Social Responsibility in Public Relations (A Case Study of The Amhara Region Bureau of Information
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Date
2009-06
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Addis Ababa University
Abstract
The study attempts to explore the application of social responsibility in the Bureau of
Information in the Amhara region and factors affecting it. The study explores the perception
and experiences of the PR practitioners towards their social responsibility roles. The data was
collected through in-depth interview, focus group discussions, observation and documentary
analysis.
The data collected from different sources shows that research is not part of their public
relations function. The flow of information is one-sided from the government to their strategic
publics`. Its practice is focused on controlling than adjusting and adapting to its environment.
Publics` interest is not the primary consideration of their public relations function. There is no
organized system of receiving feedback from their publics`. The organization suffers from
credibility and image (reputation) problem. The organization does not incorporate the interests
and concerns of their publics` well into the research, planning, communication and evaluation
phases of public relations. The image psychology affects the practitioners and supervisors not
to report unsuccessful attempts (failures, problems) because they think of its “Image spoiling
effect”. The practice is guided by the wrong assumptions that what is transmitted will be
received by the intended publics`. The organization tries to persuade without understanding its
surrounding environment, publics` interests and practitioners concerns. The organization does
not accomplish its social responsibility role as it is not a responsible advocate for what it
represents.
The research also identifies the internal and external factors affecting their social responsibility
role. The paper argues that two-way communication, dialogue and interaction with strategic
publics` is important in discharging social responsibility role. Listening and responding to the
publics` interest is the cornerstone for effective public relations. The research identifies
possible solutions that narrow the gap between what is practiced and what should be practiced.
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Responsibility in Public Relations