ASSESING THE PRACTICE OF EXTERNAL PUBLIC RELTIONS: THE CASE OF BORANA UNIVERSITY

Abstract
The primary aim of the research was to evaluate the external public relations practices at Borana University. Both qualitative and quantitative methods were used in the research. Data was gathered through interviews and questionnaires. Participants in the questionnaire included the university's PR department, administration, and external publics such as the Borana zone administration, communication office. They were specifically chosen by the organization( PR deparment,accadamic staff, administration staff) and the external public. Data from the questionnaire and interview were tabulated, and percentages in numbers were used for quantitative analysis. According to the data that has been examined and interpreted, Borana University's public relations (PR) practices are effective in building and sustaining relationships with the public and in fostering a cordial work environment between the organization and the public (both internal and external public). Unfortunately, a few issues, like a lack of skilled labor, adequate funding, and working supplies, make it ineffective. Therefore, the organization must pay close attention to give the right person at right positions in the public relation organizations or departments,the department uses its own communication sector rather than relying on outside media sources for its operations,various trainings on capacity building for communication competence and other important knowledge are provided to PR practitioners,the department's funding is insufficient. For instance, organization pays attention to bringing equipment or materials for PR materials in order to transmit messages and Some Public relations practitioners is not engage in a variety of tasks across the firm in order to be successful in accomplishing their objectives and carrying out their missions and facilitating supportive mechanisms for both public in order to overcome such issues and improve department functions. The researcher suggested that in order to significantly improve PR practices in the workplace, the relevant bodies hire PR practitioners with expertise in language, journalism, and communication. Additionally, the department should establish its own communication division rather than relying solely on outside media.