Public Relations and its Impact

The provided text is a collection of academic articles related to public relations. The topics covered range from the impact of customer perceived value and brand image on customer loyalty, to the role of public relations in sustainable innovation and enterprise strategy. It also examines the changing definitions of public good in higher education, stakeholder relationships in Chinese public relations, and the use of social media in the profession. Additionally, it delves into performance measurement systems in the public sector and the effects of paid and unpaid working hours on employee well-being.

Running head: PUBLIC RELATIONS IN GENTING MALAYSIA
PUBLIC RELATIONS IN GENTING MALAYSIA
Name of the Student:
Name of the University:
Authors Note:

1PUBLIC RELATIONS IN GENTINGS MALAYSIA
Table of Contents
Introduction:....................................................................................................................................2
Importance of Public Relation:........................................................................................................3
Company’s Background:.................................................................................................................4
About Genting Malaysia:.................................................................................................................4
Nature of the Business:................................................................................................................5
Mission:.......................................................................................................................................5
Vision:..........................................................................................................................................5
Genting Malaysia’s Sustainability Statements:...........................................................................6
Functions of various department of Genting Malaysia:..............................................................6
Role of PR practitioners:.............................................................................................................7
Challenges faced in Public Relation:...............................................................................................8
Strategic Public Relation Campaigns:.............................................................................................9
Medium of communication used:..................................................................................................11
Genting Malaysia’s Public Relational Activities:..........................................................................13
Strategic Public Relations Campaigns Based On the 10-Point Plan:........................................14
Public Relation Practices Used By Other Organization:...............................................................15
References:....................................................................................................................................18

2PUBLIC RELATIONS IN GENTINGS MALAYSIA
Introduction:
Public relations (PR) are the techniques of using communication channel for effectively
managing the public perception of an organization or an individual. Public relations for an
organization are the way in which they communicate to the media and public (Watson 2014).
They communicate with the target audience indirectly or directly through the media with the
major aim to maintain and create positive image to build a strong relationship with the audiences.
This includes newsletter, public appearances, and press releases. This also includes the
utilization of social media and World Wide Web (Rahi 2016). The business world is
characterized nowadays by the existing fierce competition to win the new customers and retain
the current ones so that the firm can differentiate itself from the increasing competition.
The firms and PR specialists uses various techniques to increase their clients public
image and providing meaningful relationship with the potential customers. The organization uses
various tools like news releases, newsletter, and statement for media, convection wards and
public events conferences. They utilize the internet tools through blogs and social media
networks. Good public relation would result in creating article that features the clients. Public
relation uses intermediaries for communicating the audience and further influencing them. The
intermediaries may include stock analysts, customers, investors and employees (Williams 2016).
The public relations are the strategic communication process practiced in an organization to
build strong and mutually beneficial relationships among the company and the potential target
individuals or the public’s.

3PUBLIC RELATIONS IN GENTINGS MALAYSIA
Importance of Public Relation:
Few people think PR as the ‘free advertising ‘method to build relationships with the
target audiences. Public Relations are important for various reasons in the recent times due to the
following:
Raising awareness- the people and society at large nowadays trust the established brands. The
people want their business to be known to compete with the established brands through websites,
popular magazines, social media celebrity or respected influencer (Westerlund, Magnusson
Hanson and Peristera 2017).
Building credibility- promotion of company’s brand image through magazines can increase the
organizational image as the product or service reviews comes as a recommendation for the
community.
Helps in managing reputation- The trusted connections of the media helps in building brand
reputation and increasing company’s sales (Song et al. 2015). Media connections helps in
repairing any damage caused to the company through press release or advertizing.
Promoting brand values- PR helps in promoting the company’s brand values by sending positive
message to the potential target audience.
Strengthens community relations- through building a strong relation with the community by
making new connections the organization can establish their credibility with their consumers,
peers and other editorial contracts (Stacks 2016).
Malaysia is a reputed country that diversifies in religions, races and cultures. The public
relations in Malaysia are crucial yet a bigger challenge as the brand image or good reputation for

