Assessment on Public Relations Campaign Communication Practices and Challenges at Ethiopian National Blood Bank Service in Addis Ababa
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Date
2019-06
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Addis Ababa University
Abstract
The demand for blood and blood products are public health concerns for healthcare
systems throughout the globe, including Ethiopia. However, the supply for them shows a
noticeable gap. The purpose of the study intends to assess practices and challenges of PRs
Campaign Communication at ENBBS in Addis Ababa. It employed descriptive mixed
methods research which involved both quantitative and qualitative research methods to
collect quantitative data from 252 sample respondents and 63 informants, respectively. For
this purpose, the researcher used structured questionnaires for conducting the survey,
while interview guides for semi-structured interviews and checklist for FGDs, and
documentary analysis template for documentary analysis of those relevant documents and
materials. Quantitative data was analyzed using SPSS software, and thematic and content
analysis techniques were employed to the respective qualitative data. Findings of the
reveal that Institute had gap in designing and implementing both short-term and long-term
PR research-based campaign strategies for proficiently selecting, implementing and
distributing blood donation messages targeted to raise knowledge, inform attitudes and
motivate behaviour change, through the controlled media tools; the existing BDCs were
excessively and partially focused at a very few sections of the greater mass, which were
mainly communities of schools, football teams, and religious groups. Practices of PRs
blood donation campaign communication at ENBBS are not also given due attention by the
management, lack of basic input resources, not planned based on research-inspired
approach, and the communication used text and audiovisual messages which were not
well-organized and tailored to potential audiences. However, ENBBS employed TV, radio,
various events, brochures, leaflets, t-shirts and caps and other tools to communicate
voluntary blood donation campaigns. These efforts were undertaken with some
encountered challenges like shortage of skilled manpower and resources and lack of
implementing research-inspired PR strategies. Finally, it recommends employment of
professionals in PR Department, allocation of adequate resources, use of appropriate and
audience-friendly communication tools, and preparation of all messages based on research
findings.
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