Amalan perhubungan aw am: kajian terhadap kecemerlangan dan amalan perhubungan a w am di organisasi tersenarai di Bursa Malaysia
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Date
2011
Authors
Ahmad, Mokhtarrudin
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Abstract
Public relations have been accepted as one of the main contributors towards effective
organization worldwide. However in Malaysia, the study on the contribution of
public relations towards excellence is still at its infancy. This study on public
relations practice in Malaysia has been conducted based on the excellence public
relations model (Grunig et al., 1992) and public relations model (Grunig & Hunt,
1984). The main objective is to examine the relationship between excellence factors
in public relations and public relations practice, taking into consideration the cultural
and power dimensions. A survey was carried out among 105 organisations selected
from the Bursa Saham Malaysia public listed companies. Analysis from descriptive
statistic, correlations and regression method shows that, on the whole, the Malaysian
corporate sector practices public relations according to the excellence model. The
study also found that most companies in Malaysia tend towards the practice of twoway
symmetrical public relations, regardless of size of organization. In addition, the
study found that both culture and power dimensions have significant moderator
effect on two-way symmetrical public relations practice. Within the culture
dimension, femininity sub-dimension has the strongest effect. This means that the
values of toleration and consideration are important for the practice of symmetrical
public relations. On power dimension, establishing relationship and networking are
most significant for symmetrical public relations practice. These findings support the
studies carried out in other countries in this region conducted by Berger & Reber
(2006); Wu, Taylor & Chen (200 1; Sriramesh, Kim & Takasaki ( 1999); Culbertson
& Chen (1996) as well as Culbertson et al. (1993).
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Keywords
Kajian terhadap kecemerlangan , Bursa di Malaysia