Title: The Practice of Public Relations in Public Universities of Ethiopia: A Case Study of Ambo

University

1. Introduction
1.1 Background
1.2 Problem Statement
1.3 Research Objective
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study

2. Methodology
2.1 Research Design
2.2 Sampling Technique
2.3 Data Collection Methods
2.4 Data Analysis Techniques

3. Time and Cost Breakdown

3.1 Time schedule

3.2 The cost breakdown

References
INTRODUCTION
1.1 Background of The Study
Public relations (PR) is a crucial aspect of organizational communication and reputation
management. In the context of public universities, effective PR strategies are essential for
establishing and maintaining a positive image, fostering stakeholder engagement, and attracting
students, faculty, and community support. This proposal aims to investigate the practice of public
relations in public universities in Ethiopia, focusing on the case study of Ambo University.

Ethiopia’s public universities face unique challenges and opportunities in their PR efforts due to
the country’s diverse cultural, linguistic, and socio-economic landscape. Understanding the
specific strategies employed by Ethiopian public universities to manage their PR activities can
provide valuable insights that will contribute to the existing body of knowledge on PR practices
in different cultural contexts.

Ambo University, located in the town of Ambo, Ethiopia, is one of the prominent public
universities in the country. Since its establishment in 1938 as a teacher training institution and
subsequent transformation into a full-fledged university in 2011, Ambo University has
experienced significant growth and is committed to providing high-quality education and
research opportunities. Studying the PR practices at Ambo University can provide valuable
insights into the challenges and opportunities faced by Ethiopian public universities.

To conduct a comprehensive analysis of PR practices in Ambo University, this research proposal

suggests using a case study methodology. A case study approach allows for an in-depth
exploration of specific phenomena within a real-life context, providing rich and detailed
findings. By conducting interviews with key stakeholders such as university administrators,
faculty members, students, and community leaders, as well as analyzing relevant documents and
conducting surveys, this research will gather qualitative and quantitative data to gain a
comprehensive understanding of Ambo University’s PR practices.

This proposal builds upon previous studies investigating PR practices in the higher education
sector, both internationally and within African contexts. For example, Ayandibu (2010) examined
PR practices in Nigerian universities and found that effective PR efforts significantly contribute
to enhancing the university’s image and attracting stakeholders. Similarly, in a study on PR in
South African universities, Botha and Elmie (2016) highlighted the importance of developing
strong relationships between universities and their stakeholders.
Furthermore, studies examining PR practices in developing countries have highlighted the
specific challenges faced by public universities in these contexts. For instance, Al-Malki and
Zadah (2013) explored PR practices in Saudi Arabian universities and found that the lack of
resources, inadequate training of PR professionals, and resistance to change were significant
barriers to effective PR efforts. Adhikary (2009) also discussed the challenges faced by Nepalese
universities in implementing effective PR strategies due to limited resources and a lack of
recognition of the significance of PR in the higher education sector.

This research proposal seeks to contribute to the existing body of knowledge by examining the
practice of PR in Ethiopian public universities, with Ambo University as a case study. By
addressing the specific challenges and opportunities faced by Ambo University in managing its
PR activities, this research aims to provide valuable insights and recommendations for enhancing
PR practices in Ethiopian public universities.

In conclusion, the practice of PR is vital for the success and reputation of public universities in
Ethiopia. This research proposal aims to investigate the PR practices in Ethiopian public
universities, specifically the case study of Ambo University. By utilizing a case study
methodology and drawing on previous research in the field of higher education PR, this study
aims to generate valuable insights that will inform the development of effective PR strategies and
enhance stakeholder engagement in Ethiopian public universities.

1.2 Statement of The Problem

Effective public relations (PR) practices are pivotal for public universities in Ethiopia to establish
and maintain a positive image, engage stakeholders, and attract students, faculty, and community
support. However, there is a noticeable knowledge gap regarding the specific strategies,
challenges, and opportunities faced by public universities, such as Ambo University, in managing
their PR activities. This research proposal aims to address this gap by conducting a case study on
the practice of PR in Ambo University.

Ambo University, one of the prominent public universities in Ethiopia, faces unique challenges
and opportunities in its PR efforts due to the country's diverse cultural, linguistic, and socio-
economic landscape. This research will examine the specific strategies employed by Ambo
University to manage its PR activities and shed light on the challenges and opportunities it
encounters in these efforts.
A key challenge faced by public universities in Ethiopia is the effective communication of their
mission, values, and achievements to a wide range of stakeholders. Ethiopian public universities
are responsible for providing quality education, conducting research, and serving the community,
but inadequate PR practices can hinder their ability to effectively communicate these
contributions. This is particularly important for Ambo University, which has experienced
significant growth in recent years and aims to be recognized as a center of excellence.

Another challenge is the effective engagement of stakeholders in a rapidly evolving media

landscape. With the advent of digital communication platforms and social media, public
universities need to adapt their PR strategies to effectively engage with their stakeholders in a
multi-channel environment. However, limited resources, lack of specialized training, and
resistance to change can pose barriers to implementing effective PR practices within Ethiopian
public universities.

