A Comparative Study Of Public Relation-practices Focused On Ethio-telecom And Ethiopian Electric Utility

The objective of the study is to examine the success and challenges of the practices and implementation ofrnpublic relations profession in the two Ethiopian organizations-Ethio-telecom and Ethiopian electric utility. Thernstudy used a comparative analysis of the two organizations and employed a quantitative method that wasrncomplemented with qualitative data. Standards tabulations and quantitative analysis were done using StatisticalrnPackage for Social Science (SPSS) version 20. Proportions of the variables were measured for testingrnsignificant differences and relationships among variables. Content analysis was used to analyze the qualitativerndata. The study sees the following major findings .Majority of the participants (76.8%) reported that thernexisting pubic relation activities of their organization was ‘good’, and 12.5% of them said ‘excellent’ whilern10.7% of them felt ‘bad’. All of those participants who reported ‘bad’ were from Ethiopian Electric Utility. rnRegards their belief about public relation as the heart of their organization, many of them (44.6%) agreed andrn19.6% strongly agree, other 19.6% of them neither agree nor disagree, 10.7% disagree and 5.4% stronglyrndisagree. The respondents reported that low awareness of PR profession as the first challenge (30.4%), poorrnplanning and coordination (25.0%), lack of PR professionals (21.4%), poor utilization of social media (12.5%)rnand financial constraints (10.7%). Furthermore, 64.3% respondents follow media news, documentary and otherrnprograms in order to identify any crisis potentially happening over their organization and most of them (44.6%)rnutilized various forms of Medias, 26.8% meetings with stakeholders, 16.1% trainings, 7.1% education andrn5.4% persuasions. However, the higher number of participants (55.4%) said their organization didn’t conductrnsuccessful crisis management.

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