Investigation in to Oromia Regional Government Communication Strategy use and Public Relation Practice
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Date
2018-06
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Addis Ababa University
Abstract
This thesis acknowledges the use of communication strategy implementation for awareness
creation and attitude development. Hence, the study investigate the PR practice of ORGCAB
communication strategy on creating awareness and developing attitudes of the community.
Participatory communication theory, Social mobilization communication theory and the Twosteps
flow of communication theories encompass the underpinning for the theoretical part of the
paper.
Three basic research questions were raised to guide the study, and scholarly articles related to the
issues were discussed. Both Purposive sampling and systematic sampling methods were used to
select the subjects. Both qualitative and quantitative research methods were employed.
Therefore, the researcher employed qualitative content analysis as a major method and
quantitative as supportive method. The data for the study were gathered through questionnaires
and in-depth interviews with key informants. Furthermore, the data obtained from conducted
interviews was discussed and analyzed qualitatively. In addition, a document was also the tool
employed for gathering the data.
The finding of the study shows that the bureau’s communication strategies were implemented
with inadequate knowledge, inappropriate techniques, lack of PR professionals, less training
expert and salary, untimely feedback and insufficient facilities and have good flow of
communication between stakeholders. Besides, the study revealed that the bureau’s segments
and stakeholders were implementing the communication strategy with inefficient feedbacks and
limited collaboration.
Finally, the study concluded that the bureau’s communication strategy were implemented
unproductively; and so recommendations were provided based on the conclusion.
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Keywords
Government Communication Strategy