Study of Public Relations Practices in Building University Image: The Case of Bule Hora University
| dc.contributor.advisor | Gebru, Amanuel (PhD) | |
| dc.contributor.author | Asfaw, Chala | |
| dc.date.accessioned | 2019-08-27T08:18:14Z | |
| dc.date.accessioned | 2023-11-08T13:38:34Z | |
| dc.date.available | 2019-08-27T08:18:14Z | |
| dc.date.available | 2023-11-08T13:38:34Z | |
| dc.date.issued | 2019-06 | |
| dc.description.abstract | This study examines the practices of relations in building university image; the case of Bule Hora University.Then the objective of this study was to identify to what extent the PR department of Bule Hora university is engaged in image building, self-auditing and follow up, what image building practices are used by the public relations of Bule Hora University and to establish how to use the university’s Public relations practices and its activities serve the vision and mission of the university. So to accomplish this objective and come up with the findings, the study employed qualitative research methodology. Accordingly primary data was collected through, FGDs and individual in-depth interviews. In this study, purposive and snowball sampling methodology were adopted. The target groups for this study were the academic staff, public relations staff and Management staff of Bule Hora University. Secondary sources like empirical literature and other documents were used to include the relevant data and strength the study. Concerning the data analysis mechanisms all conversations and discussions were recorded in two languages, Amharic and English. The Amharic version was translated to English Language. The findings demonstrate that Bule Hora University uses different public relations practices in building organizational and university image. Among this public relations practices the university uses the practice of making media relations, panel discussions, two–way communication styles, fast and productive, establishing effective relations with the university publics and using university website as best public relations strategies. The roles of these PR practices in building university image are attracting the university internal and external publics and stakeholders. Also the finding shows that the PR department of the university is highly engaging in image building by self-auditing, follow up and self-assessing in the situations for its effectiveness. Finally, this study suggested that the challenges and weaknesses of public relations in building the university’s image. Among this limitations ;lack of enough skilled human power who are acting as public relations practitioners, unrelated field of study with the subject of public relations and budget problems. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/18835 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Journalisme | en_US |
| dc.title | Study of Public Relations Practices in Building University Image: The Case of Bule Hora University | en_US |
| dc.type | Thesis | en_US |