Dr. Anteneh TesgayeNafkot Tigistu2025-07-292025-07-292023-10-10https://etd.aau.edu.et/handle/123456789/5699In the contemporary media landscape, fraught with challenges and potential crises that can significantly impact an organization's reputation and credibility, this thesis conducts an in-depth exploration of Crisis Communication Management (CCM) in the context of a prominent commercial media institution, the Ethiopian Broadcasting Service (EBS). Employing a qualitative research framework, the study relies on extensive interviews and two pertinent case studies to meticulously examine the multifaceted strategies employed by EBS in responding to crises. Qualitative research methodologies, such as interviews and case studies, form the cornerstone of this inquiry, enabling an exploration of the nuanced and context-specific dimensions of crisis communication within EBS. By actively involving key stakeholders within the organization, including executives, communication professionals, and journalists, the research endeavors to unearth invaluable insights into EBS's perception, comprehension, and adept management of crises within the dynamic and ever-evolving media environment. The research findings reveal that EBS employs a combination of crisis communication practices and strategies, including swift response, message consistency, and transparency. Stakeholder engagement and social media monitoring play pivotal roles in managing crises effectively. However, challenges such as rapid information dissemination on social media, limited resources, audience perception and the need for improved internal communication were identified. EBS's case studies illustrate the organization's varying responses to crises, highlighting the importance of context and adaptability. Based on the findings, this study recommends that EBS enhance its crisis communication management by investing in social media monitoring tools and training to address the challenges posed by the rapid spread of information online. Furthermore, internal communication processes should be strengthened to ensure a unified response during crises. The organization should consider developing a comprehensive crisis communication plan that incorporates lessons learned from the case studies. Finally, continued stakeholder engagement and transparency should be prioritized. This research contributes valuable insights into Crisis Communication Management within the commercial media sector, focusing on EBS as a case study. The study underscores the importance of context-specific crisis response strategies and highlights the challenges faced by media organizations in the digital age. By embracing recommended improvements in crisis communication practices, EBS and similar organizations can enhance their crisis preparedness and effectively navigate the complex media landscape, safeguarding their reputation and maintaining stakeholder trust in times of crisisenThesis