Strategic Management of Public Relations in Slope Development

Procedia - Social and Behavioral Sciences 168 ( 2015 ) 302 – 310

Available online at www.sciencedirect.com

1877-0428 Crown Copyright © 2015 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license

(http://creativecommons.org/licenses/by-nc-nd/3.0/).

Peer-review under responsibility of Centre for Environment-Behaviour Studies (cE-Bs), Faculty of Architecture, Planning & Surveying,

Universiti Teknologi MARA, Malaysia.

doi: 10.1016/j.sbspro.2014.10.235

ScienceDirect

AicE-Bs2014Berlin

(formerly AicE-Bs2014Magdeburg)

Asia Pacific International Conference on Environment-Behaviour Studies

Sirius Business Park Berlin-yard field, Berlin, 24-26 February 2014

“Public Participation: Shaping a sustainable future”

Strategic Management of Public Relations in Slope

Development: Case study in Malaysia

Saidathul Nizah Mat Tazin*

, Shira Haniza Yaakop

Faculty of Communication and Media Studies, Universiti Teknologi MARA, 40450, Shah Alam, Malaysia

Abstract

Public relations studies emphasize significantly on the issue of public to gain organizational effectiveness. Grunig

(1992) discussions on public describing organization’s decision affect the public and secondly the public affects the

organization’s decision. In these situations, strategic management of public relations is required. This paper

discusses the development of strategic public, issue and participation in the development of slope area in Bukit

Antarabangsa, Selangor. This paper employs the situational theory of publics (Grunig, 1992) and discusses three

variables of public communication behavior. Multiple methods of data were collected. This study supports the

strategic management of public relations in public participation program planning.

© 2014 Published by Elsevier Ltd. Selection and peer-review under responsibility of the Centre for Environment￾Behaviour Studies (cE-Bs), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

Keywords: Public relations; strategic public; strategic management

1. Introduction

Organization relies on public for achievement or disappointment irrespective of its size and nature of

business. The issue on public revolves around the area of organizational operations daily dealing with

safety, wages, health, rights and many others that give rise to public opinion and stakeholder activism.

Heath (1997) claim people has lost confidence in government, media and business and shifted to pressure

groups for collective power of individuals (p. 2). Therefore, in the current changing environment

managing public policy has become central to many organizations in reassuring the well-being of its

* Corresponding author. Tel.: +60193507053; fax: +60355444861.

E-mail address: [email protected].

Crown Copyright © 2015 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license

(http://creativecommons.org/licenses/by-nc-nd/3.0/).

Peer-review under responsibility of Centre for Environment-Behaviour Studies (cE-Bs), Faculty of Architecture, Planning & Surveying,

Universiti Teknologi MARA, Malaysia.