Abstract:
Public Relations practice has been widely recognized as an essential part of modern life, and has
made significant contribution in various sectors including government agencies globally. The
main purpose of this study was to assess perceptions and practices of public relations
practitioners‟ in Dawro Zone Culture, Tourism & Government Communications Affairs Office.
To that end, a descriptive cross-sectional design, and a mixed research methods approach was
employed. Data were collected using, questionnaires, document analysis and interviews. A total
of 42 public relations practitioners involved in thesis survey from both zonal and three woreda of
government communication affairs. In addition, five heads of government communication affairs
office from districts and zonal levels participated as key informants. The participants were
selected using available sampling methods and for woredas depend of two successive year‟s
performance. The result of the study indicated that PR practitioners‟ perceive their roles & its
value to organizational achievement positively. However, due to misunderstanding of the roles,
lack of skill and knowledge the practitioners execute the functions to play technician roles as
government communication facilitator. The roles of PR found at low or technician level. The
most often employed PR models to reach the public were one way models (press Agentry and
public information). The tools the practitioners utilized in their communication management
were: press release, meeting, letters, brochures and magazines as well as radio & TV. Using
social media to reach the target public was not functional. In short, the study showed that the
practices of PR in Dawro Zone Culture, Tourism and Government Communication Affairs Office
found in low level. Thus, the study also recommended that to achieve the effective practice, the
top management of the Zone‟s & Woredas‟ Communication Office should give opportunity to
Public Relations Practitioners to participate on managerial functions like decision makings,
setting objectives, strategic planning, counseling and so on.
