http://ir.bdu.edu.et/handle/123456789/1974 2001-01-13T06:43:15Z 2001-01-13T06:43:15Z Nurhussein, Mohammed http://ir.bdu.edu.et/handle/123456789/13888 2022-07-19T06:17:16Z 2022-02-01T00:00:00Z

A Study on The Practices And Challenges Of Using Social Media as A Public Relation Tool: The Case Of Amhara National Regional State Culture and Tourism Bureau Nurhussein, Mohammed The major objective of this study is to investigate the practices and challenges of using social media as a public relation tool in Culture and Tourism Bureau of Amhara National Regional state. The Public Sphere Theory was used as a theoretical framework of the study as it is appropriate to address the key objectives. To achieve this objective, qualitative descriptive research design was employed. In this study, data was gathered from both primary and secondary sources. In addition, semi structured interview and content analysis was employed to collect necessary data for this study. Besides, the communications published by Amhara National Regional State Culture and Tourism Bureau on social media were used as a supplemental source of data. The content analysis was carried out using these messages as input. Then, the data gathered through interview and document review were summarized and described qualitatively in the interpretation of the data. Based on the above the analyses of data the following conclusions were drawn. Regarding the usage of social media, the findings of this study revealed that top-level management recognizes social media as a valuable tool, is offering strategic counsel to social media operations, and is providing the necessary resources. According to the study, the PR officers at the Amhara Culture and Tourism Bureau use a variety of social media platforms such as Facebook, Youtube, Twitter,etc. However, it should be emphasized that Facebook is the most popular since it has a large number of users and is easily accessible. For example, 83,682 people are the followers of the Facebook of the Bureau. From the analysis of data it was deduced that that Amharic and English are the two most often used languages for social media conversations. Amharic is the most regularly used language to connect with the organization's local people, according to the PR expert respondents. The English language is also utilized by the Amhara National Regional State Culture and Tourism Bureau's to communicate with international customers. The study noted that various problems were discovered in the usage of social media as a PR tool. Among the challenges, lack of technical ability and know-how in properly administering social media platforms is the most commonly highlighted difficulty by responders. According to the findings, the experts in charge of the social media outlets are not fully utilizing the available social media tools and lack advanced knowledge of the platforms. The other barrier in using social media is a lack of or scarcity of resources such as shortage of high-speed laptop computers and audio-visual assets. The data analysis found that one of the obstacles in using social media is misunderstanding of the bureau's messaging by the followers or viewers. . Finally, different recommendations were given to enhance the use of social media as a PR communication tool. Specifically, long and short-term training, as well as introducing best practices from other places and raising awareness of the use of social media as a communication medium, should be provided to the organization in order to fulfil organizational goals successfully. Furthermore, to accomplish organizational goals, the department in charge of social media should be filled with experienced employees and technology.

2022-02-01T00:00:00Z NURHUSSEIN, MOHAMMED http://ir.bdu.edu.et/handle/123456789/13887 2022-07-19T05:58:17Z 2022-02-01T00:00:00Z

A STUDY ON THE PRACTICES AND CHALLENGES OF USING SOCIAL MEDIA AS A PUBLIC RELATION TOOL: THE CASE OF AMHARA NATIONAL REGIONAL STATE CULTURE AND TOURISM BUREAU NURHUSSEIN, MOHAMMED The major objective of this study is to investigate the practices and challenges of using social media as a public relation tool in Culture and Tourism Bureau of Amhara National Regional state. The Public Sphere Theory was used as a theoretical framework of the study as it is appropriate to address the key objectives. To achieve this objective, qualitative descriptive research design was employed. In this study, data was gathered from both primary and secondary sources. In addition, semi structured interview and content analysis was employed to collect necessary data for this study. Besides, the communications published by Amhara National Regional State Culture and Tourism Bureau on social media were used as a supplemental source of data. The content analysis was carried out using these messages as input. Then, the data gathered through interview and document review were summarized and described qualitatively in the interpretation of the data. Based on the above the analyses of data the following conclusions were drawn. Regarding the usage of social media, the findings of this study revealed that top-level management recognizes social media as a valuable tool, is offering strategic counsel to social media operations, and is providing the necessary resources. According to the study, the PR officers at the Amhara Culture and Tourism Bureau use a variety of social media platforms such as Facebook, Youtube, Twitter,etc. However, it should be emphasized that Facebook is the most popular since it has a large number of users and is easily accessible. For example, 83,682 people are the followers of the Facebook of the Bureau. From the analysis of data it was deduced that that Amharic and English are the two most often used languages for social media conversations. Amharic is the most regularly used language to connect with the organization's local people, according to the PR expert respondents. The English language is also utilized by the Amhara National Regional State Culture and Tourism Bureau's to communicate with international customers. The study noted that various problems were discovered in the usage of social media as a PR tool. Among the challenges, lack of technical ability and know-how in properly administering social media platforms is the most commonly highlighted difficulty by responders. According to the findings, the experts in charge of the social media outlets are not fully utilizing the available social media tools and lack advanced knowledge of the platforms. The other barrier in using social media is a lack of or scarcity of resources such as shortage of high-speed laptop computers and audio-visual assets. The data analysis found that one of the obstacles in using social media is misunderstanding of the bureau's messaging by the followers or viewers. . Finally, different recommendations were given to enhance the use of social media as a PR communication tool. Specifically, long and short-term training, as well as introducing best practices from other places and raising awareness of the use of social media as a communication medium, should be provided to the organization in order to fulfil organizational goals successfully. Furthermore, to accomplish organizational goals, the department in charge of social media should be filled with experienced employees and technology.

