Rahel Zewdu Kebede
Addis Ababa,AA
Summary
I am a dynamic communications expert with more than 20 years of experience working with both local and international organizations. Throughout my career, I have built a proven track record with prominent institutions such as the U.S. Embassy, the U.S. Mission to the African Union, and USAID. My expertise spans across a wide range of areas, including press and digital media management, where I have consistently delivered results.
I specialize in creating compelling and impactful digital content that resonates with diverse audiences. Additionally, I am adept at analyzing media trends, which enables me to optimize strategies for maximizing public engagement and reach. My skills also extend to crisis communication, where I have successfully handled high-pressure situations with poise and precision.
I have demonstrated significant accomplishments in designing and implementing comprehensive communication strategies that drive both short-term and long-term objectives. Moreover, I have a strong background in developing and leading training programs that equip teams and individuals with the knowledge and skills necessary to excel in today’s fast-paced media landscape.
Overview
27
27
years of professional experience
Work History
Development Communication Outreach Specialist
United States Agency for International Development (USAID)
Addis Ababa
06.2022 - Current
- Advises the Mission Director and Deputy Mission Director on communication priorities, and works closely with the Embassy’s Public Affairs Section, Press Attaché, USAID/Washington staff, and other development agencies, INGOs.
- Helps plan and supports events and field trips involving the U.S. Senior officials, including the ambassador and deputy chief of mission.
- Organizes communications staff training for implementing partners, and coordinates social media efforts with the Embassy’s Public Affairs Section.
- Manages USAID/Ethiopia’s social media channels in collaboration with the Embassy’s Public Affairs Section.
- Serves as the Contracting Officer’s Representative (COR) for USAID’s outreach contract with a local PR/advertising agency.
- Provides communications oversight and training for USAID staff and implementing partners on best practices.
- Uses good judgment to interpret changes in Ethiopian media, and advises on their impact on the mission’s work.
- Manages daily inquiries from Mission Management, AORs/CORs, and implementing partners regarding USAID’s assistance and communications.
- Assisting in developing a comprehensive communications strategy to promote USAID's activities and raise awareness of the U.S. policy.
Strategic Content Coordination Specialist
U.S. Mission to the African Union
Addis Ababa
11.2019 - 06.2022
- Selects and produces content for distribution across media outlets in Ethiopia and Africa, promoting USAU Mission interests.
- Monitors press coverage of AU, UNECA, and pan-African issues relevant to the U.S. Foreign policy, and engages with media to shape coverage with a U.S. Policy perspective.
- Analyzes media audiences using available data, develops USAU-specific audience research, and tailors content formats to preferred communication channels (social media, TV, and radio).
- Plans and creates media content (audiovisual, radio, online) to support Public Diplomacy programs and USAU goals, including producing the "RealTalk USA" weekly radio show.
- Develops capacity-building programs for AU communicators, and liaises with the U.S. Government bodies for media content programming, analysis, and reporting.
- Builds relationships with AU officials and private sector leaders to track media trends, and identify new engagement opportunities.
- Tracks audience response to strategic content across platforms, and manages the Mission’s content library.
- Oversees the budget for content production and distribution.
- Recommends funding for contracts to enhance USAU’s capacity for strategic content production.
Information Assistant/Web Master
U.S. Embassy Addis Ababa
Addis Ababa
02.2011 - 11.2019
- Manage press engagement and produce media products that include press releases, factsheets, and information kits for journalists.
- Develop a social media strategy that targets potential mission audiences and their interests.
- Lead and coordinate the digital media engagement among the Public Diplomacy section and other agencies, such as USAID, CDC, and PEPFAR.
- Provide social media training for Ethiopian government communicators that helps them improve their digital engagement.
- Organize social media content development training for Embassy staff.
- Monitor social media, and inform and report trending issues for senior management.
- Manage and develop content for the Mission's social media outlets.
- Manage the Mission website, and update it continually.
- Develop, format, design, and distribute printed and electronic informational materials. Organize invitations and logistical arrangements for media events.
