Assessment of new Media Utilization as a Public Relations Tool; the Ethiopian Airlines Group in Focus.
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Date
2023-02
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Addis Ababa University
Abstract
The term "new media" refers to a wide range of electronic communications made possible by advances in computer technology. New media is being utilized as a mechanism for product marketing, brand development, enhancing customer experience as well as improvising passenger experiences in the case of the Ethiopian. Ethiopian is active on new media channels such as its website and apps as well as on multiple social media platforms which are managed with different social media management and monitoring software. In line with the competition in the aviation sector, a direct connection to its passengers is using the internet access and availing its services using the web is key. As such, even though the airline has adapted these various platforms to reach the millions of followers it has a gap in adapting the correct approaches to maintain its followers and engaging with them. The research design used both descriptive and explanatory research design. This research used a mixed method research approach and the major major findings were the lack of PR activity evaluation, gap in its utilization and real time customer engagement. Based on the assessment of these new media channels the researcher has put forward recommendations such as, Ethiopian should give great emphasis on pre planning and evaluation of PR tools and activities continuously. The PR tools and techniques Ethiopian uses should focus in two-way communication and its employees should be empowered to make real time decisions and actions.
Key words: New Media, Public Relation, Social Media, Ethiopian
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Keywords
New Media, Public Relation, Social Media, Ethiopian