The objective of this study was, assessment of public relations practices in brand strategy: the case of Ethiopian coffee organization. The study predominantly focuses on answering what are the practices of brand strategy in Ethiopian Coffee Organization, What is the role of Public Relations in Ethiopian Coffee branding strategy positioning and how did PR create the new logo of Ethiopian Coffee brand strategy in the Organization. To get the answers of the above research questions, the study used descriptive research design and employed mixed methods. Data were collected through in-depth interviews, questionnaires and also document review. The interview used purposive method of data collection for five interviewee respondents of seven questions which took two hours. From the semi structured interview thematic analysis revealed the organization had a platform carrier through which the new logo can extend the brand strategy of Ethiopian coffee to different countries. The student researcher was distributed 152 structured questionnaires by using systematic random sampling. Totally, 122 questionnaires were collected from 152 (100%) of proposed plan, with the response rate of 80%. The result of the questionnaires analysis revealed that PR and brand strategy has smooth relationship. Document review analyses also displayed to get insight how Public Relations practitioners build the brand strategy of Ethiopian Coffee Organization. From document analysis the study were used annual reports, newspapers, public relations tools like press releases, pamphlet and brochures, and Federal Negarit Gazette of the Federal Democratic Republic Ethiopia. The overall finding of the research revealed, that the practice of Public Relations is not based on professional standards and the organization did not use Public Relations expert fully. The Public Relations practitioners are somewhat used to make the brand strategy of the new logo that to lead to various desirable effects, such as filling information gap, public pleasure, and efficient use of brand strategy. This is because the Public Relations practitioners have been using effective brand strategy tools for the new logo. The study also found that most of the PR practitioners had lack of well-trained professionalâ€™s skills; absence of adequate training of capacity building, restricted bureaucratic system that prohibits the flexibility of Public Relations practitioners, shortage of budget, which have directly undesirable effect on their jobs to build brand strategy of Ethiopian Coffee organization.