Internal Communication Strategies and Practices of Public Relations in Ethiopian Sugar Corporation
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Date
2019-07
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Addis Ababa University
Abstract
This research examines internal communication strategies and practices of public relations in Ethiopian Sugar Corporation. It also identifies various channels of communication being used in ESC for internal communication purposes. Literatures on strategic communication and practices of public relations are discussed wisely in relation to the research objectives. Grunig two-way symmetry of public relations theoretical framework was employed under the study. Thus, this research is carried out using mixed approaches: and primary and secondary data were part of the study. Under the qualitative method, data gathering tools such as document analysis: strategic communication of ESC, crisis communication, channels of communication and in-depth interview with all (4) purposely selected public relations practitioners were included. In quantitative method questionnaires were distributed to 20% conveniently selected Ethiopian Sugar Corporation employees. In regard to communication, interpersonal communication is found to be more convenient than group and others; this is because of the communication strategy and practices of public relations. The internal communication strategy more of has limitation in in research and elaboration of key functions: due to its independence of the practitioners. The crisis communication is not convenient to perform proactively: due to budget deficit and limitation of trainings. The overall finding of the study shows that there is partially independent public relations practice and less practical communication strategy in ESC, i.e. the communication hierarchy, type and level needs improvement & training for the success of the internal communication strategies and practices of public relations. Based on the findings, a few important recommendations that would contribute for improving the strategic communication and practices of public relations especially, in Ethiopian Sugar Corporation, were made.
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