An assessment of Public Relations Practices and challenges: the Case of GIZ Ethiopia.
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Date
2022-09
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Addis Ababa University
Abstract
The purpose of this study was to assess the practices of PR in GIZ Ethiopia with specific objectives to explore the strategies used within the internal stakeholders and to examine the challenges faced in implementing the practice. It has also the objective of investigating the gap between the general understanding of professional PR from practitioners’ view and how they use it. A qualitative research method was employed, and data was thematically analyzed. The researcher collected data using one to one in-depth interviews (preparing semi-structured interview questions) with fifteen respondents and conducted participant observation. The findings of the study showed that the strategies used by the internal stakeholders of GIZ Ethiopia were targeted at building relationships within internal stakeholders although interactive relations within the stakeholders is found difficult to achieve as employees are not much responsive. Another finding is that the barriers of the PR practices in the organization were professional overlap which further impacts their dedication to the profession and their relationship within the stakeholders. This shows lack of understanding of the profession and its professional standard. Furthermore, the internal PR partitioners implement PR principles by using communication tools available in the organization while the communication flow and interaction focuses solely on sending and transmitting messages mostly not interactive/mutual. The internal PR practitioners view PR as professional. The activities of PR have standards and guidelines to keep uniformity and in turn to bring professionalism into the field. Nevertheless, there are misperceptions about public relations work and role. Because of its placement especially in project areas, it is disregarded for its role in promoting mutual relationships between organizations and stakeholders and its contribution to organizational goals. Proactive and interactive participation of the PR professionals is suggested to build mutual relationships and a common understanding on issues of the major activities. A two-way communication approach within the stakeholders is recommended.
Key words: PR practices, building relationships, professional, stakeholders, strategies
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Keywords
PR practices, building relationships