Public Relations Education & Community Relations in Malaysia

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Public Relations Education Community Relations
in Malaysia

• Dr Jamilah Hj Ahmad, FIPR
• Universiti Sains Malaysia

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Content

• Evolution of Public relations Issuesn in Malaysia
• Present Education Model
• Integral Components of Public Relations Programme
• Recommendations for Improving Public Relations
  Education/Curriculum
• Community Relations Project
• Types of Community Relations Project
• Checklist For A Strategic Approach To Community
  Relations/CSR

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EVOLUTIONS OF PUBLIC RELATIONS ISSUES
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Present Education Model External Public
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School/Faculty Model Internal Publics
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Integral Components of Well-Rounded Programme

• Basic/Principles Public Relations
• Case Studies in Public Relations
• Public Relations Research, Measurement and
  Evaluation
• Corporate Public Relations
• Governmental Public Relations
• Public Relations Writing and Production
• Public Relations Planning and Management
• Public Relations Campaigns
• Internship
• Directed Electives (Compulsory/Core Minor)

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Suggestions

• Providing a Broad Liberal Arts Background
• Teaching Management Components
• Recommendations for a Minor or Specialisation

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Recommendations for Public Relations Curriculum
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Optimal/Ideal Curriculum Model for Public
Relations Education Program
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Malaysian Public Relations Courses should consider

• The Islamic Perspective on Education in Malaysia
• Western Education from an Islamic Scholars
  Perspective
• Western schooling as ethnocentric - as simply
  the transferring of knowledge. In contrast, the
  Islamic education system transfers values and
  personal development, in addition to knowledge to
  its students. Western education has become a
  commodity, and subsequently creates complications
  for human social life (al-Attas, 1977)
• Islamic scholar M. Yusof al-Qardhawi Islamic
  perspective, education prepares human beings to
  be both knowledgeable in their field of study as
  well as to be kind and physically, mentally and
  spiritually fit
• Al-Faruqi (1982) argues that the Western
  methodology of education is not suitable for
  Muslims because it rejects the existence of God

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Factors Affecting Public Relations Education and
Profession

• Political
• National Identity and Unity
• Economic
• Religion
• Development of Knowledge
• Social Issues
• Globalisation

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Community Relations Definition

• Various methods companies use to establish and
  maintain a mutually beneficial relationship with
  the communities in which they operate
• Accepts its civic responsibility
• Takes an active interest in the well-being of its
  community
• Sustain long-term relationship in terms of
  community support, loyalty good will

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• Community Relations Project
• Government
• NGO
• Consultant
• Corporate/Private organisations

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Types of Community Relations Project

• improve the quality of life - environmental
  programs
• social programs - crime prevention
• educational programs - tuition
• children's activities self development
• community - clean-up and beautification

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Example of CSR Activities/Projects

• Internal staff
• community problems
• sponsoring youth activities
• participating in local government
• joining business and service groups
• purchasing materials supplies from local
  companies
• encouraging community education culture
• making offices or other facilities available to
  community organizations
• supporting local charity drives
• taking part in civic activities

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Avenue of Community Relations/Social
Responsibility/Initiatives

• Event Management
• Campaign/Outreach program
• Media Feature articles
• Conference/Talk/Seminar/workshop
• Associations/NGO/Pressure group
• On-line Media Blog, facebook (earth hour)

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Guiding Principles of Community Relations/CSR

• Market Place
• Environment
• Community
• Economic
• Ethical
• Sustainability
• Engagement

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Checklist For A Strategic Approach To Community
Relations/CSR

• Identify your community-relations goals
• Research concrete, specific ways in which your
  community needs your help, support, involvement,
  or presence
• Identify the areas where your organisation will
  need community help
• Learn how the channels of communication work in
  your community
• Develop a prioritized plan of action based on
  your research
• Get to know community expectations, concerns, and
  sensibilities
• Ensure that each time you revisit your strategic
  plan, you also review your community-relations
  strategy

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• good community relations are no accident. It's
  simply good practice - and good business

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Thank You