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Functions Of Public Relations In Singapore.

Functions of Public Relations in Singapore.

A recent study show that (Tan, 2001,pp.8-9) showed that top four public relations practices performed were media relations(88%), corporate communications and branding(86%), community relations(64%)and government relations(51%)

Bigger multinational firm understand the importance and functions of public relations. While smaller especially local companies may not see any need in it, or they judge results solely through press coverage. Hence the number of columm inches of press publicity does not match organizations’ investment in PR, latter is seen as ineffective and a waste of money.

Lack of definition and clear conceptualization of the nature and functions of PR. Pr mistaken variously for marketing, advertising, sales, HR management, lounge hostessing and the like. Viewed as secondary in importance.

The practice of PR in Singapore may be understood by exploring the role of the government in economic, political and social engineering. In this regard, PR practioners would do well to include the government as one of their key publics whenever engaged in strategic planning and management.

One political observer(Yuen, 1999) said;” Singapore is a place that arouses deeply divided feelings among observers. Economically, is it on of the great success stories of this century, but it is also widely seens as authoritarian state that limits freedom of speech and political rights”

Hitherto, this political style also translated into a similar style of public affairs, a top –don and paternalistic approach to communication between the state and its constituencies (Chua,1995).

It typically practices one-way asymmetrical communication. Decision making is monopolized by the government with the agenda for discussing them. The task of government PR practitioners is primarily to inform and educate the masses about government decisions and policies via the pro-government mass media.

Promotes consensus...