Abstract:
In developing countries like Ethiopia the outbreaks of pressing health problems (pandemics) are very big challenges. Unable to properly communicate with the target audience during such kind of risks make countries pay social, economic and political expenses. To this end, the study tried to know the risk communication practice of Amhara regional Health Bureau. Therefore the study specifically focuses on the risk communication practices of the Bureau during the outbreaks of AWD/Cholera in 2016. To consider the communication practice of the Regional Health Bureau, the study basically employed qualitative design. The study also employed Focus group discussion (FGD), in-depth interview and document analysis as tools to generate relevant qualitative data pertaining to the issue in focus. Eventually, the study has come up with the finding that the Bureau for the most part could not employ risk communication on the basis of its basic principles. The Bureau does not clearly understand the very idea of risk communication. The Bureau has been found to have no risk plan at all before the prevalence of the pandemic. The bureau has been found to have no any organized means to collect feedback from the audience. The bureau seems to have no proper evaluation and analysis of feedbacks coupled with lack of honesty during the process. What is more, the recovery phase was found to be not communicated properly. Therefore the Bureau is beneficiary if it give due attention for the practice of risk communication practice and employ ample and efficient man power to handle the practice.