Communication and Public Relations Officer
Plan International Ethiopia
12.2010 - 02.2011
- Develop a country communications strategy in line with different components within the country strategy
- Lead and/or coordinate the production of a range of general communications materials, including news articles, magazines, e-newsletters, web contents, bulletins etc
- Prepare quarterly communications reports for incorporation in to general Country Program quarterly reports
- Develop proactive and constructive collaboration with media channels including organizing visits to project sites, facilitating photo coverage and TV footage, and utilizing both web based and traditional media
- Facilitate the Country Director’s quarterly press conference, and production of press releases
D/Editor of Kumnagar Magazine
Kumnagar Media and Entertainment Plc
03.2008 - 12.2010
- Produce articles and reporting
- Edit stories
Event consultant
Association of Ethiopians Living with HIV/AIDS
05.2008 - 05.2008
- Organizing Global AIDS week of Action
- Prepare booklet on ART legislation and basics of ART
- Organize candle vigil night and consultative workshops
- Develop messages for the banner and T-shirt
- Prepare outline for facilitators
Fredskorpset(FK) network coordinator
Ethiopian Media Women Association & FK Africa regional Office
03.2007 - 02.2008
- Organize FK network meetings
- Coordinate FK regional preparatory course and Homecoming seminar
- Facilitate and lead FK exchange program participants’ selection process
- Assist regional visitor and exchange program participants to process visa and work permit
Publications and Communication Officer
Ethiopian Media Women Association
12.2006 - 02.2008
- Produce quarterly EMWA magazine
- Organize workshops, trainings, press conferences and bi-monthly EMWA members’ forum
- Conduct internal and external relation activities
D/Editor in chief & page designer
Kumnagar Publishing & Advertising Agency
11.2003 - 11.2006
- Edit and produce articles
Reporter
Addis Broadcasting Company, Addis Zena Newspaper
11.2002 - 11.2003
- Produce articles and reports
Reporter
Unity College, Eletawi Addis Daily Newspaper
08.2000 - 03.2001
- Produce articles and reports
Translator & Editor
Tibebe Ethiopia Art Center
08.1998 - 08.2000
- Translate and edit contents of Amharich-English dictionaries
Education
MA - Journalism and Communication
Addis Ababa University
A.A, Ethiopia01.2010
Diploma - Computer Science
Addis Ababa University
A.A, Ethiopia01.2004
BA - Foreign Languages & Literature
Addis Ababa University
A.A, Ethiopia01.2000
Skills
- MS Office
- Adobe InDesign
- Adobe PageMaker
- Adobe Illustrator
- Adobe Photoshop
- Media relations
- Crisis Communication
- Digital media analytics
- Photography
Professional Membership Association
- 2006, Ethiopian Media Women Association (EMWA), Member
- 2006, Ethiopian Volunteers Media Professionals against AIDS (EVMPA), Member
- 2007, Ethiopian Environmental Journalists Association (EEJA), Member
- Mathiwos Wondu – YeEthiopia Cancer Society (MCS), Member
- Ethiopian Media Women Association (EMWA), Board Member
Personal Information
- Date of Birth: 11/10/77
- Gender: Female
- Nationality: Ethiopian
- Marital Status: Married
Publications
2011, Women’s Status in FM Radio Stations in Addis Ababa (MA Thesis)
References
- William Herkewitz, Supervisor, USAID Ethiopia, wherkewi@gmail.com, +1 949 412 3889
- Timothy Stein, Deputy Mission Director, USAID Ethiopia, tim.a.stein@gmail.com, +1 202 913 8260
- Nick Barnett, Supervisor, U.S. Embassy, nbarnett12@gmail.com
Certificates
- 12/10/14, 12/12/14, Social Media Strategy Practicum, National Foreign Affairs Training Center, Foreign Service Institute
- 05/14/12, 05/16/12, Social Media Practitioners’ Workshop, Africa Regional Services, Paris, France
- 04/10/10, 04/15/10, Feminist Leadership and Movement Building, Akina Mama wa Afrika and CREA, Kampala, Uganda
