The Role of Public Relations in Promoting the Significance of Micro and Small Enterprises’ Businesses With Focus on the Federal Urban Job Creation and Food Security Agency of Ethiopia
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Date
2021-09
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አዲስ አበባ ዩኒቨርስቲ
Abstract
This study aimed to assess the role of public relations in Micro and Small Enterprises businesses promotion in the Federal Urban Job Creation and Food Security Agency of Ethiopia. Specific objectives of the study were (1) to review the functions of public relations in promotion of the MSEs businesses in the target organizations; (2) identify the dominant public relations model(s) reflected in the MSE sector promotion; (3) to point out the tools widely used in MSEs promotion; and, (4) to draw attention to the challenges practitioners are facing (if any). To this end, a quantitative research design was used. A purposive sampling technique was employed to select participants from all relevant units. A total of 64 participants from Federal and Addis Ababa job Creation and food security agensies engaged in this research. Both primary and secondary data were collected and analysed using a quantitative method. Based on the data analysis, the finding of the research indicated that the MSEs promotion practices of the PRs practitioners were limited more to using the traditional media than the new internet based tools, and this in turn affected its effectiveness coupled with the existing challenges of resource constraints. The press agentry was the most dominant public relations model employed in the sector‟s PRs promotion undertakings; and, in the course of the MSEs promotion, the PRs widely use very limited tools – both in variety and richness, featuring accessibility and quality limitations. Moreover, the PRs in the Federal Urban Job Creation and Food Security Agency of Ethiopia is constrained by multifaceted challenges- structurally, it was downsized from an independent department to a small-sized team, and regarding resources, both human and financial resources are very limited. In line to these conclusions, the researcher has recommended practitioners themselves to have a strategic communication plan so as to get buy-in of their promotion plan; go through self-initiated skill development programs to create better demand of their PRs business itself and call for their success in market, and owe sufficient support. Moreover, the PRs should use a combination of the different models in public relations, and where situation permits, employ a combination of existing models for effective promotion of their businesses. Regarding the executive management of the Agency, they should give a due attention to tackle the challenges of the PRs unit while the PRs themselves outsource the functions they cannot execute with the existing resource and focus on the roles and functions worth benefiting their key public achieving core missions of the agency.
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Micro and Small Enterprises’ Businesses