Authors : Mohd Yahya Mohamed Ariffin, Jessica Ong Hai Liaw, Zahimi Zainol Abidin, Noor Azmi Mohd Zainol and Mohammad Daud Johari
Abstract: Media relations resources are important aspects in communication strategy to channel information of an organisation to the mass media. The practice of media relations on the other hand is important and necessitated by an editor practitioner of a media organisation to get information from the organisation but at the same time must be managed by experienced, skilled and professional public relations practitioner. In order to put that into realisation, it is crucial for public relations practitioner to build an effective relationship with media organisation editors. This article focuses on the importance of delivery method of media relations resources from the media organisation editor’s perspective in Malaysia. The method of in-depth interview was implemented to analyse the opinions of all editors from media organisations on the practice of delivering resources to them. A number of 10 print and electronic media organisation editors were interviewed for data collection purpose. Analyses showed that all media organisation editors agreed that the practice of media relations in this country along with the suggestions are crucial in the effort to help increase the effectiveness of dissemination in this country. All the editors gave positive opinions on delivert method of resources to media organisations. The respondents also provided various interesting views that can probably be made into practise for all public relations practitioners in the country.
Mohd Yahya Mohamed Ariffin, Jessica Ong Hai Liaw, Zahimi Zainol Abidin, Noor Azmi Mohd Zainol and Mohammad Daud Johari, 2016. The Importance of Media Relations Resources in Malaysia. The Social Sciences, 11: 6149-6156.