4PUBLIC RELATIONS IN GENTINGS MALAYSIA
an organization is vital to gain the country support. Genting Malaysia, a well reputed
organization of Malaysia public relations activities has been discussed. Furthermore the
challenges and strategic public relation campaigns is also important for the evaluation of public
relations practices in Genting Malaysia (Denhardt and Catlaw 2014).
Company’s Background:
About Genting Malaysia:
Genting Malaysia is the leading hospitality and leisure corporations present in the world
that has RM 20 billion approximately in its market capitalization (Gentingmalaysia.com 2018).
They operate and own the world’s major properties that include Genting Casinos UK, Resorts
World Genting and the upcoming in New York City, which is named as the Resorts World
Casinos. Genting Malaysia was voted consecutively for six years as the best and leading Casino
Resorts in Asia. Moreover, as the leading Resort in the world by the famous World Travels
Awards. Resort World Sdn bhd, which started its business operations as a private limited
company in 1980 converted into public company in the following year and subsequently changed
its name to Genting Malaysia Berhard or Genting Malaysia. In the year 1989, both the
organization that is Genting Malaysia and Genting Berhard underwent organizational
restructuring to maximize the business growth (Zerfass and Schramm 2014). Genting Malaysia
acquired the overall hotel, gaming, resorts operational activities, goodwill and various relevant
assets from the Genting Malaysia.

5PUBLIC RELATIONS IN GENTINGS MALAYSIA
Nature of the Business:
Resort World Genting (‘RWG”) is a major entertainment and leisure resort in Malaysia.
Malaysia has been mainly involved in the hospitality and leisure business that covers themes
likes gaming, parks, seaside resorts, hotel and entertainment since 50 years. This is a premier
resort of Malaysia that is equipped with more than 10,300 rooms that is spread across many
hotels with entertainment attractions, themes parks, retail and dining outlets, business convention
and international shows facilities. The recent opening of the current Genting Highlands Premium
Outlet also helps in the existing and new offerings at RWG. Moreover, the retail outlets and
indoor theme park is completely makeover. The facilities and attractions consists the world’s
first innovative 20th century Fox World theme park that is expected to be opened from the next
years (Valentini, 2015). The two beautiful seaside properties owned by Genting Malaysia that
includes Resort World Kijjal, situated in Terengganu and the other in Langkawi is Resorts World
Langkawi. The shares of Genting Malaysia have been traded in the Bursa Malaysia’s main
market after its listing in 1989.
Organizational goals:
Mission:
The aim of Genting Malaysia is to create sustainable profits and growth so that the
stakeholder’s value can be enhanced consistently. Moreover, the company’s mission is to be
committed in serving the customers with remarkable and delightful experiences to its customers.
Vision:
Genting Malaysia’s vision is to be the top or leading integrated head of the resort
operator present in the world.

6PUBLIC RELATIONS IN GENTINGS MALAYSIA
Genting Malaysia’s Sustainability Statements:
Being the global leader in the hospitality sector throughout the world, the company aims
in providing top class entertainment and services in the sustainable and safe environment (Men
and Tsai 2014). Genting Malaysia’s main goal is to provide high governance standards across the
overall business operations to manage the environmental impacts, promotes responsible business
practices and fulfils the social needs required by the nation and community.
Functions of various department of Genting Malaysia:
Employees are an integral part of Genting Malaysia is the organization is highly
committed to the development of human resource. The workforce of the overall organization is
more than 20,000 employees comprising of individuals from all over the world like India, China
and mostly from Malaysia (Wu, Chen and Cui 2016). The female to male employee ratio is
40:60; besides creating a safe and enjoyable holiday experiences to its target customers the
organization also believes in creating and generating a workplace, where employees develop and
thrives. The board of Directors of Genting Malaysia has the overall responsibility to manage the
affairs of the corporations by setting up appropriate standards for better corporate governance.
The roles and Responsibilities of the Board:
Genting Malaysia’s major roles and responsibilities for managing and controlling the business
affairs are as follows:
 Adopting and reviewing the Genting Groups strategic plan.
 Evaluating and overseeing the businesses conduct.
 Identifying the major risks and then appropriate systems should be managed to
implement these risks.

