Abstract:
This study assessed the practices and opportunities of public relations (PRs) in building reputation of Limmu Coffee Farm Company as main objective. To achieve this objective, the practices & activities of PRs/strategic communication in corporate social responsibility (CSR), communication instruments, and factors affects company reputation/practice public relation were categorized and seen as attributes on ‘reputation building’. The study employed qualitative research approach, wherein, in-depth interview and document analysis were used as data collection instruments. Eighteen (18) interviewees were selected for interview by purposive and convenience sampling technique. Thematic analyses were used in data analysis. The study shows that the practice/activities of PRs were more focused on tradition. Publicity activity was applied in CSR activity; activities of CSR were not only for the purpose of existence, but also for the society interest with less attention on regular stakeholders’ contributions. There was a serious professional gap, lack of professional training skill development, and lack of manpower were a inhibited the practices of public relations. The researcher concluded the PRs sector was not professionally and structurally organized; practices of PRs was not well perceived, corporate social responsibility activity was not well understood as it establishes linkage between company’s reputation with its constituents’ stakeholders in building positive reputation. Finally, the researcher recommended practice of PRs should perceived as it is very crucial for private company, public relations department should professionally and structurally organize, CSR activity should consider stakeholders contributions to build sustainable company reputation.
