PUBLIC RELATION/PR/ PRACTICES IN ETHIOPIAN ELECTRIC POWER

Abstract

Public Relations (PRs) plays very important role in government sectors in building common understanding with its public. The objective of the study was to assess and evaluate the practices of public relations in Ethiopian Electric Power organization. This descriptive research study involves EEP customers, employee, public relation managers and officers of the organization at the head office. Questionnaire, interview and document analysis was used to evaluate the overall practice of PR. Both descriptive and inferential analysis method was used to analyze the quantitative data whereas content analysis was used for qualitative data. Regarding the practice of PR, majority of participants reported less quality and poor practice of PR. The findings also revealed that most respondents agree that PR office is not performing its main role. According to the result, the major public relation tools were broadcasting media, print media and social media. Various challenges were identified in the study that relate to equipment and resource; skilled human power; leadership; passive attitude towards the office; structure of the office; Passive attitude towards the office; Lack of coordination with other departments and lack of competitive. Generally, the practice of PR in EEP was ineffective and the department of PR was not performing its expected role since there various challenge in the organization that hinder to create mutual understanding with public.