Towards the professionalisation of public relations in Malaysia: Perception management and strategy development |
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| Authors: | Zulhamri Abdullah Terry Threadgold |
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| Affiliation: | 1. Department of Communication, University Putra Malaysia, UPM Serdang 43400, Malaysia;2. Cardiff School of Journalism, Media & Cultural Studies, The Bute Building, King Edward VII Avenue, Cardiff CF10 3NB, Cardiff University, United Kingdom |
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| Abstract: | The aim of this study is to explore how the status and standards of public relations as a profession are perceived by the three main groups involved in public relations: academics, practitioners, and business leaders. It is concluded that public relations can be a ‘true’ profession if all parties involved are united and committed to developing standardised, universal forms of public relations practise. |
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| Keywords: | Accreditation Exclusive jurisdiction Professionalisation Public relations Sociology of profession |
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