The New Frontier: Singaporean and Malaysian public relations practitioners’ perceptions of new media.

Kate Fitch

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Public Relations and Crisis Communication Media Studies and Communication Media and Digital Communication

Abstract

Recent research into social media use identified mid-2006 to early 2007 as the period when Singaporean public relations agencies first recognised the need to embrace new media (Fitch, 2009a). This research draws on interviews conducted with ten senior Singaporean and Malaysian public relations practitioners in mid-2006 and offers an historical review of their attitudes to new media at that time. The results reveal that experienced public relations practitioners were fearful of the changing communication environment, even as some embraced the opportunities created by new media. These findings are significant in terms of understanding the implications of new media and changing communication patterns for public relations.

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References

2010Qualitative Research Methods in Public Relations and Marketing Communications 2009Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication 2007Public Relations: Concepts, Practice and Critique 2007International Public Relations: Negotiating Culture, Identity, and Power 2008Critical analysis of blogging in public relations 2009Social media use, perceptions of decision-making power, and public relations roles 2008How Blogs and Social Media are Changing Public Relations and the Way it is Practiced 2009New Media and Public Relations

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