No abstract

Long before Covid-19 transitioned in our lifestyle and the ‘New Normal’ began, digital communication through instant messaging application in smartphones has been used over the conventional way of communicating in Malaysia. WhatsApp is the most preferred application when it comes to communicating with peers, friends and family and that is also true for schools in Malaysia, especially in the Klang Valley. The present study aims to investigate the use of digital communication focusing on parent-teacher engagement in a public school in Putrajaya, Malaysia that uses WhatsApp as the application of choice. This qualitative research employs in-depth interviews to collect data to describe the themes that have emerged in the discussion between parents and teachers on WhatsApp as a medium of communication in parent-teacher engagement process. This study incorporates theories such as Uses and Gratifications Theory (UGT) and Epstein’s Theory of Overlapping Sphere’s of Influences (TOSI) in describing the data. The results suggest that both parents and teachers agree on the importance of using digital platform for communication and engagement between them. The versatility of digital communication, convenience, speed and cost effectiveness are the reasons for using digital communication. However, the challenges for teachers that have been identified in the use of digital communication are increase of stress, distractions of messages and abuse of working time. Theoretical and practical implications for academics, parents, teachers and students were also included in the study. Keywords: Parent, teacher, digital communication, WhatsApp, engagement.

Relationship studies have emerged tremendously as an important field of study in communication science, particularly in the field of Public Relations. However, the influence of Organization-Public Relationship (OPR) attributes in the education industry remains understudied. The purpose of this study was to investigate the relationship between OPR attributes and image in a Malaysian private university. A quantitative (survey) method was employed using convenient sampling in which 117 valid responses were collected. The data were then analyzed using Pearson-Product Moment Correlation and Multiple Regression analysis through the Statistical Package for the Social Sciences (SPSS) version 25.0. Based on the findings, OPR attributes, namely trust, control mutuality, satisfaction, and openness yielded positive and moderate relationships with the university's image, whereas commitment generates a positive and high relationship with the university's image. In addition, multiple regression analysis showed that commitment and satisfaction were the significant two predictors that can help to increase the university's image. The study contributes to the Public Relations scholarship by incorporating Openness as another important attribute to expand the original OPR model by testing it empirically in the Malaysian private higher education context. The university's management will benefit from this study as OPR helps to shape the favorable image and perception of the institutions which serves as a