2022-02-01T00:00:00Z Zikargae, Mekonnen http://ir.bdu.edu.et/handle/123456789/13771 2022-06-17T06:06:25Z 2022-01-01T00:00:00Z

Participatory Environmental Communication for Sustainable Development in Ethiopia: The Case of Organization for Rehabilitation and Development in Amhara Zikargae, Mekonnen This study explored how participatory environmental communication was used by the Organization for Rehabilitation and Development in Amhara in community projects that aimed to improve environmental security, livelihood, and sustainability in the Amhara region, Ethiopia. The study also analyzed what, when, and how the organization applied its implementation strategies. Analytical and theoretical models of participatory environmental communication were used to explore the perspectives of 46 participants. The elements of participatory models were considered through integration theories, participatory theories, and related concepts. Thus, the study developed a comprehensive model and used it to explore the implementation strategies of projects. The new communication model developed for the study is believed to improve intervention practices in community projects. A qualitative design was used to meet the purpose of this study. Purposive and convenience sampling were used in the design to obtain representatives of the intervention sites and the study population. Experts and community members were the study participants. Qualitative data was collected through in-depth interviews, focus group discussions, document analysis, and observation. The main themes were derived from theory and empirical data. Then, the data was transcribed, coded, and analyzed thematically. The findings of the study will be inputs to improving the planning, theory, practice, policy, and research of community projects in local and global contexts. Implementation challenges were mitigated by the organization's objectives of triggering changes through communication, training, sharing of experiences, documentation, participation, and negotiation. The organization showed a strong symbiosis between improvements in environmental security and livelihood. Partnership, positive image building, and collaboration with stakeholders are strong and have lasted three decades. A culture of documentation of success and failure, monitoring systems, and adaptive capacity were considered the strong sides of the organization. However, the organization operated in challenging political situations. The organization could not prove how projects took into consideration all kinds of communication and cultural negotiation aspects. The organization did not establish a standard policy and guidelines for communicating with the project community. The execution mechanisms of projects were overlooked. The adaptive capacity to communicate results to stakeholders was weaker than the potential that the organization had in affluent areas. Community participation was kept to a minimum, resulting in a lack of meaningful participation. Community project learning was in place, but low levels of knowledge management and a lack of awareness were exhibited. Damage to the environment did not receive attention in the implementation strategies, although it influenced community projects. Community efforts to negotiate through cultural and religious institutions have not yet been followed by legal measures. A top-down approach was more prevalent than a bottom-up approach. Furthermore, the overall implementation strategy used for projects was progressive in its intent and practice, though it lacked integration of instruments into project planning at the grassroots level. It is suggested that organizations working on community projects plan and use an inclusive and improved implementation strategy for projects in rural society. The planning and practice of the strategy should also be grounded at the grassroots level.

2022-01-01T00:00:00Z TENAW, ABEBE http://ir.bdu.edu.et/handle/123456789/12290 2021-07-29T11:16:15Z 2021-07-29T00:00:00Z

THE ROLE OF MEDIA AS PUBLIC FORUM IN FOSTERING RURAL DEVELOPMENT ‘YE ARSO ADEROCH WOG’ BY AMHARA TELEVISION TENAW, ABEBE This study examines the potential roles media as a public forum can play in fostering ruraldevelopment: giving particular emphasis on the program named „Ye Arso Aderoch Wog‟literally mean „tale of the farmers‟ which is broadcasted on AMMA in a weekly basis. So as attain sound answers for the objectives, the researcher opted qualitative research design. doing so FGD and individual in-depth interview were employed to gather appropriate data from the rural program viewers. In addition to this, key informant interview was also employed collect pertinent data from stakeholder individuals who in one way or another have concernsand knowledge about what the researcher want for the objectives met. The aforementioneinstruments yielded the following conclusion. Accordingly, the result showed that rural programviewers have more or less positive perception about the program as a relevant instrument fordevelopment. In this regard however, a significant number of them are developing an awkwarfeeling that would result abandoning watching the program. This was due to contents notappealing rural communities needs, repetition of ideas and lack of youth issues. Moreover, theprogram is found to be successful in presenting social and economic issues, but is less successfin presenting poetical awareness (good governance) issues. The result obtained from FGD and in-depth interview informants revealed that, the program is in a good move to empower ruralcommunities with advanced ideas; especially in the fight against harmful traditional practiceand women empowerment. The communication strategies employed to discuss rural communitiesis also found suitable by the rural communities. But it is found out that, all discussion issuewere endorsed directly from the producer to the rural communities; not arise from thecommunities themselves. This research further revealed that, stakeholders who are thought the producer to use program ideas as an input were found no involvement in using program ideas or disseminating massages to their clients. Only one office; agriculture bureau are jointlworking in such away. Most importantly, the result showed that the program lacks inclusiveness; social minority, disable individuals and youths were not represented sufficiently in the program discussion.

2021-07-29T00:00:00Z