Assesment of Strategic Public Reltions Practice: The Case of Ethiopian Agricultural Transformation Agency (Ethiopian Ata)
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Date
2019-11
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AAU
Abstract
The purpose of this study is to assess the strategic public relations practice of Agricultural Transformation Agency/ATA. ATA is founded to accelerate the Growth and Transformation Plan of Ethiopia. ATA envision that smallholder farmers are commercialized with greater incomes, inclusiveness, resilience, and sustainability in contributing to Ethiopia‘s achievement of middle-income country status. The role of communication/Public relations department is to lead the development and successful implementation of the communication strategy to reflect external engagement, internal communication and promoting the institution as well.
The student researcher targets to assess the strategic role and practice of public relations in Agricultural Transformation Agency. The researcher basically asks the role and practice of Communication department in ATA, the nature of organizational strategic communication plan, internal and external communication plan and driving public relations methods and theories in the public relation / communication department.
This study uses both qualitative and quantitative methods to access relevant data‘s for the research. In-depth interviews, document analysis, web analysis, questionnaires were the research instruments that haven been used for this study. The collected data organized thematically and according to the research questions, but some data‘s are interpreted without following the research question structure.
This study has intensely indicates role and practice of public relations, basic gaps, issues regarding to the nature of organizational structure and theories and models of public relations. It gives some critical recommendations and professional concepts that would help the agency to improvise its public relations practice.
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Plan of Ethiopia