7PUBLIC RELATIONS IN GENTINGS MALAYSIA
 Formulation of corporate strategies and policies for Genting Malaysia.
 Integrity and adequacy of the management system should be informed from time to time.
 Performance of the Audit Committee and their terms of office determination is also the
duty of the directors.
 Approving the various financial matters related to the investments, divestments, capital
expenditure, acquisition and disposal for the Genting Malaysia.
 The Code of Ethics is also established by the boards for Genting Malaysia.
Role of PR practitioners:
The PR practitioners or specialists of Genting Malaysia use various techniques and tools
to raise their organizational image in public. The PR practitioners of the firm helps in
maintaining better reputation among the customers and media (Yeo, A.C., Chong, C.Y. and
Carter, S., 2017). They communicate on the behalf of the company and present the services,
products and overall operations in an efficient manner. The PR practitioners use various
techniques to generate relationship with the customers to increase the sale. The PR practitioner’s
main function is to build the bridges of goodwill, understanding and awareness between the
public and the organization. They PR practitioners can work in various areas like consulting,
media liaison, community involvement, and industrial affairs and employees communication.
The major roles that a PR plays within the organization are as follows:
 Strategic planner- the PR practitioners of an organizations are the strategic planners that
enables the organization to changes its operational activities from reactive to proactive
mode (Speklé and Verbeeten 2014). Genting Malaysia’s public relations practitioners
align the business activities with specific goals to evaluate the success rate of the
organization.

8PUBLIC RELATIONS IN GENTINGS MALAYSIA
 Communicator- in the recent times PR practitioners, masters all the emerging technology
such as print, broadcasting and films. The PR practitioners of Genting Malaysia are
provided with additional trainings like graphic psychology, advertizing, diffusion process
and information mapping (Park and Ghauri 2015).
 Researcher- efficient management of the public relation begins with a sound research and
evaluation of the business environment. The PR practitioner of Genting Malaysia should
research the market condition for gaining competitive advantage and building
relationship with its customers (Noordegraaf, M., 2015). This can be done trough data
analysis and informal research techniques.
Challenges faced in Public Relation:
Despite the high rise of internet usage, the public relation industry in Malaysia has not yet
complete potential in the business environment. As the technology is increasing at such a rapid
pace it is becoming a challenge for the PR practitioners to communicate. The people of Malaysia
are mostly used to TV scripts and newspaper and it is becoming quite difficult for them to be
tech savvy (Smink, Hekkert and Negro 2015). Public Relation is still an emerging phenomenon
in the developing countries of the nation. The dynamism present in the world has posed major
challenge for public relation since their main job is communication oriented.
 Financial constraints: Recently, organizations are just lowering their budgets and hence
leading to low budget or financing of the departments under public relation (Hofman and
Newman 2014). Organizations are generally reluctant to expend at least little revenue for
improving the company’s media profile.

9PUBLIC RELATIONS IN GENTINGS MALAYSIA
 Increase in communication platform: Choosing the right communication channel is a
major challenge nowadays faced by the organization. It is an easier way to be used for
disseminating the message to the potential target audience (Lee et al. 2015). However, it
is a lot of time consuming to reach out for the right audience and getting the desired
results.
 Poor use of Social Media: In the digital age, social media is used as the basis of public
relations. The PR practisioners lacking the capabilities for using the social media's like
Linked-in, Twitter, Face book may fade out from their profession soon. Though many
social network users abuses them while the others become diplomatic in commenting for
the ways the message is communicated.
 Inefficient Man-Power Situation: Public relation is a crucial element for the business so
the PR practitioners should have full-fledged knowledge and information about the public
relation. Some of the practitioners are advertisers, practicing journalists, graphic artists
and marketers (Macnamara 2016). Sometimes the practitioners organize campaigns,
which are usually substandard and present with professional misconduct.
Strategic Public Relation Campaigns:
Unlike advertizing, PR has its own credibility as it’s creates ideas for the customers that
is mostly created by the third parties. Genting Malaysia should think big that is beyond their
imagination to live a remarkable impression in the long run (Jackson and Moloney 2016). They
strategic PR campaigns are mainly meant to emphasize their best assets for retaining and
attracting the guests. The audiences are generally targeted and awareness is raised for the
property among the business experts for developing more credibility for their property.

