Prctices and Challenges of Public Relations Towards Nation Brandin: The Case of Ministry of Culture and Tourism.
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Date
2022-06
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Addis Ababa University
Abstract
The purpose of this research paper is focued on assessing practices and challenges of public relations towards nation branding operations: The case of Ministry of Culure and Tourism.It considers the importance of nation branding and how the promotional efforts have being managed at study specific area. Essentially, the task of nation branding promotions is to create positive image to support the country‟s brand management in explaining how to gain its competitiveness in the global tourism market arena. Thus, the study scope is delimited beginning from the head office (MOCT) to its five subordinate organizations- the Authority for Research and Conservation of Cultural Heritage (ARCCH), National Archive and Library Agency (NALA), Ethiopia National Theater, Federal Sport Commission and Tourism Ethiopia.Its core objective is to assesspractices andchallenge of PR practitioners‟roles and commitmentsin brandingnation‟s authentic diverse cultural treasures and attractions.In this, theresearcher attempted to see how the PR communication activities have been done.In this,he was utilizedthe basic research methodologies both quantitative and qualitative methods. The relevant data was gathered through questionnaire, semi structured interview, observation and document review.The documents, such as manuals and online materials, were also analyzed through document analysis. The findings of the research would be demonstrated through the proper, scientific and strategic ways of practicing public relations and it would be shown how they implementing the ways in nation branding activities. Some of thoughts in this study were shown that there has no acceptable, concrete, and universally theoretical-recognized definitions either in the academic literature or in the business and trade arena.
Likewise the study would attempts to answer five research questions. It was also incorporated five sections: such as introduction, review of related literatures, the research methodology, data analysis, presentation, interpretation, summary, conclusion and the recommendations.
Therefore, this study expected to show the best solutions and recommendations to concerned bodies with hope of implemention to alleviate problems found in the nation branding efforts at the study specific area.
Keywords: Public Relations,nation branding, reputation, brand name, logo, marketing strategy, digitalmedia, potentials, challenges, and opportunities,global economy,competitiveness, attractions,
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Keywords
Public Relations, nation branding, reputation, logo