Strategic Communication Practices of Ethio-Telecom and Ethiopian Electric Utility: A Comparative Study.
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Date
2019-06
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Addis Ababa University
Abstract
In organizations, communication plays a pivotal role for the success of employees and to meet the objectives and goals of the organization. Organizational communication is a combination of internal and external communication. Hence, internal communication refers to communication that tries place among employees of the organization; it includes formal, informal, vertical, horizontal and diagonal communications also external communication deals with communicating external customers through different channels of communication. The study was determined assessing the organizational strategic communication practice of Ethio telecom and Ethiopian Electric Utility head offices found in central Addis Ababa. Thus, to achieve the general objective of study itspecifically focuses on finding out the strategic communication practices in the organizations, assessing organization strategic communication in the management of the organization, examining the level of employees participation on the strategic communication practices in the organization, and identifying the challenges and problems in strategic communication practices of two organizations. Accordingly,the study was under taken in the form of comparative study with essentially combining qualitative and quantitative research approaches and the data was collected, namely, through survey questionnaires and in-depth interview. Totally, 102 questionnaires were distributed for the two organizations 50 for Ethio telecom and 52 for EEU based on systematic random sampling by taking every nth of the population of three departments each, which are highly related to the practices of strategic communication. Thus, the study found out that the organizations communication function and their activities only use a very small proportion of communication activities focusing mainly on technician role except that the section manager of corporate communication is not part of the grand coalition of Ethio telecom whereas in EEU, the corporate communication director is part of the management, but less functional. The other finding is that the organizations attempt to apply system theory and human resource approach but that is
not effectively done in both organizations.However, the study found out that Ethio telecom is more effective in organizational strategic communication practice than Ethiopia Electric Utility.
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