Addis Ababa – Ethiopia’s information minister has said that every effort should be made to ensure that the East African nation benefits from the exposure its gets in the media in order to maximise economic development efforts.

Berhan Hailu on Monday said that a good public relations sector played a significant role in displaying Ethiopia’s competence, and therby its suitability to be integrated into the global economy, to the outside world.

Hailu said that although communication technologies were being expanded on, the country’s investment potential suffered from negative images put out by some international media outlets.

The minister added that every effort was being made to portray Ethiopia in a more “balanced” light to enable more investment into the Horn of Africa economy.

He added that the country needed to tackle the issue by gaining national consensus on political and socio-economic issues in order to deal with poverty alleviation and economic development more effectively. -Business in Africa Online