The Role of Public Relations In Staff Motivation: The Case of Dilla University
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Date
2025-06-23
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Addis Ababa University
Abstract
This study examines the role of public relations (PR) in staff motivation at Dilla University, Ethiopia, focusing on the impact of leadership support, career development opportunities, workload, and recognition and reward systems. Utilizing a mixed-methods approach, the research collected data from 363 staff members through structured questionnaires and interviews. The findings reveal that leadership support has the strongest positive correlation with staff motivation (r = 0.857), followed by career development opportunities (r = 0.754). Workload showed a moderate correlation (r = 0.696), though regression analysis indicated a negative effect (β = -0.224), suggesting excessive workloads can demotivate staff. Recognition and reward systems had a moderate positive correlation (r = 0.567), but inconsistencies in their application were noted. The overall model explained 79.8% of the variance in staff motivation (R² = 0.798), highlighting the collective influence of these factors. The research highlights the critical role of internal public relations practices in enhancing employee motivation, especially via clear communication, fair distribution of workloads, and significant acknowledgment. Suggested actions encompass leadership development, organized career advancement initiatives, and open reward mechanisms to improve employee involvement and institutional effectiveness. These findings add to the wider comprehension of public relations' function in higher education settings, especially in Ethiopia, and provide actionable recommendations for comparable institutions.