Public Relations Practices of Oromia Culture and Tourism Bureau
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Date
2019-06
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Addis Ababa University
Abstract
Public relations is considered as an important factor in the process of development and growth of culture and tourism. The general objective of the study is to analyze the public relations practices at Oromia Culture and Tourism Bureau. This study employed case study design and followed qualitative research approach in the data gathering using in-depth interview and content analysis methods. In selecting interviewees purposive sampling technique was used using the profession, experience, position, and relevant to the study in gathering quality data. The key informants were deputy head of the Bureau, public relations director, and practitioners. Besides, for content analysis availability sampling was employed; and then three available publications of the Bureau (Dhangaa Irrecha magazine 2016, Oromia Travel Tips Booklet 2018, and annual plan document 2018) contents were exhaustively reviewed. The study analyzed the data by triangulating and interpreted the findings in the discussion. Thematic data analysis was employed in descriptive manner. The study mainly indicates that less attention was paid to professional public relations practices, poor understanding and misconception of the profession; informational model and technician role o f public relations were employed by the Bureau. Generally, public relations of the Bureau has to get strategic attention. Professional capacity building and further educational opportunities need to be given for the practitioners to overcome their professional knowledge gap and challenges concerning public relations practices. At the same time, public relations department ought to be empowered so as to play its managerial role such as counseling the management, researching, communication facilitator and boundary-spanner, and become influential in the dominant coalition for the sake of success and progress of the profession.
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