Assessing the Practices of Public Relations: The Case of Seka District Communication Office at Jimma Zone, Ethiopia

Eyasu Yaya Sada


The overall objective of the study was to assess the practices of PR in the communication office of Seka Chekorsa district at Jimma Zone. The research was conducted using both qualitative and quantitative approaches. The data was collected from questionnaire, interview and document analysis. Questionnaire participants were the international and external publics of the Seka district communication office, and they were selected using convenience sampling. The two PR practionnaires  were purposefully selected from the communication office of the district. With regard to data collected from questionnaire, it was tabulated and analyzed quantitatively using percentage in numbers. And the information that was gathered from interview and document analysis was analyzed qualitatively by using narration and description. Based on analyzed and interpreted data, the practices of PR in Seka Chekorsa are good especially in establishing and maintaining relationship, and in creating friendly atmosphere of communication between organization and publics (internal and external publics). However, it is not effective because of some problems like lack of professional man power, working material and enough budgets. Therefore, to overcome such problems and to make department functions more, the organization must give much attention to facilitate supportive mechanisms to the department.  The researcher recommended that the concerned bodies should employ PR practitioners who are skilled in the field of language, journalism and communication, and the department has to have its own communication sector instead of working depending on other’s media for the far betterment of the practice of PR in the office.

Keywords: Public Relations (PR), Communication, Practice, Seka Chekorsa, Distict

DOI: 10.7176/NMMC/85-04

Publication date: November 30th 2019

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ISSN (Paper)2224-3267 ISSN (Online)2224-3275

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