THE PERCEIVED IMPACT OF POLITICAL CHANGE ON THE PRACTICE OF PUBLIC RELATIONS IN GOVERNMENTS COMMUNICATION OF ETHIOPIA

ABSTRACT
The study investigates how shifts in the political landscape influence the practice of public relations (PR) within government communication of Ethiopia, a country with a complex political history that has seen significant shifts from a feudal autocracy, through a socialist regime, to a federal democratic republic. These political transformations have had profound implications for the practice of PR in Ethiopia, particularly within the realm of government communication, has undergone significant transformations amidst the country’s dynamic political landscape. This study employed a mixed-methods research approach, combining qualitative and quantitative methods. The qualitative component involved in-depth interviews with purposive sampling of seven key informants, including government communication officials, PR practitioners, and political affiliations. These interviews provided rich, contextual insights into the evolving nature of PR practices in response to political shifts. The quantitative component consisted of a survey distributed to a sample of 100 PR professionals in government communication, federal ministries and agencies, aimed at quantifying the extent of changes observed in PR practices. The findings revealed that political transitions have significantly influenced public relations practices in Ethiopian government communication. A shift towards more transparent, inclusive, and participatory public relations practices has been observed, emphasizing digital media utilization, public engagement, and the strategic role of public relations. The quantitative data further corroborated the qualitative insights, indicating that political changes have had a positive impact on the practice of public relations in government communication. Respondents reported increased transparency, enhanced stakeholder engagement, and a greater emphasis on digital communication strategies in the wake of political transitions. The shift towards more participatory and transparent PR practices is seen as a response to the public’s demand for greater accountability and the need for the government to build trust with its citizens. Additionally, the research delves into the operational aspects of public relations management within government communication structures, highlighting the multifaceted nature of public relations practices in Ethiopia. Overall, this study contributes to the literature by providing a comprehensive analysis of the impact of political change on public relations in Ethiopia. The findings underscore the importance of continuous training and education for public relations practitioners to navigate environmental shifts effectively. By emphasizing the evolving landscape of public relations in government communication, the research offers valuable insights for enhancing communication strategies during periods of political transitions. The study concludes that adapting to political changes is crucial for the effectiveness of PR practices in government communication, and it highlights the need for ongoing professional development to equip PR practitioners with the skills necessary to manage these transitions.