on a shared news agenda and is
serving as a trusted source of information for journalists. The study concluded that MR practices
of the office are not making the journalists’ job easier in delivering news packages on time and
the PR tools used by the office have lack of quality. Finally, the study forward recommendations
for the National Council Public Relations and Media Communication Directorate to enhance
and maximize its media relations practices in building tight relationships to influence the media
agenda in the construction of the GERD.
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Keywords
Grand Ethiopian Renaissance Dam