The Role of Cultural Communication to Preserving Heritage through Dialogue in Silte Zone Culture and Tourism Office

ABSTRACT The objective of this study was to assess the Role of Cultural Communication to Preserving Heritage through Dialogue in Silte Zone Culture and Tourism office. The study predominantly focused on answering how cultural communication practitioners do practice cultural communication, what communications tools of practitioners used and what challenges that cultural practitioners have faced. To get the answer to these questions, study employed a qualitative method with a descriptive design.The total population of study were twenty two, data were collected through in-depth intesrviews, focus group discussion and also document review tools. An in-depth interview was employed to collect information from the practitioners of Silte Zone culture and tourism Office. Document review was also used to get insight into how the cultural communication materials were designed to send a positive message. The overall finding of the research revealed that the practice of cultural communication is not based on professional standards the practices and effective communication strategies. The cultural practitioners used to the poor communications tools that may lead to various undesirable effects. The study also found that most cultural practitioner’s not well-trained professionals had negligence attitude towards the profession and absence of adequate capacity building pieces of training and with shortage of budget, lack of NGOS, all of which did not have a directly undesirable effect on their professions of Silte Zone culture and tourism Office.<br> To build well favorable and more interactive cultural practices in the office and its society, . Cultural communication experts need to practice effectively by incorporating its image and aimed at it’s the society especially the practitioners, in particular, should bring into being to integrate its organization to change activities with the good practice of cultural activities. If cultural practitioners will use effective communications tools like, (, banner, brochure, pap let, microphone, magazine and web site, integral and social media like Facebook, ) and then, the culture and tourism office strategic communication plan must be reviewed. ; as a result, it can be maintain a good practice in Silte zone culture and tourism office.