- 04/05/09, 04/15/09, Gender, Media and Conflict Resolution, Femmes Africa Soldarite (FAS), Mbodiene, Senegal
- 11/28/07, 11/30/07, Gender Analysis and Mainstreaming, Network of Ethiopian Women Association, Addis Ababa, Ethiopia
- 11/06/07, 11/07/07, Media Advocacy, Ethiopian Media Women Association, Addis Ababa, Ethiopia
- 08/05/07, 08/18/07, Women Reproductive & Sexual Rights, Akina Mama wa Afrika, Entebbe, Uganda
- 07/12/07, 07/13/07, Generating Transparency, School of Journalism, College of Mass communication and Media Arts at Southern Illinois University and US Embassy in Ethiopia, Addis Ababa
- 05/07/07, 05/09/07, Impact Evaluation of Radio Programs, Panos Ethiopia & Panos London, Addis Ababa, Ethiopia
- 01/30/06, 02/06/06, Capacity Building, Population Media Center & Packard Foundation, Nazareth, Ethiopia
- 10/01/05, 06/01/06, Leadership Development Program, EVMPA & UNDP, Addis Ababa, Ethiopia
- 07/06/03, 07/14/03, Behavior Change Communication, Population Media Center (PMC), Nazareth, Ethiopia
- 05/01/02, 06/01/02, Diploma, Radio Journalism, Gimlekollen School of Journalism & Communication, Addis Ababa & Kenya
Online Trainings
- 09/01/13, Using Online Forms, International Information Programs Content Support Services-CMS (IIP/CSS/CMS)
- 11/01/12, Writing for the Media, Foreign Service Institute George P. Shultz National Foreign Affairs Training Center
- 09/01/12, CMS 2.0 Enhancements 2012, International Information Programs Content Support Services-CMS (IIP/CSS/CMS)
- 07/01/12, Building and Maintaining a Podcast Page, International Information Programs Content Support Services-CMS (IIP/CSS/CMS)
- 06/01/12, CMS 2.0 Enhancements Preview 2012, International Information Programs Content Support Services-CMS (IIP/CSS/CMS)
- 04/01/12, Using the Multimedia Section, International Information Programs Content Support Services-CMS (IIP/CSS/CMS)
- 08/01/11, Using IIP Digital and the Thematic Calendar, International Information Programs Office of Web Management (IIP/W)
- 04/01/11, Introduction to the Content Management System 2.0 (CMS 2.0), International Information Programs Office of Web Management (IIP/W)
Consultancy
05/01/08, Event consultant, Association of Ethiopians Living with HIV/AIDS, Organizing Global AIDS week of Action, Prepare booklet on ART legislation and basics of ART, Organize candle vigil night and consultative workshops, Develop messages for the banner and T-shirt, Prepare outline for facilitators
Languages
English
Professional
Amharic
Native/ Bilingual
Timeline
Development Communication Outreach Specialist
United States Agency for International Development (USAID)
06.2022 - Current
Strategic Content Coordination Specialist
U.S. Mission to the African Union
11.2019 - 06.2022
Information Assistant/Web Master
U.S. Embassy Addis Ababa
02.2011 - 11.2019
Communication and Public Relations Officer
Plan International Ethiopia
12.2010 - 02.2011
Event consultant
Association of Ethiopians Living with HIV/AIDS
05.2008 - 05.2008
D/Editor of Kumnagar Magazine
Kumnagar Media and Entertainment Plc
03.2008 - 12.2010
Fredskorpset(FK) network coordinator
Ethiopian Media Women Association & FK Africa regional Office
03.2007 - 02.2008
Publications and Communication Officer
Ethiopian Media Women Association
12.2006 - 02.2008
D/Editor in chief & page designer
Kumnagar Publishing & Advertising Agency
11.2003 - 11.2006
Reporter
Addis Broadcasting Company, Addis Zena Newspaper
11.2002 - 11.2003
Reporter
Unity College, Eletawi Addis Daily Newspaper
08.2000 - 03.2001
Translator & Editor
Tibebe Ethiopia Art Center
08.1998 - 08.2000
MA - Journalism and Communication
Addis Ababa University
Diploma - Computer Science
Addis Ababa University
BA - Foreign Languages & Literature
Addis Ababa University
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