Challenges Of Strategic Communication In Selected National Quality Infrastracture Institutions Of Ethiopia

This study aimed at assessing the practices and challenges of strategic communication in the two national quality infrastructure institutions of Ethiopia. A quantitative and qualitative approach was used. Data were collected from the institutions’ directorate directors’, team leaders’ employees and top leaders’ using self-administered structured questionnaire and semi-structured interview guide. A pilot test was carried out with 20 respondents to test the initial reliability and validity of the instrument. The final questionnaire was distributed to 107 directorate directors, team leaders and employees of the two institutions by using random sampling for the quantitative data and purposive sampling for the qualitative data. A total of 104 questionnaires were collected back. Based on the data the communication activities which were practiced in the two existing Ethiopian NQI institutions were not managed, lacked management support, there was not strategy helps to lead the communication strategically in order to achieve the institutions strategic goals and there were also lack of technically qualified personnel. This shows the communication practice of the two NQI institutions was highly challenged by the above problems and it was communicated in a fragmented way. Due to this, the information provided by the institutions cannot protect human health and safety. There were also gaps of the internal and external public’s expectation to get relevant and timely information regarding the institutions. The demands of the internal and external publics were beyond the capacity of the communication departments. Accordingly, the two NQI institutions need to give more emphasis and due attention to the strategic communication. The two national quality infrastructure institutions also should work in cooperation with each other and other stakeholders towards a shared goal. Their services need also to be communicated and branded at national and international level and they should be equipped with modern communication equipment in order to increase their effectiveness in implementing quality and standardization.

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