Applicability of the Generic Principles of Excellent Public Relations in a Different Cultural Context: The Case Study of Singapore

This study used 4 generic principles of public relations based on the Excellence Theory to analyze the extent to which strategic public relations management was practiced in Singapore and whether public relations is part of senior management in 4 types of organizations: public relations consulting firms, corporations, government agencies, and nonprofit organizations. Data were collected from 127 public relations professionals using a survey questionnaire based on the Excellence study. In addition, 22 in-depth interviews were conducted and organizational publications analyzed. The data revealed that the 4 generic principles studied are applicable in another culture. In Singapore, public relations has a lower status compared with advertising or marketing. Public relations is also not used as a strategic business tool and professionals do not practice strategic public relations in the city–state because of lack of proper training, among other things. Thus, although Singapore has emerged as an "Asian Tiger" the public relations profession has not developed as much as one would have expected.