Public relation as a profession has not been given due attention in Ethiopia and, as a result of which, the country is facing serious challenges like conflict which could have been somehow addressed through effective public relation work, according to experts in the field. They further recommend that PR experts need to be well trained, for professional association and apply code of ethics. Sentayehu Girma, Communication and Information Technology Director with Coffee and Tea Authority agree says although public relation experts are striving to bring about national consensus and sustainable peace, it is difficult to say the country has exploited the sector effectively.
A PR by specialization and practice, Sintayehu says limitation of public relation institutions, skilled work force, the existence of negative attitude towards the sector both government and bosses are serious factors which hinders to effective public relation in Ethiopia. Due to PR experts lack of knowledge in their profession, they are mostly allergic to working closely and properly with the media. In addition to this, concealment of information has vital to them to extend their work placement and they assume the action is loyal for their bosses.
However, working in close collaboration with media is vital to save the institution resources even spent for advertisement. While well being communication should be needed between them in order to provide full information for the people. As to Sentayehu, experts should graduate in the field of public relation, form strong association, code of ethics, and experts should be experienced- next to graduated are the main measures which effective public relation experts will be realize in a given nation.
Although public relation should have enforce to separate department but it should be coordinated, it has not known in the country. Public Relation and Advertisement Lecturer at Arbaminch University Zerihun Hailu told The Ethiopian Herald that, in addition to lack of expertise the main shortcoming of PR experts in Ethiopia is their commitment or loyalty to their office or bosses than the people. This is particularly because public relation experts are assigned to the position based on political affiliation.
Government lack of attention for public relation sector and limitation of knowledge among the community are other challenges which hinders to actualize the intended goal throughout the country. On the other hand, public relation institutions has established not more than seven years and no works more; the country has lost property and human beings until now.
In addition to this, novice experts have discouraged due to governmental sectors they asked three or four years work experience as well as the lowincome salary to experts are other factor which impede the enhancement of the sector. As to him, the main objective of public relation experts is create image building, national consensus and sustainable peace in the country by using the responsible position without any interference.
Public relation experts have playing decisive role when they provide balance information from the government and people, while it has playing vital role for creating national consensus, sustainable peace, and development. Although Ethiopia has numerous traditional conflict resolutions methods like Geda system, which common for in the state of Oromia and it has good chance to create national consensus, public relation experts have not attention to them. Due to this, political instability, killed human being and distracting of property are occurred in some parts of the country
The Ethiopian Herald May 11/2019
BY MESERET BEHAILU
