Exploring The Practice Of Government Public Relations The Case Of Fdre Prime Ministers Office Press Secretariat

Journalism And Communication Project Topics

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PRs practice in Ethiopia in general government offices in particular is still in the infant stage.rnUnfortunately, all the regimes that assumed power during those times implemented publicrnrelations fully depriving its professional nature and undermining its roles. The currentrngovernment system affirmed that government communication will not be a propaganda machinernanymore. So as to show the commitment, the reformed government reorganized a newrngovernment communication by dissolving the former Government Communication Affairs Office.rnThe main purpose of this study is to explore the practice of government PRs in the case ofrnFederal Democratic Republic of Ethiopia- Office of the Prime Minister. The research studiedrnhow the Prime Minister Office Press Secretariat practices PRs activities, what the major PRsrntools are used by the Prime Minister Office Press Secretariat, how the internal staffs view thernimportance of PRs, and the challenges to implement the PRs practices. The research employed arnqualitative research approach, wherein, in-depth interview, focus group discussions (FGDs),rndocument analysis and observations were used as data gathering instruments. The study usedrnqualitative case study research method. With regard to the sampling procedure, thirteenrnmanagers, senior experts and practitioners of the Press Secretariat were selected for interviewrnusing purposive sampling techniques. The researcher has also conducted one FGD with otherrnstaffs of the Secretariat with a total number of six participants. The FGDs have been made forrnthe purpose of triangulation. The study showed the practice of PRs the newly formed PM office isrnon type of PRs model which is called Public Information Model of Grunig and Todd Hunts thatrnis mainly focused on one way communication. Besides, the press secretariat uses differentrncommunication tools such as press release, press conference, media relation, photo exhibition,rnand others to reach the public but the press conference is seldom organized by the department.rnMoreover, the Press Secretariat has been challenged with the political appointment of managersrnand practitioners, negative image of the public towards government communication, limitedrncommunication and flow of information with regional states and other stakeholders, and lack ofrnprofessionalism. The study recommended that the press secretariat to implement a two wayrnsymmetrical communication model, and organize the office with professionals, and develop arncommunication strategy.rnKey words: Public Relations, Government Communication, Press Secretariat

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Exploring The Practice Of Government Public Relations The Case Of Fdre Prime Ministers Office Press Secretariat

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