Download or read book Towards the Professionalisation of Public Relations in Malaysia written by Zulhamri Abdullah and published by LAP Lambert Academic Publishing. This book was released on 2011 with total page 436 pages. Available in PDF, EPUB and Kindle. Book excerpt: The aim of this dissertation 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. Low recognition of the profession, a shortage of qualified practitioners, a lack of regulation, and a lack of credibility among practitioners are major issues in the Malaysian public relations industry. In order to administer this study, several research methods were employed: a quantitative postal questionnaire, qualitative in-depth interviews and a review of policy documents. In each case, the focus was on following four dimensions of public relations professionalism: the exclusive jurisdiction of public relations; PR education: the establishment of its exclusive training schools; the importance of a code of ethics; and accreditation and licensing. Public relations can be a 'true' profession if all parties involved are united and committed to developing standardised, universal forms of public relations practice.