Gashaye Belew (PhD)Addisu Dagnew2024-08-292024-08-292023-05https://etd.aau.edu.et/handle/123456789/3426The main objective of the study is to examine the role of public relations department on effectivetourism marketing in the case if Ministry of Tourism. Most importantly, it examines the major publicrelations roles played in the ministry on tourism promotion and the activities that the department does.To investigatethe results of the study, a qualitative methodology was used. Data was gatheredthrough interviewing staff at the Ministry of Tourism, observing various kinds of activities,conducting focus group discussions, and analyzing documents/ through content analysis/ and data isanalyzed through word description. Finally, the study found out that public relations andcommunications department has great role in tourism promoting. It does supportive tasks andcontributes a lot to the marketing and promotion of tourism. However, more needs to be done to makethe promotional function of the public relations office visible. There are communication channels,tools, and social media like Tv, radio, prints, You Tube, facebook, telegram, websites and others topromote Ethiopian tourism. Thedepartment has also technical roles of writing, editing, makingpublications, and creating image; and managerial roles of managing social media, making decisions,etc. The study recommends that the public relations and communication department be busy since themanpower of the department is smallandmorebudget is necessary for this department to perform itstasks better.en-USPublic RelationsThesis