Embracing social media: the change and disruption to public relations practices in Malaysia

Ahmad, Zeti Azreen (2019) Embracing social media: the change and disruption to public relations practices in Malaysia. Jurnal Komunikasi: Malaysian Journal of Communication, 35 (1). pp. 319-337. E-ISSN 2289-1528

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Abstract

This research is not intended to examine on the advantages of using social media at work but to explore the constraint and challenges imposed by social media to PR practitioners at work. The study argues that beside positive effects, social media could also bring great challenge to PR practices that are often taken for granted. At present, there is a dearth of research conducted to examine the usage of social media among PR practitioners in developing nations, the challenges and possible disruptions they imposed on PR practices. In view of this gap, this study aims to address the following objectives: (i) to examine the social media usage among PR practitioners at work; (ii) to identify PR practitioners’ perception on the effectiveness of social media as a tool to engage with stakeholders and (iii) to explore plausible risks imposed by social media on PR roles and practices. This study was part of PR profile research project conducted in 2018. More than 300 PR practitioners working in various organizations in Malaysia took part in the survey. The findings among others affirmed that despite a moderate use of social media, PR practitioners continue to perceive social media as effective tools to engage with stakeholders. Ironically, social media were also seen as imposing threats to organizations’ reputation. This study is significant as it contributes to existing literature on the implications of social media use in PR roles and practice in Malaysia.

Item Type:	Article (Journal)
Additional Information:	5118/54652
Uncontrolled Keywords:	Social media, technology, PR in Malaysia, PR practice, PR roles.
Subjects:	P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media P Language and Literature > P Philology. Linguistics > P94 Communication and Islam T Technology > T Technology (General) > T10.5 Communication of technical information
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Depositing User:	Dr Zeti Azren Ahmad
Date Deposited:	02 Apr 2019 10:15
Last Modified:	08 Aug 2019 12:29
URI:	http://irep.iium.edu.my/id/eprint/54652

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