Assessing the Practice of Public Relations on Organizational Reputation: The Case of Addis Ababa University Public Relations Office
| dc.contributor.advisor | Alemayehu, Mulatu (Phd) | |
| dc.contributor.author | Binalfew Alem, Shambel | |
| dc.date.accessioned | 2020-08-06T10:30:34Z | |
| dc.date.accessioned | 2023-11-08T13:39:13Z | |
| dc.date.available | 2020-08-06T10:30:34Z | |
| dc.date.available | 2023-11-08T13:39:13Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | The objective of this study was to assess the practice of Addis Ababa University's public relations office in maintaining a good organizational reputation. The study predominantly focuses on answering how public relations practitioners do practice public relations to build an organizational reputation, what the communications tools the public relations practitioners used to build a reputation, what the challenges that public relations practitioners have faced to build a sustainable organizational reputation. To get the answer to these questions, the study employed a qualitative method. Data were collected through in-depth interviews and also document review tools. An in-depth interview was employed to collect information from the practitioners of the AAU public relations office. Document review was also used to get insight into how the PR materials were designed to send a positive message to build the organization's reputation. The overall finding of the research revealed that the practice of public relations is not based on professional standards of public relations and effective communication strategies. The public relations practitioners are somewhat used to the poor communications tools that may able to lead to various undesirable effects, such as information gap, public displeasure, and inefficient use of valuable resources. This is because the public relations practitioners have been using poor communications tools and using ineffective communications strategies, then after, the organizational reputation of AAU may an able to convert from favorable to unfavorable. The study also found that most of the PR practitioners practiced with lack of well-trained professionals, have negligence attitude towards the profession, absence of adequate capacity building pieces of training, restricted bureaucratic system that prohibits the flexibility of public relations practitioners, shortage of budget, which have a directly undesirable effect on their jobs to build the reputation of Addis Ababa University. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/22029 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | AAU | en_US |
| dc.subject | Public Relations, Addis Ababa University, Internal Publics, External Publics, organizational reputation, Strategic communications and professional standards. | en_US |
| dc.title | Assessing the Practice of Public Relations on Organizational Reputation: The Case of Addis Ababa University Public Relations Office | en_US |
| dc.type | Thesis | en_US |