INTERNAL COMMUNICATION STRATEGIES IN AN EMERGING GOVERNMENT HIGHER INSTITUTION IN ETHIOPIA: THE CASE OF WERABE UNIVERSITY

ABSTRACT
This study assesses internal communication strategies in Werabe University. Then the objective of this study was to assess the role of internal communication strategies in building organizational image in Werabe University context, to understand the perception of werabe university stakeholders(internal public) in internal communication strategies of the university, to identify communication channels that are used by PR.to investigate the challenge experienced effective internal communications. To accomplish this objective and come up with the findings, the study employed mixed research methodology. Accordingly primary data was collected through, questionnaire and interviews. In this study, purposive and simple random sampling techniques were adopted. The target groups for this study were academic staff, administrative staff, students PR practitioner and Management of University. Secondary sources like documents were used to include the relevant data and to consolidate the study. The findings demonstrate that Werabe University internal publics strongly believed that internal Communication has been important for practice of PRs and image building. They have good internal communication and have best interpersonal communication and interaction among one another. However; they haven’t get updated information from PRs. They reflect negative response on Werabe University’s communication strategy as lacking professional rigor. According to the research finding, internal publics use formal and informal communication strategies. The electronic-internal communication channels are more effective and interactive than others. PRs use email, face book, telegram, memo, brochures, pamphlets, banner s, notice -boards, meetings, as internal communication strategies. The challenges experienced in delivering effective internal communications of the university: The university PRs practitioners do not provide up-to-date information about the university to the internal public. WRU PRs practitioners lack of giving (facilitating) training to internal publics. The study result revealed, that was partly due to lack of enough skilled human power who are acting as public relations practitioners, and budget problems. This study recommended that the PRs practitioner should address updated information about Werabe University for internal publics. The university should also prepare its own internal communication strategy.