Organizations with excellent public relations programs have been found to be successful inrnachieving their goals (Grunig et al., 2002). This research assessed the practice and challenges ofrnpublic relations in non-profit organization with emphasis on the Ethiopian Red Cross Society.rnThe research studied what the status of public relations challenge and practices is in ERCS, howrnERCS utilizes professional PR strategies and principles in informing about its goals andrnactivities in order to create awareness, what challenges are faced in public relations at the casernorganization and whether the PR professionals of Ethiopian Red Cross require sufficientrntraining in order to bring best practice in their organization. The research employed a mixedrnresearch approach, wherein, questioner, in-depth interview, document analysis and observationsrnwere used as data gathering instruments. The study used survey research method. With regard tornthe sampling procedure; eighty internal stakeholders of ERCS were selected to fill the questionerrnusing random sampling techniques. The researcher has also conducted interviews with PRsrnprofessionals who are working in ERCS with a total number of five participants. The interviewrnhas been made to get additional information from the management and to cross check somernfindings. The study showed that PRs is not considered as a core process, the PRs activity lacks arnsystematic focused and institutionalized approach to PRs and that the model and practice of PRsrnin ERCS focused on type of PRs model that is two way asymmetry model. The studyrnrecommended that PRs programs of ERCS should be owned by employees at all level. Besides,rnthe PRs activities of the organization should be communicated both in digital media and thernmainstream media. Furthermore, ERCS needs to have well organized strategic communicationrnplan.