Assessing the Practice of Public Relations Practitioners on Image Building Practice: Ethiopia, Hawassa City Administration Municipality in Focus

Mesfin Fitamo Abiyo¹

Section:Research Paper, Product Type: Journal-Paper
Vol.10 , Issue.10 , pp.47-56, Oct-2024

Online published on Oct 31, 2024

Copyright © Mesfin Fitamo Abiyo . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

View this paper at   Google Scholar | DPI Digital Library

XML View     PDF Download

How to Cite this Paper

Abstract :
The primary objective of this study was to evaluate the image-building strategies used by PR practitioners with a focus on Ethiopia`s Hawassa City Administration Municipality (HCAM). The following goals served as its guidelines: to examine the function of public relations practitioners and learn about their difficulties when constructing an image. A review of literature from different sources was done. The study combined quantitative and qualitative approaches with a descriptive research methodology. 121 respondents were chosen as a sample size from a total of 221 populations. 116 out of the 121 respondents responded, yielding a 96% return rate out of 100%. Purposive sampling was utilized in the study for the qualitative approach and stratified sample techniques for the quantitative approach. Instruments like surveys, in-depth interviews, focus group discussions, and thematic analysis of documents were used to gather data. The results showed that PR professionals had no discernible impact on image-building techniques. The study also discovered that there was insufficient practice for the facilitators of problem-solving and experienced prescribers. However, positions in media relations and as communication technicians are useful. The institution has primarily built up a high challenge. With the exception of a few areas, PR practitioners` image-building techniques were generally ineffective and failed to meet the claimed goals. The study suggested that more investigation be conducted into the image-building practices in both government and non-governmental organizations.

Key-Words / Index Term :
Public relations, PRs practice, PRs practitioners, Image-building practice, Relationship, Administration

References :
[1] Babbie, E. The Basics of Social Research (5thEdition).Wadsworth Cengage Learning, 2011.
[2] Broom & Dozier, Researches indicate that practitioners in a predominantly communication technician role, 1986.
[3] Castelli. Notable issue about PRs growth in the U.S.A is the fact that its importance was and is still recognized by the government. 2007.
[4] Cooper and Emony, argue that the objective of the descriptive study, 1995.
[5] Cutlip, S. M., Center A. H., & Broom, G. M..Effective public relation. Upper Saddle, NJ: Pearson Education, Inc, 2000.
[6] Creswell, J. W. A concise introduction to mixed methods research. Sage Publications book. Routledge, 2014.
[7] Daramola, A.C. Fundamentals of Professional Public Relations: A Global Overview. Lagos: CIMCN, 2003.
[8] Duplooy,.Moreover, in-depth interviews are an excellent way of obtaining in-depth knowledge, 1995.
[9] FAPRA. Communiqué from the 19th All Africa Public Relations Conference held in Johannesburg. “Public relations practitioners called on to counter afro-pessimism’’, 2006.
[10] Gezihagne, T. B. The Practice and Challenges of Public Relations in Ethiopia?: The Case of Government Universities. 1(2), 27–37, 2018.
[11] Grunig, J. E. and Hunt, T. Managing public relations. Relations, P., & Ikram.Models of public relations. 1–4 United States of America: Wadsworth, 1984.
[12] Grunig, L. A., Grunig, J. E., & Dozier, D. M. Excellent public relations: Mahwah, NJ: Lawrence Erlbaum, 2002.
[13] Hamed Taherdoost. Sampling Methods in Research Methodology: How to Choose Sampling Technique for Research, 2016.
[14] Heerden, V., Rensburg. Public relations roles Empirically verified among public relation Practitioners in Africa University of Pretoria. 2004.
[15] Jefkins, F. Public Relations. (5th ed.). Harlow: Prentice Hall, 2004.
[16] L’Etang, J. Public Relations in Britain: A history of professional practice in the 20th century Mahwah, NJ: Lawrence Erlbaum Associates, 2004b.
[17] Lievens, F . The SAGE Encyclopedia of Industrial and Organizational Psychology , 2nd. April, 2018.
[18] Mihret, M. Roles and practices of public relations at the federal democratic republic of Ethiopia ministry of health (MA thesis).Ethiopia: Addis Ababa University, 2018.
[19] Moll,. Media organizations were made to be organized under the Ministry of Pen, 2004.
[20] Neuman, WL. Social research methods: qualitative and quantitative approaches. Needham Heights: Allyn and Bacon, 2003.
[21] National Open University of Nigeria, 2006
[22] Public Relations Society of America (PRSA).What is Public Relations? PRSA`s Widely Accepted,2011-12.
[23] Rawjee. The strategic contribution that public relations make to an organization`s success, 2012.
[24] Skinner , C, Mershame , G. and Von, 2009.
[25] Stacks, D. W.Dictionary of public relation measurement and research (3rd Ed.). Florida: Institute for Public Relations, 2013.
[26] Solomon Ali. Public Relations in Ethiopia: Problems and Tendencies. Ministry of Tourism and Culture, 2000
[27] Weinstein, S., & Whiting, B. What Do PR Practitioners Do?? PR Practitioner Duties & Roles, 2022.