Communication Strategies and Language Use: Ethiopian Airlines Public Relations in Focus.

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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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Journalisme

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