Government public relations in Ethiopia: Historical pathways from imperial rule to the digital era
DOI:
https://doi.org/10.64754/thedyke.v20i1.631Keywords:
Ethiopian, government public relations, digital age, imperialAbstract
This study examines the evolution of Ethiopian government public relations (GPR) across four distinct political epochs: the Imperial era under Emperor Haile Selassie (1931–1974), the Socialist transformation of the Derg regime (1974–1991), the Federalist experiment of the Ethiopian People's Revolutionary Democratic Front (EPRDF) (1991–2018), and the contemporary period of digital disruption under the Prosperity Party (PP) (2018–present). Through an analysis of these historical phases, the study demonstrates how changing political systems have shaped government communication strategies, institutional practices, and public engagement mechanisms. Employing a qualitative historical research design, the study draws on government documents, media archives, and relevant secondary literature to trace the institutional development and transformation of government public relations in Ethiopia. The findings suggest that the trajectory of Ethiopian government public relations does not reflect a linear progression towards communicative modernisation. Rather, it reveals recurring patterns of adaptive repression and developmental authoritarianism. Successive governments have consistently employed public relations as an instrument for consolidating and maintaining political power, often at the expense of genuine democratic engagement and citizen participation. Furthermore, persistent structural challenges, including limited transparency, restricted media freedom, weak institutional accountability, and low levels of digital literacy, have constrained meaningful communication reform. Nevertheless, the historical trajectory indicates a gradual transition from highly centralised and authoritarian communication models towards aspirations for more participatory, responsive, and digitally enabled approaches. The study concludes that fostering inclusive governance in Ethiopia's digital era requires significant investment in both scholarly research and professional practice in government public relations, alongside broader reforms that promote transparency, media pluralism, and meaningful citizen engagement.
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