The objective of this study was to assess the practice of Addis Ababa University's publicrnrelations office in maintaining a good organizational reputation. The study predominantlyrnfocuses on answering how public relations practitioners do practice public relations to build anrnorganizational reputation, what the communications tools the public relations practitioners usedrnto build a reputation, what the challenges that public relations practitioners have faced to buildrna sustainable organizational reputation. To get the answer to these questions, the studyrnemployed a qualitative method. Data were collected through in-depth interviews and alsorndocument review tools. An in-depth interview was employed to collect information from thernpractitioners of the AAU public relations office. Document review was also used to get insightrninto how the PR materials were designed to send a positive message to build the organization'srnreputation. The overall finding of the research revealed that the practice of public relations isrnnot based on professional standards of public relations and effective communication strategies.rnThe public relations practitioners are somewhat used to the poor communications tools that mayrnable to lead to various undesirable effects, such as information gap, public displeasure, andrninefficient use of valuable resources. This is because the public relations practitioners have beenrnusing poor communications tools and using ineffective communications strategies, then after, thernorganizational reputation of AAU may an able to convert from favorable to unfavorable. Thernstudy also found that most of the PR practitioners practiced with lack of well-trainedrnprofessionals, have negligence attitude towards the profession, absence of adequate capacityrnbuilding pieces of training, restricted bureaucratic system that prohibits the flexibility of publicrnrelations practitioners, shortage of budget, which have a directly undesirable effect on their jobsrnto build the reputation of Addis Ababa University.