This research is conducted on the assessment of the effectiveness of Public Relations and rnCommunication practices in promoting Ethiopian Coffee export with reference to Ethiopian rnCoffee and Tea Authority. The study employed qualitative research methodology with purposive rnand convenience sampling methods. Documents, survey questionnaire and interview are the rnsampling instruments used to collect data. Sixteen sample respondents are selected from ECTA rnand its stakeholders to fill the questionnaires and two interviews are taken from ECTAâ€™s senior rnofficial. Through analyzing of the data collected the researcher drew findings that made the rnresearch to give conclusion and possible recommendations. Accordingly, the result obtained rnindicated that PR & Communication department of ECTA isn`t organized as core process and as rnpart of the authority's dominant coalition. Lack of due attention by the senior management of the rnauthority to the department is the main contributing factor for the ineffective practices of the rndepartment. Because of these, the practices of PR & Communication of the authority can`t met rnits duties and responsibilities as well as couldnâ€™t act as the cotemporary PR disciple deserves. rnThe research identified that ECTA`s PR couldnâ€™t play significant role in promoting Ethiopian rncoffee globally. Thus, creating opportunities to raise the awareness of head and top management rnof the authority on roles Public relations is one of the possible solutions recommended. rnFurthermore, scholars have to put their effort for further studies on the practices of international rnpublic relations in relation with Ethiopian coffee export.