The Perceived Impacts of Public Relations and Strategic Communications in Organizational Reputation: In the Case of Ethiopian Red Cross Society
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Date
2024-06-01
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Addis Ababa University
Abstract
This is a descriptive survey study with the objective of evaluating the contribution of the public relation department in humanitarian institutions for enhancing organizational reputation. The researcher used a mixed research method and simple random sampling method. Therefore, the result of this research showed that the Impacts of public relations and strategic communications department is significant for the progressions of the Ethiopian Red Cross Society. Even though, a significant number of respondents believe that the Ethiopian red cross society public relations and strategic communication department contributes a crucial role in the Society performance and building its visibility and reputation. But a small number of employees do not agree on this. Furthermore, the other portion of the respondents are uncertain about the Ethiopian Red Cross society contribution of public relations and strategic communications department. The reason for this is the Ethiopian red Cross society public relations and strategic communications department only give attention for the external public. Hence, the internal public that is those who are the employees of the Ethiopian red cross society do not have enough information about the society. Therefore, based on the findings the researcher gives recommendations which are the public relations and strategic communications department make sure of revising its communication strategy, crate a new strategy which help the internal public to know more about the activities of the Ethiopian red cross society, work integrally with the leadership and administrative department, with the main stream media, social media and strength its crisis information management system, and frequent update of the social network services. And gives recommendation for further research to create a favorable environment for the Ethiopian red cross society and to keep its reputation and organizational visibility.
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Humanitarian Institutions