10PUBLIC RELATIONS IN GENTINGS MALAYSIA
Genting Malaysia generally search for the sites of other resorts and hotels far and near
and reviews their business ideas and make them applicable to their hotel businesses as
well (Valentini 2015).
Genting Malaysia share stories about their upcoming events in the local places to
visit, communities, and annual festivals through the social media.
Genting Malaysia lays more emphasis on their special services like family style
eating’s, spa, tennis lessons, swimming areas, driving range for golf for the guests
especially the business travelers.
Word for mouth is one of the best techniques of business promotion that is used by
the PR professionals of Genting Malaysia to promote their hotel businesses. The
target customers are asked to give reviews and share their views on the part that they
liked the best (Kim et al. 2014). Later on, it is posted on the social Medias to draw the
attention of the customers.
Genting Malaysia also provides facilities like free drop-off as well as pick-up services
to their amusement parks or other related activities.
Extreme customer services are provided by Genting Malaysia to provide breakfast
buffet for their high class guests giving them the best luxurious services (Graham,
Avery and Park 2015).
Recently, Genting Malaysia has concluded its media accounts and regional creative pitch
in their covering business markets like, Indonesia, India, Singapore and China besides the mid-
eastern countries (Moreno et al. 2015). Meanwhile the hotel creative account has been awarded
to Crispin Porter and Bogusky that is taking over from the Grey and M&c Saatchi. Moreover,
Genting Malaysia has added various regional new PR agencies, which is accounted by the

11PUBLIC RELATIONS IN GENTINGS MALAYSIA
Allison and Partners. They are the strategic PR firm that specializes in digital PR marketing,
media relations, management and communication services (Duhé 2015)
G3 Volunteer Program Launch: Resorts World Genting (RWG) under Genting Malaysia
has recently launched its new initiative Genting Green Generation (G3) as their new
volunteering programs for their employees at Getting Highlands (Gentingmalaysia.com
2018).
Warriors Fund 2017: Genting Malaysia has also contributed millions of bucks for the
warrior funds to increase.
Medium of communication used:
Digital media or online media is playing a vital role in Malaysia as the power of internet
has the major potential to reach out to everyone in the world having an online access. Genting
Malaysia uses online media for the business growth at an international level (Huang and Yang
2015). The penetration or increase in the social media and internet has provided Malaysia to be
abreast with the other developed countries. Genting Malaysia generally portrays it image more
through online media rather than using traditional media. Before the digitalization era, the
professionals related to public relations mostly engaged with the public only after making any
major drastic changes in the organization (Steyn and Niemann 2014). Such as announcing any
new offerings, minimum reputation damages or any changes in the industrial patterns. Through
online media the organizations now proactively participate in managing the reputation of their
organization. Through counsel leadership and identifying major problems in maintaining the
organizational relationship with the public (Ciszek 2015).

12PUBLIC RELATIONS IN GENTINGS MALAYSIA
Genting Malaysia uses social media for eliminating the existing wall present between its
brand and potential public. This also helps in shortening the time for the organization to react the
relevant stories and thus removing the fine line present between public relations and marketing.
Maintaining and crafting positive public appearance needs a proper balance for creating
awareness among the public (Davidson 2015). In the rapidly connected world, online media is
used as prior line of defense by the modern PR professionals.
Influencing consumer behavior: In the hospitality industry, it is a golden opportunities for the
owners to attract the potential customers through photos and videos of the hotel services and
facilities. Genting Malaysia uses these techniques by uploading the photos and videos of their
hotels, destinations and resorts on the social networking sites or their own personal websites (Jin,
Liu and Austin 2014). The internet is generally a virtual area used by the customers to search for
vital information for making decisions regarding choosing the best hotel.
Building Brand Image and Creating Awareness: Genting Malaysia has increased its popularity
by participating in the various social networking sites and increasing its popularity by building
brand images and promoting their hotels. Genting Malaysia positively replies to their customers
reviews with morality and maintain their business.
Time and Cost effective: Online media are crucial to raise brand awareness and help them in
gaining popularity. Genting Malaysia takes active participation by stay online through the social
networking sites and not missing out any posts (Coomb and Holladay 2015). They are investing
more time by staying online and investing their money and time on the different sites, which are
inexpensive in nature and moreover is used as an effective and efficient marketing tool.

