PRL 40103 Public Relations Assignment - Malaysia
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Taylor’s University
PR THEORY & PRACTICE (PRL 40103)
Added on 2020-05-28
PRL 40103 Public Relations Assignment - Malaysia
Taylor’s University
PR THEORY & PRACTICE (PRL 40103)
Added on 2020-05-28
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Running head: PUBLIC RELATIONS IN GENTING MALAYSIAPUBLIC RELATIONS IN GENTING MALAYSIAName of the Student:Name of the University:Authors Note:
1PUBLIC RELATIONS IN GENTINGS MALAYSIATable of ContentsIntroduction:....................................................................................................................................2Importance of Public Relation:........................................................................................................3Company’s Background:.................................................................................................................4About Genting Malaysia:.................................................................................................................4Nature of the Business:................................................................................................................5Mission:.......................................................................................................................................5Vision:..........................................................................................................................................5Genting Malaysia’s Sustainability Statements:...........................................................................6Functions of various department of Genting Malaysia:..............................................................6Role of PR practitioners:.............................................................................................................7Challenges faced in Public Relation:...............................................................................................8Strategic Public Relation Campaigns:.............................................................................................9Medium of communication used:..................................................................................................11Genting Malaysia’s Public Relational Activities:..........................................................................13Strategic Public Relations Campaigns Based On the 10-Point Plan:........................................14Public Relation Practices Used By Other Organization:...............................................................15References:....................................................................................................................................18
2PUBLIC RELATIONS IN GENTINGS MALAYSIAIntroduction:Public relations (PR) are the techniques of using communication channel for effectivelymanaging the public perception of an organization or an individual. Public relations for anorganization 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 themajor 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 theutilization of social media and World Wide Web (Rahi 2016). The business world ischaracterized nowadays by the existing fierce competition to win the new customers and retainthe 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 publicimage and providing meaningful relationship with the potential customers. The organization usesvarious tools like news releases, newsletter, and statement for media, convection wards andpublic events conferences. They utilize the internet tools through blogs and social medianetworks. Good public relation would result in creating article that features the clients. Publicrelation uses intermediaries for communicating the audience and further influencing them. Theintermediaries may include stock analysts, customers, investors and employees (Williams 2016).The public relations are the strategic communication process practiced in an organization tobuild strong and mutually beneficial relationships among the company and the potential targetindividuals or the public’s.
3PUBLIC RELATIONS IN GENTINGS MALAYSIAImportance of Public Relation:Few people think PR as the ‘free advertising ‘method to build relationships with thetarget audiences. Public Relations are important for various reasons in the recent times due to thefollowing:Raising awareness- the people and society at large nowadays trust the established brands. Thepeople want their business to be known to compete with the established brands through websites,popular magazines, social media celebrity or respected influencer (Westerlund, MagnussonHanson and Peristera 2017).Building credibility- promotion of company’s brand image through magazines can increase theorganizational image as the product or service reviews comes as a recommendation for thecommunity.Helps in managing reputation- The trusted connections of the media helps in building brandreputation and increasing company’s sales (Song et al. 2015). Media connections helps inrepairing 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 positivemessage to the potential target audience. Strengthens community relations- through building a strong relation with the community bymaking 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 publicrelations in Malaysia are crucial yet a bigger challenge as the brand image or good reputation for
4PUBLIC RELATIONS IN GENTINGS MALAYSIAan organization is vital to gain the country support. Genting Malaysia, a well reputedorganization of Malaysia public relations activities has been discussed. Furthermore thechallenges and strategic public relation campaigns is also important for the evaluation of publicrelations 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 worldthat 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, ResortsWorld Genting and the upcoming in New York City, which is named as the Resorts WorldCasinos. Genting Malaysia was voted consecutively for six years as the best and leading CasinoResorts in Asia. Moreover, as the leading Resort in the world by the famous World TravelsAwards. Resort World Sdn bhd, which started its business operations as a private limitedcompany in 1980 converted into public company in the following year and subsequently changedits name to Genting Malaysia Berhard or Genting Malaysia. In the year 1989, both theorganization that is Genting Malaysia and Genting Berhard underwent organizationalrestructuring to maximize the business growth (Zerfass and Schramm 2014). Genting Malaysiaacquired the overall hotel, gaming, resorts operational activities, goodwill and various relevantassets from the Genting Malaysia.
5PUBLIC RELATIONS IN GENTINGS MALAYSIANature 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 themeslikes gaming, parks, seaside resorts, hotel and entertainment since 50 years. This is a premierresort of Malaysia that is equipped with more than 10,300 rooms that is spread across manyhotels with entertainment attractions, themes parks, retail and dining outlets, business conventionand international shows facilities. The recent opening of the current Genting Highlands PremiumOutlet also helps in the existing and new offerings at RWG. Moreover, the retail outlets andindoor theme park is completely makeover. The facilities and attractions consists the world’sfirst innovative 20th century Fox World theme park that is expected to be opened from the nextyears (Valentini, 2015). The two beautiful seaside properties owned by Genting Malaysia thatincludes Resort World Kijjal, situated in Terengganu and the other in Langkawi is Resorts WorldLangkawi. The shares of Genting Malaysia have been traded in the Bursa Malaysia’s mainmarket after its listing in 1989.Organizational goals:Mission:The aim of Genting Malaysia is to create sustainable profits and growth so that thestakeholder’s value can be enhanced consistently. Moreover, the company’s mission is to becommitted 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 resortoperator present in the world.
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