Abstract:
This study was aimed to analyze the role of public relations in image building: The case of Jimma University. To achieve this, the researcher employed descriptive research design and qualitative research approach. Hence, in-depth interview, supportive questionnaire and document analysis were instruments of data collection. As to the finding of this study, there is misconception among the public relations practitioners regarding strategic plan in relation to image building. The role of the PRs practitioners in the university was supposed to be more of
the managerial role as it plays greater place for image building. Whereas, what is on the ground shows that more of the routine activities of the coworkers is performing technician roles like facilitating stage, coordinating events, creating media relation and publications of promotional materials. Furthermore, public relations campaign is one of the ideal methods performed in order to convince a specific public of a certain organization. However, Jimma University public relations office has never done PRs campaign. The finding of this paper has confirmed that the office does not have its own strategic plan. Hence, it has confined the role of the public relations office in exerting its role related to image building. Finally, the study is concluded by suggesting helpful comments for further development