13PUBLIC RELATIONS IN GENTINGS MALAYSIA
Promotions: The online media are used as a vital source for the promotion of the business
products and services. The social media works as an efficient tool for the promotion of their
products and promotion of their latest facilities in less time (Meng 2014). Special offers are also
provided to face book users for liking the face book fan page of Genting Malaysia.
Targeting the customers: Genting Malaysia by using the online media for communication attracts
the potential customers and target the potential niche in the market. The organization gains more
knowledge by gaining more knowledge about the consumer behaviors and needs. Genting
Malaysia further improves their Customer Relationship Management (CRM) by using the social
networking sites.
Genting Malaysia’s Public Relational Activities:
Genting Malaysia promotes its brand mainly through its Public Relation activities. PR is
just like advertizing, but it also helps in increasing their sales also, which includes the vital
element of marketing (Westerlund, Magnusson Hanson and Peristera 2017). PR activities and
advertizing goes side by side but they both are totally a different concept with and totally
different goals. Advertisement is mainly focused on promoting the products and services with a
major aim to motivate the potential audience to purchase their product or services while public
relation is a specialized technique of communication done through the help of media and public.
Public Relation is more beneficial or effective than the advertizing as it is mostly focused on
creating positive publicity about Genting Malaysia. PR helps in maintain positive publicity about
the Genting Malaysia and creating better reputation among the public of Malaysia.
The effect of PR on public is very different than the usual advertisement done through
newspaper articles and TV report. While going through advertisement the public knows that the

14PUBLIC RELATIONS IN GENTINGS MALAYSIA
organization wants them to be persuaded to buy their particular products or services
(Gentingmalaysia.com 2018). It will be quiet difficult for them to believe or not believe the
information that are communicated to the public. When the news comes for the benefits of
services and products come from the third party, like through an online article and newspaper,
the public perceive it to be more informative that seeks their attention. The press release in
public often encourages them to build a positive image for the products and services.
Moreover, the PR activities used by Genting Malaysia are cost effective as the PR
campaign is less expensive as compared to the advertizing. The PR tools and press releases
attract publicity and put greater impact on the potential audiences. There is no need for attracting
the customers for the same services repeatedly. Therefore, PR more often precedes and
accompanies the marketing campaign as an integral part for the advertisement strategy.
Strategic Public Relations Campaigns Based On the 10-Point Plan:
The planning methodology using the 10-point plan was developed by Ketchum, which can be applied in
any size of the corporate organization and business market (Wu, Chen and Cui 2016). The strategic
campaign for public relation can be developed in the following ways:
 Objectives: The main objectives required for the public relation campaign should be developed to
attain maximum benefits. This should be set up by the management team or the board of Genting
Malaysia.
 Goals and Measurements: Measurement is generally an end process in the public relation
programs. Performance measurement plays a crucial role in public relations. It can be defined as
an outset that is included throughout the campaign.
 Publics or audiences: the key element for good practicing is defining the public or the audience
that is based on behavior, demographic and locations.

15PUBLIC RELATIONS IN GENTINGS MALAYSIA
 Research: to develop the strategic public relation campaigns more focus should be given on the
public and the media that they use to have an efficient outcome.
 Insights: the ability of identifying publics and using the data to understand the motivation and
behavior is the major reason where science and art meet in public relation (Yeo, Chong and
Carter 2017).
 Strategy: the strategy statement of Genting Malaysia should summarize the plans to achieve the
goals through a simple action focused statement.
 Creativity: the content required in the strategic plan developed by the organization should engage
the public in conversations through various channels.
 Channels: modern public relation campaigns should be used across all other media. Owned
media generally leads with social used as a means for engagement and amplification.
 Work plan: the modern equivalent public relation uses new grids to set out the campaign against
time and media channels.
 Resources: the resources and investment required for the PR campaigns should include all the
relevant planning, measurement and data science that is creative and required for the programs.
Public Relation Practices Used By Other Organization:
Public Relations are a management and leadership function that helps in achieving the
organizational objectives and facilitates the required change in the management. The PR professional of
an organization communicates with all the relevant external and internal publics for developing
consistency and creating positive relationship between the societal expectations and organizational goals
(Graham, Avery and Park 2015). The several PR practices used by other organization are public
relations (PR) activities and tools that helps in promoting positive behavior and attitude towards their
business are as follows:

