Social Responsibility in Public Relations (A Case Study of The Amhara Region Bureau of Information
| dc.contributor.advisor | Asgedom, Amare (PhD) | |
| dc.contributor.author | Tsegaye, Ermiyas | |
| dc.date.accessioned | 2018-06-28T07:39:24Z | |
| dc.date.accessioned | 2023-11-08T13:42:40Z | |
| dc.date.available | 2018-06-28T07:39:24Z | |
| dc.date.available | 2023-11-08T13:42:40Z | |
| dc.date.issued | 2009-06 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/4466 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Responsibility in Public Relations | en_US |
| dc.title | Social Responsibility in Public Relations (A Case Study of The Amhara Region Bureau of Information | en_US |
| dc.type | Thesis | en_US |