Assessing the Practice and Challenges of Public Relations: The Case of Yeka Sub-City Administration Communication Office
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Date
2025-05-23
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Addis Ababa University
Abstract
The overall goal of this study is to assess the public relations practice and challenges of Yeka Sub-City Administration Communication Office in Addis Ababa, Ethiopia. The study used a descriptive research design. Both qualitative and quantitative methods were applied. Data were collected through questioners and in-depth interview. Since the sample included all (45) PR officers of Yeka sub-city administration and Weredas under it, census sampling technic was utilized. Whereas, four PR managers from the communication office of Yeka sub- city were selected for the in-depth interview by purposive sampling technique. This sampling technique helps the researcher to find those informants who have available knowledge, experience and are willing to take part in this research. Questionnaires were distributed to all those participants. Quantitative data from questionnaires were tabulated and statistically analyzed, whereas qualitative data from interviews and open-ended questions were examined through narration and descriptive analysis. The findings indicate deep gaps in the current communication competence of the PR department, with low effectiveness ratings and ineffective stakeholder participation. Based on these findings, it is recommended that management implement certain ongoing professional development programs to enhance strategic communication skills. Further, investment in modern communication devices and channels is essential to facilitate more effective internal and external communication. Regular communication and collaboration between PR departments support unified efforts aligned with the administrations mission. Lastly, developing a long-term resource plan that invests in people, training, and technology is necessary for long-term enhancement.
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Public Relations, Practice and Communications