The Strategic Role of Media Relations in Corporate Communication: The Case of Ministry of Revenues
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Date
2019-06
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Addis Ababa University
Abstract
The fundamental role of media relations is to publicize the activities of the organization. The
Medias on the other hand are expected to use diverse sources in order to present different sides
of the story. This leads to a good relationship between practitioners and journalists. The
organization needs media as a channel to broadcast its message or print its message while the
media need information from organization transmit to public.
The main purpose of this study is to explore the strategic role of media relations in corporate
communication of Ministry of Revenues. Research questions were raised in the study in order to
meet the objective of the research. The researcher has customized the qualitative method to
explore the role of media relations and data to be collected in the Ministry.
There are models relating to corporate communication specially media relations were widely
discussed in the literature review part. The researcher used the Grunig and Todd Hunt models.
Data were collected through qualitative type of research methods, individual in- depth interviews
and document analysis which helps for crosschecking media relations outlets and tools to reach
the target audiences are used.
The study has also forwarded recommendations that have a common understanding between the
public and organizations symmetrical communication is very important. This helps to minimize
misunderstanding between public and the organization.
Keywords: Corporate communication, Media relations, Qualitative research,
Acknowledgement
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Keywords
Corporate communication, Media relations, Qualitative research