PR Practitioners' Roles and Their Involvement in Organisation's Dominant Coalition, Decision-Making Processes and Strategic Management in the Malaysian Telecommunications Industry

Chin, Yik Fee (2019) PR Practitioners' Roles and Their Involvement in Organisation's Dominant Coalition, Decision-Making Processes and Strategic Management in the Malaysian Telecommunications Industry. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The purpose of this research was to explore the role of public relations in the Malaysian Telecommunications industry, their involvement in organisation’s dominant coalition, decision-making processes and strategic management. Research findings from scholars have shown that public relations departments are often faced with the task of proving their importance to their organization’s dominant coalition in order to be included in the decision-making process. In specific, public relations department was mostly involved in the technician role and not in organisational policy making, was not empowered sufficiently by dominant coalition and was not involved in strategic management. The qualitative design for this study consisted of email interview and in-depth interviews with five public relations practitioners who at the meso and macro level in the four major Malaysian Telecommunications organisations. The method for data analysis was the thematic analysis. The findings highlighted that public relations practitioners play managerial role and as a communication facilitator most of the time yet retained some of the technical responsibilities. Public relations department was sufficiently empowered and valued, thus practitioners participate in organisation’s decision-making. Practitioners perceived strategic management as having the ability to develop strategic communications plan. The findings also found to have a positive correlation between practitioners’ public relations practice based on the 4 Models proposed by Grunig and their involvement in organisation’s dominant coalition and decision-making processes.