Exploring Beyond Tactical and Managerial Conventions of Public Relations for Organizational Effectivess

Abstract

This research aims to position the practices of public relations (PR) at the strategic level of the organization. First, the study explores the scope of PR and its associated practices, while the following objective maps the practices to the strategic and less-strategic concepts of PR. Finally, the study assesses the need for PR practices towards meeting significant needs of the organization. Data collection comprise four methods; literature review, reference to industrial roles and responsibilities, a survey, and interviews with practitioners and senior managers from government linked companies, public listed companies and multinationals in Malaysia to gain insights on what is expected from the PR / communication practitioner. These methods serve to triangulate the findings in the aim towards optimizing the communication portfolio. The data analysis finds that, to elevate the communication portfolio of an organization to significant heights, there is a need to consider the alignment between strategic aspects of PR communication practices, present industrial practices, and formal PR education in the aim to position practitioners which would result in the PR role contributing to business significantly. From such a perspective, PR contributes to strategic business positioning while enhancing its reputation as an esteemed career to pursue. In short, this research explores the potentials of PR for enhanced levels of roles and responsibilities, particularly in its contribution to organizational business outcomes while proving its relevance within a disruptive business ecosystem thus being able to accommodate emerging trends.