Findings of the search of PR in Ethiopia

How to prove when it’s hard to find proofs? We westerners always like to measure and rank and analyse. UK-based Gyroscope consultancy has created an “Africa Communication Index” ACI, to measure the extent and effectiveness that PR can be conducted in different African countries. Well here’s a fact for you - Ethiopia scores 22.51 out of 100. (In comparison Kenya scores 68.77, Egypt 80.92 and South-Africa 89.35. Source: The Global Public Relations Handbook, p 301 307)

So there is very little scientific PR in Ethiopia. I would call it some kind of pre-stage of PR and Grunig would call it one-way pressagentry/publicity model (lecture notes: Developments of PR processes). There is just no need for academic PR concept in most of the Ethiopians’ lives. Majority of the population in are still tackling with their basic needs. When people lack their basic needs, such as water and shelter, they simply cannot be interested in some organizations image and reputation. I guess Public Relations means Personal Relations in Ethiopia.

Also other society related factors effect on the stage of PR. Political factors are unstable, democracy is debatable and the government controls the media. There is both political and organizational corruption. There is a huge diversity of social and cultural factors. Ethiopia was never really colonized as other African countries, besides Liberian. Thus Ethiopia doesn’t even have mother country’s effects on PR history or its help in PR’s development either.

Nevertheless the future might bring some changes. The Economist magazine predicts Ethiopia as 4th fastest economy for 2009. Managed PR exist already in big international companies with excellent PR resources and their rich and educated stakeholders who have purchasing power. Addis Ababa University has a Faculty of Journalism and communications. When the GDP grows the Faculty’s web page contents may change from “Lorem ipsum” text to something else. LinksAmazon that advertises “Be the First to Register and List your Website for free in Marketing and Advertising - Public Relations Ethiopia category” may get registers.
And APRA may get its Ethiopian public relations professional association.

My search of the PR in Ethiopia has ended with this blog, but this search has raised my interest and I’ll be following the developments. I hope you’ll keep me company. Dähna hunu!