Assessing the Organizational Structure of Ethiopian Airlines Group PR and Corporate Communications Department
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Date
2022-09-10
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Addis Ababa University
Abstract
The aim of this paper is to look at the implementation of the organizational structure of the
Ethiopian Airlines PR and Corporate Communications and it examines the causes of the
overall challenges of the department structures, the decision-making process in the
department, and the organizational communication of the Ethiopian Airlines PR and
Corporate Communications. The qualitative research paradigm was used as a method of study.
Accordingly, focus group discussions with two groups, in-depth interviews with four members
of the department, and participant observations were conducted to explore employees' and
management views on the operation of the organizational structure. The researcher found out
that it is important to take the dominant coalition, classical and excellence theory of
communication approach to organization as theoretical framework. The major findings of the
study indicated that, although the organizational structures have been changed repeatedly;
fundamental changes have not been achieved within the department. The structure creates a
knowledge gap and external customer dissatisfaction, an unnecessary bureaucratic system of
decision making, and not being represented in the organizational structure are among the main
factors that affect the effectiveness of the department. There were also gaps revealed by the
study like the place of PR in the organizational structure which affects the practices and the
absence of public relations research in the department. Therefore, restructuring the
organizational structure based on knowledge-based research, empowering the PR
professionals, and updating all recent strategic information to the professionals were some of
the recommendations made.
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The aim of this paper is to look at the implementation of the organizational structure of the Ethiopian Airlines PR and Corporate Communications and it examines the causes of the overall challenges of the department structures, the decision-making process in the department, and the organizational communication of the Ethiopian Airlines PR and Corporate Communications.