The public relations practices in high-tech organization Kulim high-tech park / Rozaidi Abdul Rahim Razali

Abdul Rahim Razali, Rozaidi (2011) The public relations practices in high-tech organization Kulim high-tech park / Rozaidi Abdul Rahim Razali. Masters thesis, Universiti Teknologi MARA.

Abstract

This thesis is about the practice of public relations in high-tech organizations of Kulim High-Tech Park. The research examines the model of communications, the roles and functions of public relations professionals in these organizations, their scope of participation in strategic decision making as well as the presence of Integrated Marketing Communications (IMC) and position of public relations in that mix. In this study, the researcher adopt a case study design to gain an in-depth understanding of the situation and meaning for those involved. This paper reports on a study using in depth interviews to better understand how public relations practices apply in high-tech organization. Research revealed that the organizations followed the asymmetric model of communication under a symmetric philosophy where participation in strategic decision making was marginal, with the role being mainly that of expert prescriber. In the IMC process, trend toward IMC has certainly entered Kulim High-Tech only the position of public relations in that set up is not clearly justified. IMC is mere technical function. Even though the idea of relating public relations roles in IMC exist but still some of the organizations are unaware of how public relations can complement the IMC process.

Metadata

Item Type: Thesis (Masters)
Creators:
Creators
Email / ID Num.
Abdul Rahim Razali, Rozaidi
2008296228
Contributors:
Contribution
Name
Email / ID Num.
Thesis advisor
UNSPECIFIED
UNSPECIFIED
Subjects: H Social Sciences > HM Sociology
H Social Sciences > HM Sociology > Social values
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Communication and Media Studies
Programme: Master of Art in Communication & Media Studies (By Research) - MC780
Keywords: IMC, communication, high-tech
Date: October 2011
URI: https://ir.uitm.edu.my/id/eprint/40679
Edit Item
Edit Item

Download

[thumbnail of 40679.pdf] Text
40679.pdf

Download (125kB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:

ID Number

40679

Indexing

Statistic

Statistic details