Meshesha, Nigussie (PhD)Melaku, Andualem2019-08-302023-11-082019-08-302023-11-082019-06http://etd.aau.edu.et/handle/123456789/18917The 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.enJournalismeThesis