Communication Strategies and Language Use: Ethiopian Airlines Public Relations in Focus.
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Date
2019-06
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Addis Ababa University
Abstract
The purpose of this study is to examine communication techniques and language use of
Ethiopian Airlines public relation. It attempts to explore the efforts and the overriding
Challenges Ethiopian Airlines PR is facing to reach out and communicate with the media
and the public. Moreover, the study was conducted based on the two-way symmetric
public relations model, where public relations departments give equal emphasis to the
interest of the media and the public as that of the institutions. In-depth interview and
questionnaire are tools used to conduct this study. Regarding in-depth interviews, five key
informants were selected by the researcher in consultation with the organization being
studied. The informants were selected by their assumed critical role to play in Ethiopian
Airlines public relations Office. Generally, as a qualitative research, data was gathered in
the tools and interpretive analysis was made. While collecting, analysing and
interpretation of the data, common procedures were observed. In the in-depth interviews,
for example, consensual semi-structured interviews were recorded, and additional notes
were taken to strengthen them. The recorded interviews in turn were transcribed; the data
were categorized into themes; and interpretive analysis was made afterwards. As to the
questionnaire, structure questionnaire type was distributed to twenty four journalists
working in nine broadcasts and print media. Then responses were carefully analysed and
presented. The findings of this research have revealed that Ethiopian Airlines Public
relations is undergoing through many professional and organizational limitations on
handling issues which have direct impact on the media and public. As the company is
state-owned and national flag carrier of Ethiopia, information and access for data for the
media and the public is so essential. Professionals working there also must be the ones
who can fit this giant company which is now representing the continent too. Therefore,
the researcher finally recommended Ethiopian Airlines public relations to work in a
professional and responsible manner and be more open to the media houses working more
on building long-lasting relationship with medias especially with the local based ones.
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Keywords
Journalisme