The Importance of Strategic Management Function of Public Relations within an Organization

Sik, San Yih (2021) The Importance of Strategic Management Function of Public Relations within an Organization. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The purpose of this study is to explore the importance of strategic management functions of public relations .Research findings from scholars have shown that public relations departments are often faced with the task of proving their important function, public relations skill, decision-making power under strategic management level The findings highlighted the important function of strategic management of public relations department with several public relations skills to achieve organizational goals, mission and objectives. The findings highlighted that public relations practitioner 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. Practitioners perceived strategic management as having the ability to develop strategic communications plan. In specific, public relations strategic management have an important role in contributing to organizational effectiveness, public affairs and crisis management within an organization. In these important roles, the public relations professionals executed the public relations skills under the top management level. Public relations department in an organization was mostly involved in the area of communication but not in organizational policy making and not empowered sufficiently by dominant coalition. The qualitative design for this study consisted of email interview and in-depth interviews with three public relations practitioners who under MACRO & MESO level from different corporate organization. The method for data analysis was the thematic analysis. In this research, there are seven respondents who are at the strategic management level from different organization have took part in the interview. Three respondents who have taken part in the interview session through video conferencing and four respondents have taken part through email. Major of the findings also found to have a positive correlation between public relations professional but there’s also a neutral findings. Moreover, there are some new findings in this research. Based on the respondents, Public relations practice with several public relations skills based on the 4 organizations model and public relation roles.