16PUBLIC RELATIONS IN GENTINGS MALAYSIA
Media relations: in the current scenario, the organization is using various media strategies to manage the
businesses. As the media helps in developing a positive image about the business by managing crisis or
issues affecting the business. Therefore developing a good media relation would help the companies to
promote the business.
Business events: nowadays businesses are the opportunities used by the businesses for promoting the new
products and services (Jin, Liu and Austin 2014). Trade shows often provide opportunities for the
organization to compete in the market industry and sharing information about their business to the people
in the similar fields. This event helps in building customer confidence by clearing their doubts.
Community relations: creating good relationship with the community’s member, where the business is
carried helps in building customer loyalty. Recently building public relations is vital for the organization
to survive in the competitive business environment.
Engaging stakeholders: the organizations are recently engaging the local stakeholders as well as the
decision makers for building their profile (Meng 2014). This helps in attracting more of potential
customers through word of mouth and furthermore ensuring the business interest that are factored for the
decision making of the community.
Employee relation: Many large organizations are nowadays conducting g employee relations by building
the team relationships and business culture by sharing information, instilling sense of pride for the
business achievement and promoting involvement (Steyn and Niemann 2014). This further helps the
organization in improving staff retention, teamwork and productivity by making sure that the staff is
consistently representing the business with right message.
In the current scenario, maintain good public environment is common to every organization and
individuals in the present business environment. PR activities used by the various organizations thus helps
in managing the increasing competition through diverse organizational publics (Davidson 2015). PR

17PUBLIC RELATIONS IN GENTINGS MALAYSIA
practices helps in evaluating the public behaviors and attitudes by harmonizing the policies, procedures
and goals of the organization and individual with the common public interests. Therefore while launching
a PR campaign the hoteliers should be realistic in their approach for their expectations and the outcome.
Good public relationship can only be achieved by the organizations through proper choice of
communication, efficient strategies and relationship-building approaches. The hotel chains and brands of
Genting Malaysia can achieve more business growth through efficient usage of the PR practices as it is an
effective tool for generating visibility and awareness about their hotels and resorts.

18PUBLIC RELATIONS IN GENTINGS MALAYSIA
References:
Ciszek, E.L., 2015. Bridging the gap: Mapping the relationship between activism and public
relations. Public Relations Review, 41(4), pp.447-455.
Coombs, W.T. and Holladay, S.J., 2015. Public relations’“relationship identity” in research:
Enlightenment or illusion. Public Relations Review, 41(5), pp.689-695.
Davidson, S., 2015. Everywhere and nowhere: Theorising and researching public affairs and
lobbying within public relations scholarship. Public Relations Review, 41(5), pp.615-627.
Denhardt, R.B. and Catlaw, T.J., 2014. Theories of public organization. Cengage learning.
Duhé, S., 2015. An overview of new media research in public relations journals from 1981 to
2014. Public Relations Review, 41(2), pp.153-169.
Gentingmalaysia.com 2018. Genting Group - Malaysia Leading Corporation. [online]
Gentingmalaysia.com. Available at: http://www.gentingmalaysia.com/ [Accessed 14 Jan. 2018].
Graham, M.W., Avery, E.J. and Park, S., 2015. The role of social media in local government
crisis communications. Public Relations Review, 41(3), pp.386-394.
Hofman, P.S. and Newman, A., 2014. The impact of perceived corporate social responsibility on
organizational commitment and the moderating role of collectivism and masculinity: Evidence
from China. The International Journal of Human Resource Management, 25(5), pp.631-652.
Huang, J. and Yang, A., 2015. Implementing dialogic communication: A survey of IPR, PRSA,
and IABC members. Public Relations Review, 41(3), pp.376-377.

