Assessing the Practice of Public Relations on Internal Organizational Communication: The Case of Addis Ababa University
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Date
2023-11-30
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Addis Ababa University
Abstract
The purpose of this study was to assess the internal organizational communication practice. In this study, the practice of public relations was assessed in the context of internal organizational communication at AAU. In this study, important informants were selected through purposive sampling methods. The data from in-depth interviews and FGD were collected and analyzed using a qualitative research method. The relevant information from the FGD and interview was analyzed using a qualitative theme approach. This study found that AU uses formal and informal communication techniques including grapevine and other types of downward, upward, lateral, and diagonal communication. Even though the AAU created integrated communication channels including social media, print publications, websites, and electronic media. However, the university‟s PR professionals mostly disseminate their message through websites and yearly publication.
This research concluded that AAU PR practitioners play insignificant role in establishing efficient internal organization communication within the university internal publics.
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Internal organizational communication