Assessment of Communication Strategy of FAO in Light of Van Ruler’s Strategic Communication Frame Work; Case of Reducing Food Losses through Improved Post Harvest Management in Ethiopia – Phase II

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The Purpose of this study is to assess the communication strategy of the Food and Agriculture Organization of the United Nations (FAO) for a specific project running from 2018 to 2022 on Reducing Food Losses through Improved Post Harvest Management project in Ethiopia – Phase In this study, a qualitative research method was employed to interpret data. Qualitative data was obtained through document analysis. The content of a project specific communication strategy was analyzed in light of Van Ruler’s (2019) Strategic Communication Framework and the main communication strategic elements included in the plan were assessed based on Donald D. Smith’s (2002) perspective on Strategic Planning for Public Relations. Purposive sampling methods were also employed to choose the organization and the right communication plan in content. Some of the major findings reveal that, from the eight building blocks; ambition and internal situations appears to be strong while vision, external situation, accountability, resource, stakeholders and approach needs more improvement and revision. Regarding with the communication strategy elements included on the communication strategy, the researcher concluded that it needs revision and more work in order to draw an accurate picture of the strategy which will lead to an effective implementation and positive outcome. Various recommendations have been suggested for each elements by the researcher including a thorough revision to better improve the strategic communication.



Food and Agriculture Organization