Assessing The Role Of Media Relations In Public Mobilization The Case Of The Grand Ethiopian Renaissance Dam

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Media relations is basically working with media. It is a specialized branch of public relationsrnaiming at building relationships with media in seeking coverage of news. Similarly, journalistsrnneed public relations officers or directors as the source of their news package. And thisrnrelationship is crucial in pursuing their job well on both sides. The main focus of the study is tornassess the media relations role of the National Council for the Coordination of PublicrnMobilization for the Construction of Grand Ethiopian Renaissance Dam Public Relations andrnMedia Communication Directorate. The study employed mixed method of research to give anrnanswer for the research questions in the study and assess the role of media relations in thernconstruction of GERD. The data were collected from 43 journalists and PR director of thernNational Council purposefully to meet the objectives of the study. The findings were comparedrnwith the literature review and theory. The researcher revealed that the National Council hasrndeveloped relationships with key journalist and the media based on a shared news agenda and isrnserving as a trusted source of information for journalists. The study concluded that MR practicesrnof the office are not making the journalists’ job easier in delivering news packages on time andrnthe PR tools used by the office have lack of quality. Finally, the study forward recommendationsrnfor the National Council Public Relations and Media Communication Directorate to enhancernand maximize its media relations practices in building tight relationships to influence the mediarnagenda in the construction of the GERD.

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Assessing The Role Of Media Relations In Public Mobilization The Case Of The Grand Ethiopian Renaissance Dam

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