An Assessment of the Practice of Public Relations in Eastern Zone of Tigray

The research was conducted to assess the practice of Public Relations in Eastern Zone of Tigray, and to do so, the researcher used mixed approach. A questionnaire was used to collect the both quantitative and qualitative data from Public Relation (PR) practitioners, employees, and external publics of the Weredas. The findings of the study depicted that professional Public Relations practice in the eastern zone of Tigray is at infant stage because the PR office is not professionally and structurally organized though its key role is well recognized. The PR practitioners have not well understood the concept of Public relations especially its management function to create mutual understanding with the publics rather they are considered to stage the debate other than mediates it. The PR office uses different tools which are not enough in number and frequency to reach the public on regular basis. Concerning the challenges, lack of skilled human power (professionals), passive attitude towards the office (belittling) especially from the top leaders, absence of adequate capacity building trainings, structure of the office (personnel), lack of logistics (electronic equipments) and financial constraint, absence of professional leadership, lack of infrastructure (to reach village publics), reluctance of sector offices, and inadequate assistance from the regions communication bureau were highly challenging the practice Public Relations in the Weredas of Eastern Zone of Tigray. Based on this, the researcher calls up on the concerned body to organize the practice professionally and structurally, and if a conducive environment prevails and appropriate measures are taken, better prospects lie ahead for the practice of professional public relations.