An Exploratory Study On Communication Practice In Environmental Protection A.a. City Government Environmental Protection Green Development Commission In Focus.

The strategic communication practice to create awareness and bring behavioral change towards the use of local eco-friendly innovations among the residents of the Addis Ababa is more demanding and urgent than ever before. A.A City Government Environmental Protection Green Development Commission’s strategic communication practice is vital towards this ,in creating safe and friendly environment through communicating the benefit of local ecofriendly innovation products.rnIn this regard, the study is aimed at exploring Addis Ababa City Government Environmental Protection Green Development Commission strategic communication practices towards using environmentally friendly local innovations to substitute plastic bags and plastic bottles.rnThe study also attempts to explore the effectiveness of the communication channels used by the commission and encountered challenges during the course of communicating the public and coordinating with the other state and non-state significant actors.rnIn order to achieve this, the basic method of data collection method was through in-depth interview, field observation and document review. Total samples of 25 interviewees are selected purposefully with expert sampling and snowballing technique. From the total of 8 government and non-government organizations which are taken for the study, A.A City Government Environmental Protection Green Development Commission is the center of the study, which its communication practice has been explored. And the rest identified as key actors.rnThe finding from the study showed that A.A City Government Environmental Protection Green Development Commission communication has lacked strategic communication practice, thus the benefit of local ecofriendly innovation is not communicated effectively. Strategic channels of communication mainly broadcasting media, social media, print media and public signage are not incorporated in the communication practice. The communication practice of the commission and other key actors of state and non-state organizations are not coordinated to send the environmental message as One Voice to the public.rnFinally, in order to bring pro environmental behavior among the public towards the use of local environmentally friendly innovations ,the strategic communication practice should be considered . The commission has to coordinate its environmental communication practice and should incorporate the key actors in its communication plan as well. In addition, integrating the strategic communication channels mainly broadcasting, social medias and public signage have to employed for effectively communicating the public.

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