Managerial Perceptions towards The Role Of Public Relations: Public Relations Practices In The Malaysian Hotel Industry

Chin, Xin Yi and Kho, Jiat Suan and Tey, Chorng Kuan and Wong, Suet May and Yew, Jiong Jun (2017) Managerial Perceptions towards The Role Of Public Relations: Public Relations Practices In The Malaysian Hotel Industry. Final Year Project, UTAR.

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Abstract

This research is conducted to study the managerial perceptions toward Public Relations in Malaysian hotel industry, and how it affects the roles and practices of Public Relations. We have used semi-structured interview to collect in-depth information on the managerial perception towards Public Relations in the hotel industry. This research has identified few important hiring requirements for Public Relations in the hotel industry, from a managerial perspective, which are experience, academic qualifications, hard skills, soft skills and impression. The results indicated that managerial perspectives have huge impact on Public Relations where the practitioners are playing technician role and minor practitioner role in the hotel industry. In addition, the results showed the hotel industry will apply the four roles of Public Relations which proposed by Grunig (1982), depends on various situations. Besides the suggested four roles of Public Relations, Public Relations in Malaysian hotel industry also play the roles of Marketing and Community Relations. Moreover, we agreed that the Four Models of Public Relations proposed by James Grunig and Todd Hunt is applicable in the practices of Malaysian hotel industry.

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