Strategic Public Relations Campaigns at Genting Malaysia Report

This report provides a comprehensive analysis of the public relations practices of Genting Malaysia, a leading hospitality and leisure corporation. It begins with an introduction to public relations, its importance, and Genting Malaysia's background, including its mission, vision, and sustainability statements. The report explores the functions of various departments, the role of PR practitioners, and the challenges they face. It delves into strategic public relations campaigns, communication mediums, and specific activities undertaken by Genting Malaysia. Furthermore, the report examines strategic public relations campaigns based on a 10-point plan and compares the company's practices with those of other organizations, providing a thorough understanding of Genting Malaysia's approach to public relations and its impact on brand reputation and customer relationships.

Running head: PUBLIC RELATIONS IN GENTING MALAYSIA
PUBLIC RELATIONS IN GENTING MALAYSIA
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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

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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.

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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

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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.

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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.

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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.

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 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.

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 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.

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 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.

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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

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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).