19PUBLIC RELATIONS IN GENTINGS MALAYSIA
Jackson, D. and Moloney, K., 2016. Inside Churnalism: PR, journalism and power relationships
in flux. Journalism Studies, 17(6), pp.763-780.
Jin, Y., Liu, B.F. and Austin, L.L., 2014. Examining the role of social media in effective crisis
management: The effects of crisis origin, information form, and source on publics’ crisis
responses. Communication research, 41(1), pp.74-94.
Kim, S.Y., Choi, M.I., Reber, B.H. and Kim, D., 2014. Tracking public relations scholarship
trends: Using semantic network analysis on PR Journals from 1975 to 2011. Public Relations
Review, 40(1), pp.116-118.
Lee, N., Sha, B.L., Dozier, D. and Sargent, P., 2015. The role of new public relations
practitioners as social media experts. Public Relations Review, 41(3), pp.411-413.
Macnamara, J., 2016. The continuing convergence of journalism and PR: New insights for
ethical practice from a three-country study of senior practitioners. Journalism & Mass
Communication Quarterly, 93(1), pp.118-141.]
Men, L.R. and Tsai, W.H.S., 2014. Perceptual, attitudinal, and behavioral outcomes of
organization–public engagement on corporate social networking sites. Journal of Public
Relations Research, 26(5), pp.417-435.
Meng, J., 2014. Unpacking the relationship between organizational culture and excellent
leadership in public relations: An empirical investigation. Journal of Communication
Management, 18(4), pp.363-385.

20PUBLIC RELATIONS IN GENTINGS MALAYSIA
Moreno, A., Navarro, C., Tench, R. and Zerfass, A., 2015. Does social media usage matter? An
analysis of online practices and digital media perceptions of communication practitioners in
Europe. Public Relations Review, 41(2), pp.242-253.
Noordegraaf, M., 2015. Hybrid professionalism and beyond:(New) Forms of public
professionalism in changing organizational and societal contexts. Journal of professions and
organization, 2(2), pp.187-206.
Park, B.I. and Ghauri, P.N., 2015. Determinants influencing CSR practices in small and medium
sized MNE subsidiaries: A stakeholder perspective. Journal of World Business, 50(1), pp.192-
204.
Rahi, S., 2016. Impact of Customer Perceived Value and Customers Perception of Public
Relation on Customer Loyalty with Moderating Role of Brand Image. The Journal of Internet
Banking and Commerce, 21(2).
Smink, M.M., Hekkert, M.P. and Negro, S.O., 2015. Keeping sustainable innovation on a leash?
Exploring incumbents’ institutional strategies. Business Strategy and the Environment, 24(2),
pp.86-101.
Song, M., Kim, W.C., Lee, D., Heo, G.E. and Kang, K.Y., 2015. PKDE4J: Entity and relation
extraction for public knowledge discovery. Journal of biomedical informatics, 57, pp.320-332.
Speklé, R.F. and Verbeeten, F.H., 2014. The use of performance measurement systems in the
public sector: Effects on performance. Management Accounting Research, 25(2), pp.131-146.
Stacks, D.W., 2016. Primer of public relations research. Guilford Publications.

21PUBLIC RELATIONS IN GENTINGS MALAYSIA
Steyn, B. and Niemann, L., 2014. Strategic role of public relations in enterprise strategy,
governance and sustainability—A normative framework. Public Relations Review, 40(2),
pp.171-183.
Valentini, C., 2015. Is using social media “good” for the public relations profession? A critical
reflection. Public Relations Review, 41(2), pp.170-177.
Valentini, C., 2015. Is using social media “good” for the public relations profession? A critical
reflection. Public Relations Review, 41(2), pp.170-177.
Watson, T., 2014. Let's get dangerous–A review of current scholarship in public relation
history. Public Relations Review.
Westerlund, H., Magnusson Hanson, L. and Peristera, P., 2017. Paid and unpaid working hours
among Swedish men and women in relation to depressive symptomsParaskevi
Peristera. European Journal of Public Health, 27(suppl_3).
Williams, J., 2016. A critical exploration of changing definitions of public good in relation to
higher education. Studies in Higher Education, 41(4), pp.619-630.
Wu, F., Chen, Z. and Cui, D., 2016. Business is business? Stakeholders and power distributions
in guanxi-related practices in the Chinese public relations profession: A comparative study of
Beijing and Hong Kong. Public Relations Review, 42(5), pp.867-878.
Yeo, A.C., Chong, C.Y. and Carter, S., 2017. Governance Practices and Disclosure by Not-for-
Profit Organizations: Effect on the Individual Donating Decision. In Empowering 21st Century
Learners Through Holistic and Enterprising Learning (pp. 243-254). Springer, Singapore.

22PUBLIC RELATIONS IN GENTINGS MALAYSIA
Zerfass, A. and Schramm, D.M., 2014. Social Media Newsrooms in public relations: A
conceptual framework and corporate practices in three countries. Public Relations Review, 40(1),
pp.79-91.