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GRADUATE PROGRAM the Strategic Role of Public Relations in Crisis

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GRADUATE PROGRAM the Strategic Role of Public Relations in Crisis GRADUATE PROGRAM The Strategic Role of Public Relations in Crisis Management and Reconciliation Process in Ethiopia: The case of Burayu City Displacement Crisis Leta Feyisa Kuyu A Thesis Submitted to the Graduate Program of the School of Journalism and Communication of Addis Ababa University in Partial Fulfillment of the Requirements for the Master of Arts Degree in Public Relations and Strategic Communication June, 2019 Addis Ababa, Ethiopia The Strategic Role of Public Relations in Crisis Management and Reconciliation Process in Ethiopia: The case of Burayu City Displacement Crisis Leta Feyisa Kuyu Advisor: Ton Veen (Prof.) A Thesis Submitted to the Graduate Program of the School of Journalism and Communication of Addis Ababa University in Partial Fulfillment of the Requirements for the Master of Arts Degree in Public Relations and Strategic Communication June, 2019 Addis Ababa, Ethiopia i Declaration I, the undersigned, declared this thesis is my original work and has not been submitted or presented for a degree in any other university, and that all source of materials used for this study have been properly acknowledged. Leta Feyisa_______ ___________________________ ____________________ Name Signature Date ii APPROVAL Addis Ababa University School of Graduate Studies MA in Public Relations and Strategic Communication This is to certify that the thesis prepared by Leta Feyisa, entitled ‘‘The Strategic Role of Public Relations in Crisis Management and Reconciliation process in Ethiopia: the case of Burayu City Displacement Crisis, Oromia’’ submitted in partial fulfillment of the requirements for the Degree of Master of Arts in Public relations and Strategic Communication. It complies with the regulations of the University and meets the accepted standards with respect to originality and quality. Approved by Board of Examiners ___________________________________ __________________ _________________ Thesis Advisor Signature Date ___________________________________ ___________________ _________________ Internal Examiner Signature Date ___________________________________ ___________________ _______________ External Examiner Signature Date __________________________________________________________________ Chair of Department or Graduate Program Coordinator iii Abstract In recent times, Ethiopia has experienced different crisis situations. But, it seems that little attempts have been made by different stakeholders including the government in using scientific and strategic crisis communication efforts to avert crisis and work on reputation and good relationship with publics. The study aims at exploring a crisis scenario occurred at Burayu town particularly, in the displacement crisis in September 2018. The main objective of this study was to examine the relevance of crisis public relations practices at all phases of crisis, and also the reconciliation process after crisis to protect reputational assets and to bring peace. In this study, the crisis event was assessed through scientific approach and best practices on crisis communication. Qualitative research approach was employed to collect and analyze data generated through in-depth interview with key informants selected through purposive and snow ball sampling techniques. Relevant data collected through qualitative contents analysis method and FGDs were analyzed accordingly. The study describes in detail about the concepts of Public relations, Crisis management and Reconciliation process to demonstrate the strategic role of public relations in crisis management and reconciliation process. In September 2018, people were displaced for three reasons from Burayu City. The first one was the clash between youth of different ethnic groups; the second one was due to the disseminating wrong information; and the third one was the prevalence of fear. In this study, crisis communication is described and analyzed as a sense-making process where reality is negotiated and constructed in cultural contexts and situations. Public relations practitioners should be work to manage such kind of crisis to protect the relationship between organization (Government) and publics. The findings of the study show that there was poor understanding on public relations profession and a huge gap in using strategic public relations to manage crisis and conduct reconciliation. In short, Crisis is often a result of poor communication between organizations and its publics, and consequently more focus should be put on the pre-crisis phase and on building and maintaining long-lasting relationships. Then, Communication and ongoing dialogues with publics is the only way to nurture and restore constructive relationships. iv Acknowledgment First and foremost I heartedly praise the Almighty God, who favors me in my entire life, let me begin and bring my study to an end. I would like to express my deepest and sincere gratitude to Professor Ton Veen for his unreserved and persistent advice throughout the period. I am very grateful to his concern and swift response. Had it not been for his constructive, important and professional comments, the realization of this work would have been very difficult. I cannot forget the moral assistance I received from my classmates and friends throughout the writing of this thesis. My gratitude to my friend, Gude, is unique. Her advice has always been instrumental for my success.. My gratitude goes to my parents, who have been sources of inspiration and their invaluable support they extended to me. I remain grateful for your concern in my education. In this regard, my Mother deserves a special recognition. Also, My Father, I have never forget that your involvement, contribution and follow up to enroll me school. You are passed, but, your advice strength and keep me grounded. I thank you very much and God pay rewards all that you have done. I also want to express my gratitude to the people I interviewed Finally, I would like to thank Addis Ababa University for the full financial sponsorship to finish my study. Also, I do not want to leave Burayu City administration and staffs for their cooperation. Its achievement would not have been possible without the cooperation of those estimated that helped me. Thus, it is my pleasure to thank you all for your help. v Table of Contents Abstract ........................................................................................................................................................ iv Acknowledgment .......................................................................................................................................... v Table of Contents ......................................................................................................................................... vi Abbreviations and Acronyms ...................................................................................................................... ix CHAPTER ONE: INTRODUCTION ........................................................................................................... 1 1.1 Background of the Study .................................................................................................................... 1 1.2 Statement of the Problem .................................................................................................................... 4 1.3 Objectives of the study ........................................................................................................................ 5 1.3.1 General objective ......................................................................................................................... 5 1.3.2 Specific objectives ....................................................................................................................... 6 1.4 Research Questions ............................................................................................................................. 6 1.5 Significance of the study ..................................................................................................................... 6 1.6 Scope of the study ............................................................................................................................... 7 1.7 Limitation of the study ........................................................................................................................ 7 1.8 Organization of the Study ................................................................................................................... 8 CHAPTER TWO: LITERATURE REVIEW ............................................................................................... 9 2.1. Concept of Public Relations ............................................................................................................... 9 2.1.1. Definition of Public Relations ..................................................................................................... 9 2.1.2. Historical development of Public relations ............................................................................... 10 2.1.3. Models of Public Relations ....................................................................................................... 11 2.1.4. The Strategic Role of Public Relations ..................................................................................... 12 2.1.5. Media relations in Public Relations .......................................................................................... 15 2.2. Concept of Crisis .............................................................................................................................
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