PR Roles in Malaysian NGOs: an Exploratory Study Using Steyn's PR Roles Model

Chin, Yi Jing (2023) PR Roles in Malaysian NGOs: an Exploratory Study Using Steyn's PR Roles Model. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study aimed to look into the Malaysian non-governmental organizations (NGOs) public relations practitioners (PRPs) roles and responsibilities as well as Malaysian NGOs internal and external communication. This study interviewed 10 PRPs from 10 different Malaysian NGOs with different backgrounds. All of the respondents were chosen based on judgemental sampling to ensure data collected could answer this study research questions as they have expertise in this research area. This enabled the researcher to further explore and expose to Malaysian NGOs PRPs roles and responsibilities, their involvement in strategic management and the challenges they faced while catering to the Generation Z (GenZ). There are four significant results from this study in which the first was Malaysian NGOs PRPs are handling multiple roles, but their roles and responsibilities were mostly aligned with Steyn’s PR model. Secondly, Malaysian NGOs PRPs were involved in Malaysian NGOs strategic management due to their expertise and strategic roles. Thirdly, the main challenges faced by Malaysian NGOs PRPs while catering to the GenZ was that GenZ has a shorter attention span. Last but not least, Malaysian NGOs are practicing two way symmetrical communication in their practices to maintain mutually beneficial relationships with their stakeholders. This study also verified Steyn’s PR model and PR Excellence Theory were implied in the Malaysian NGO industry