The Impact of Organizational Culture on Malaysia Public Relations Industry: Exploring Malaysian Female and Male Practitioners' Role Enactment and Career Prospects

Lui, Mim Wei (2021) The Impact of Organizational Culture on Malaysia Public Relations Industry: Exploring Malaysian Female and Male Practitioners' Role Enactment and Career Prospects. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This research is to explore the impact of organizational culture on Malaysia male and female Public Relations (PR) practitioners’ role enactment and career prospects. The phenomenon of gender discrepancies in the PR industry have been discussed for many years as many previous studies indicating ‘gender’ is the main factor creating unequal treatment among male and female practitioners. However, some studies contradict the concept of gender discrepancies that come from gender itself and they also mention the potential of corporate culture in creating difference treatment among male and female practitioners. This research will apply two theories including Hofstede’s Cultural Dimensions Theory and Excellence Theory to define corporate culture and management style in PR models impact on Malaysian PR practitioners’ role enactment and career prospects. Qualitative data for this research will be gained from video and email interviews. The interview questions will highlight the organizational culture in Malaysia PR industry, PR practitioners’ job scope and career prospects as well as the challenges PR practitioners face in the workplace. According to the findings, corporate culture did impact on the role enactment and career prospect of both male and female practitioners. The lower power distance culture in the workplace plays a big role in generating those impacts because it generates a space for practitioners to strive for a task and take challenges. Therefore, it causes male and female practitioners to have different job scope and those differences generated from practitioners who strive for a task but it is not caused by gender. When looking into the challenges generated by corporate culture, it guides practitioners to improve personal development by learning multi- skills thus enhancing their career prospect in having an opportunity to climb the ladder.