Assessing The Practice And Challenges Of Organizational Strategic Communication: Jimma Zone Education Office In Focus.

Abstract

The purpose of this study was to investigate factors that affect Jimma Zone education organization towards strategic communication. To achieve the objectives of this research, descriptive survey was chosen for this study and also mixed method was used. This helped the researcher to employ both quantitative and qualitative methods of data collection. The participants of the study were 8 leaders who were selected using survey sampling and 72 workers who were selected by sampling. The eight leaders were purposely selected. Because the researcher believed that they can provide enough and clear information. Also, workers were sampled by using sampling. Data required for the study was collected through questionnaire and interview. First, one-to-one interview was conducted with Jimma Zone and Seka Woreda education principals as well as Yiddo and Tesfa Tewahido Elementary schools directors. The data collected were analyzed both qualitatively and quantitatively; The results of the study revealed that some workers might lack motivation mainly due to the following possible reasons: wrong perception towards communication, poor knowledge of the strategies, lack of goal orientation, wrong attitude towards the role of workers, wrong attitude towards the workers on the method of communicating. It was also found that most of the leaders were not using strategies of communication appropriately. Based on the findings, it was suggested that leaders should encourage the workers by setting desirable strategic communication.