The Practice of Public Relations in Non-Governmental Organizations in Ethiopia: The Case of Ccrda and Its Umbrella Members
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Date
2019-06
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Addis Ababa University
Abstract
The objective of this study is to analyze the public relations practice of Non-Governmental organizations functioning in Ethiopia as the case of CCRDA and its umbrella member organizations. Even though, there are few researches conducted regarding public relations practices in all organization in Ethiopia, the Non-Governmental practice of public relations seems lack of attention by researchers’ .Since Non-Governmental organizations has their own publics; they need to give emphasis on communication of both internal and external stake holders. Most of them did not have professional public relations practitioners and the practice functioned by either delegated departments or in a simple routine activity of the organization .The study uses mixed research method. To explore the practical level of the profession, the role, importance and purpose of the practice, both primary and secondary data were collected and used. The primary data was collected through self-developed questionnaire and interview, whereas the secondary data was collected to relating reviews. Excellence theory was used as a theoretical underpinning of this study. Snow ball sampling system was employed to select the sample respondents from the total population. The collected data has been analyzed quantitatively and qualitatively. The study shown that the professional public relation practice in Non-Governmental organization of Ethiopia is minimal , the role of public relations practice is to disseminate information from the organization to its publics and the purpose of the practice is more of publicity rather than managerial functioning of the profession. As a result of this research, the researcher forwards the important recommendations to improve the practice. Some of the recommendations included as following. NGOs need professional public relations practice to communicate and manage good relationship with their publics in order to achieve the organizational goal. To perform the public relations practice in a better way, the practitioners need to know the role and practice of the discipline. Since most of the practitioners came from other disciplines, training on the basic principles of public relations must be given to improve the public relation practice of the organization.
Key Words: Non-Governmental organizations, CCRDA, Public relations Role and Purpose of public, Excellence public relations.
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Keywords
Non-Governmental organizations, CCRDA, Public relations Role and Purpose of public, Excellence public relations