Assessing the Public Relations Tools, Models and Practices in Gambella Regional State Communications Affairs Office South West Ethiopia

Abstract

The aim of this study was to explore the public relations Practices, models and P.R. tools used in Gambela regional government communication affairs office (South west Ethiopia). The study employed mixed approach: qualitative and quantitative methodology. For qualitative method, indepth interviews but for the quantitative, document analysis and observation were employed. Besides, it explored the subjects based on Grunig’s four P.R. models; the Media agentry, the Public Information, the Two-way asymmetrical and two-way symmetrical models. The qualitative data was analyzed with thematic analyses and the quantitative data with tables showing frequency and percentage distribution. According to the result obtained from the in-depth interviews, document analysis and observations showed that the press agency model of public relations was the most commonly used model of the public relations practice in the study area. The result also showed that there was a problem in relation to implementing some strategies like broacher and magazines in reaching to the external customers, the communication office did not listen to the various stakeholders when identifying problems and communication priorities. The office also did not clearly and appropriately define the target group for different objectives and priorities. opportunities are not there for attachment to news events or partners exploited. In addition, the office had not effective training program in place to develop the skills of existing staff.