The Practice Of Public Relations In Malaysia : A Case Study On The Roles Of Public Relations Practitioners In The Hotel Industry In Penang

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Date
2012-06
Authors
Khoo, Gim Hoon
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Publisher
Universiti Sains Malaysia
Abstract
This is a case study on the roles public relations practitioners enact in the hotel industry. The roles of 23 practitioners were studied using Broom’s (1982) 24-item role typology. The factors influencing practitioners’ role enactment were also investigated. The study employs the survey method and in-depth interview. A survey was conducted to collect data using the purposive sampling method. In January 2009, survey questionnaires were distributed to practitioners in the hotel industry in Penang. Descriptive statistics were used to analyse the data. The in-depth interview with 10 practitioners was conducted in December 2009. The findings suggest that public relations practitioners in the hotel industry perform a combination of the technician, expert prescriber, communication facilitator, problem-solving facilitator and social roles depending on the occasion with the technician role as the dominant one. Factors such as public relations work experience and size of public relations department emerged as determinants of practitioner role enactment.
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Keywords
The roles public relations practitioners , enact in the hotel industry
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