An Exploratory Study of Organizational Strategic Communication Practice: The Case of Armauer Hansen Research Institute (Ahri)
No Thumbnail Available
Date
2023-11
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The purpose of this study was to explore the role of communication in the practice of strategic communication in AHRI. The method used was qualitative and quantitative, and instruments included interviews, questionnaires, and document analysis. Purposive sampling was used in the context of the study on the role of communication in the practice of Organizational strategic communication at the Armauer Hansen Research Institute to select participants. The study examined different types and channels of communication, and determined the effectiveness of the organization‟s strategic communication practice. It is worth noting that more than 56% of employees in the communication practice sector have been working at the institute for more than three years, indicating a workforce with substantial experience. Although internal communications generally receive positive feedback, there are areas that require improvement, such as transparency, dependability, and prioritization. Some respondents expressed dissatisfaction with the quality and relevance of research findings communicated by the institute. The study recommended prioritizing communication skills, transparency, and dependability, updating the strategic communication
plan regularly, and engaging diverse communication approaches.
Description
Keywords
Strategic Communication,Role of Communication