The Role of PR in Integrated Marketing Communication:
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Date
2023-05-01
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Addis Ababa University
Abstract
This thesis aimed at examining the role of public relations in the integrated marketing communication of Ethiopian Airlines Group. Specifically, it sought to look into the integrated efforts of the Public Relations office and the Advertising and Sales Promotion department of the airline. The study used qualitative research method to find out how the Public Relations Office and the Advertising and Sales Promotion Department work jointly in marketing the services of the airline. The researcher used document analysis, interview and focus group discussion to gather qualitative data needed for the study. The researcher analyzed contents the airline disseminated online as well as media coverages of the airline’s marketing initiatives. Additionally, he conducted interviews with 4 management staff and a couple of focus group discussions involving staff from the Public Relations office and the Advertising and Sales Promotion office. Based on the findings of the analyzed data, the researcher concluded that the Public Relations office plays a significant role in supporting the marketing efforts of the airline. The findings also showed that a lack of common working procedures and standards for managing the joint activities of the Public Relations office and the Advertising and Sales Promotion Office is a challenge which undermines the impact of their promotional activities. Campaign based implementation of the airline’s integrated marketing communication arrangement, manpower shortage and lack of recurrent profession-based training have also been identified as additional challenges. The researcher recommended that Ethiopian Airlines should nurture the integration between the Public Relations Department and the Advertising and Sales Promotion Office further to maximize the impacts of its marketing efforts. He also suggested that the airline should adopt common working procedures for the two offices and implement the airline’s integrated marketing communication arrangement on a regular basis to unleash the synergistic capacities of the offices. Addressing the gaps in relation to staff turnover and absence of recurrent training are also recommended as corrective measures.
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Keywords
Public relations, Marketing communication, Ethiopian Airlines