Furthermore, the absence of research specifically focusing on PR practices in Ethiopian public

universities limits the understanding of best practices and inhibits the development of targeted
strategies to overcome these challenges. While studies on PR in the higher education sector exist
in other contexts (Ayandibu, 2010; Al-Malki & Zadah, 2013; Botha & Elmie, 2016), a dedicated
exploration of the practice of PR in Ethiopian public universities, particularly at Ambo
University, is lacking.

1.3 Research Objectives

1.3.1 General Objective:
The general objective of this study is to investigate and analyze the practice of public relations in
public universities in Ethiopia, with a specific focus on the case study of Ambo University.
1.3.2 Specific Objectives:
The specific objectives of this study are as follows:
1. To examine the current public relations strategies and tactics employed by Ambo
University in promoting its image and managing stakeholder relationships.
 2. To identify the key stakeholders involved in Ambo University’s public relations activities
and understand their perceptions and expectations of the university’s communication
efforts.

3. To investigate the challenges and barriers faced by Ambo University in implementing

effective public relations practices, considering factors such as limited resources, cultural
dynamics, and the rapidly evolving media landscape.

1.4 Research Questions

This research proposal seeks to address the following research questions:
1. What are the specific strategies employed by Ambo University to manage its PR
activities?

2. What are the challenges and opportunities faced by Ambo University in its PR efforts?

3. How does Ambo University engage with different stakeholder groups using both
traditional and digital communication channels?

1.5 Significance of The Study

This research proposal is significant as it will contribute to the existing body of knowledge on
public relations in higher education, specifically in Ethiopian public universities. The findings
will inform strategies and recommendations for improving public relations practices at Ambo
University and other public universities in Ethiopia. Additionally, policymakers and university
administrators can use the outcomes to develop policies and guidelines for effective public
relations in higher education institutions.
1.6 Scope of The Study
The proposed study aims to investigate the practice of public relations in public universities in
Ethiopia, with a specific focus on Ambo University as a case study. The study will examine the
strategies, activities, and communication channels utilized by public universities in Ethiopia,
specifically at Ambo University, to engage with stakeholders, including students, faculty,
administrative staff, alumni, government entities, media, and local communities.
This study will focus also on the specific context of public relations practices within Ethiopian
public universities, utilizing Ambo University as a case study to provide valuable insights and
recommendations for the improvement of public relations within the higher education sector in
the country.

2. METHODOLOGY
2.1 Description of the Study Area
The study will be conducted in Ambo Town, West Shewa zone of Oromia regional state, Ethiopia
which is located at 114 KM away from Addis Ababa to the west. The area is located at 8°56’30”
– 8°59’30” N latitude and 37° 47’30” – 37°55’15” E longitude and has an elevation of 2101
meters above sea level. The temperature ranges from 15°C-29°C with average temperature of
22°C. It receives a mean annual rain fall ranging from 800-1000 mm with an average of 900 mm.
The highest rainfall concentration occurs from June to September and the mean monthly relative
humidity varies from 64.6% in August to 35.8% in December.

2.2 Research Design

The research design for this study will be both quantitative and qualitative, utilizing surveys,
interviews, and document analysis to gather a comprehensive understanding of public relations
practices at Ambo University. The mixed-methods approach will allow for a more holistic
exploration of the subject, offering a deeper and more nuanced understanding of the
communication dynamics within the university.

2.3 Sampling Technique

The study will use purposive sampling to select participants who have direct involvement in
public relations activities at Ambo University, including communication professionals, university
administrators, faculty members, and students. Sampling criteria will be based on their roles and
responsibilities related to public relations and communication activities within the university.
2.4 Data Collection Methods
Data collection will involve the use of surveys to gather quantitative data on the current
practices, challenges, and perceptions of public relations within the university. Additionally, in-
depth interviews will be conducted with key stakeholders to obtain qualitative insights into the
effectiveness of current public relations strategies. Document analysis will be used to review
internal communication materials and public relations publications to gain a comprehensive
understanding of the university’s communication strategies.

2.5 Data Analysis Techniques

Quantitative data collected through surveys will be analyzed using statistical methods to identify
patterns, trends, and correlations related to public relations practices at Ambo University.
Qualitative data from interviews and document analysis will be subjected to thematic analysis to
identify recurring themes and extract key insights related to the practice of public relations
within the university.

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References:

- Al-Malki, S., & Zadah, M. (2013). Public Relations Practices in Saudi Arabian
Universities: Challenges and Opportunities. Journal of Communication and Media
Research, 5(2), 143-156.

- Adhikary, D. (2009). Public Relations (PR) Practices in Higher Education: The Case of
Two Public Universities in Nepal. Journal of Media and Communication Studies, 1(1), 1-
10.

- Ayandibu, O. (2010). Public Relations Practices in Nigerian Universities. Journal of

Media and Communication Studies, 2(1), 8-15.

- Botha, E., & Elmie, N. (2016). Public Relations Challenges and Relationship
Management in South African Public Universities. Journal of African Studies in Higher
Education, 8(1), 190-207.

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods

Approaches. Sage Publications