Abstract:
The public relations profession is an academic field of modern communication systems in the ever changing organizational business in the contemporary world. Public relations can build a strategic communication process for the mutually beneficial relationship between an organization and its public. The research aims to explore the perception of public relations by civil servants and PR practitioners in ANRS government bureaus. This research has utilized a mixed research approaches. Purposive and convenience samplings were used as the sampling design of the study. Questionnaires, interviews, documents, and focus group discussions (FGD) were used as data collection tools to be able to answer the research questions. From the total number of 7,886 populations in 48 bureaus, 367 questionnaires, 2 interviewees, and 9 focus group discussion respondents have participated as a given sample. The finding of data obtained through the questionnaire was analyzed with SPSS software ), and the other data obtained from the interview and focus group discussion (FGD), and documents were interpreted qualitatively to support the questionnaire respondents data. In addition, the presentation of data has been framed by the public relations models, theory of perception, and theory of professionalism as theoretical frameworks employed. The research's key findings are that: 51.5% of civil servants who participated in the C1 interview and both FGDs did not perceived that PR served as a bridge in ANRS government bureaus; 71.1% of civil servants and 47.4% of PR practitioners who participated in the interview and both FGDs believed that PR practitioners exercised their profession under political interference and it was not a reliable source of information for civil servants. The paper revealed that the various perceptions of public relations among civil servants are challenging for an effective understanding of public relations activities. The reason behind this is the major perspective of public relations roles and functions are not exersised by the system of political intervention. In general, the fndings of data indicated that lack of professional freedom, challenges of professional skill, lack of public trust, and poor perception of organizational structure designs are the major findings of the perception of public relations by civil servants and PR practitioners in ANRS government bureaus.
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