Reframing a global public relations practice: identifying global capability framework from Asian perspective
Reframing public relations for a changing world remains a significant challenge. This study presents a three-year research project intended to propose the Capability Framework for public relations practitioners, employers/consultants, and academic communities in Malaysia. It has validated the three...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier BV
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/110470/ http://psasir.upm.edu.my/id/eprint/110470/1/110470.pdf |
| _version_ | 1848865525164146688 |
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| author | Abdullah, Zulhamri Mohamad, Bahtiar Raza, Syed Hassan Mohd Hasan, Nurul Ain |
| author_facet | Abdullah, Zulhamri Mohamad, Bahtiar Raza, Syed Hassan Mohd Hasan, Nurul Ain |
| author_sort | Abdullah, Zulhamri |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Reframing public relations for a changing world remains a significant challenge. This study presents a three-year research project intended to propose the Capability Framework for public relations practitioners, employers/consultants, and academic communities in Malaysia. It has validated the three capabilities categories: communication, organisational, and professional, as encapsulated in Anne and Fawkes's Global Capability Framework. The study employed a mixed-method approach with a dominant qualitative component. In the first part, the Delphi method was conducted to understand the fundamental issue of acceptability of the Global Capability Framework. Secondly, the study included an online survey that provided descriptive results about variations in the Global Capability Framework's applicability within the Malaysian context. For the final part, interviews were organised to explore the views of three PR communities on the Global Capability Framework at the individual, organisational, and professional levels in Malaysia. This study is the first attempt to provide a comprehensive Global Capability Framework for the Malaysian context. We found that cultural capability should emerge as a new dimension of this framework in Malaysia's PR context. Hence, this study will benefit all PR communities in standardising and delivering a country-specific capability approach based on the Global Capability Framework to deal with national and global challenges in an increasingly complex world. |
| first_indexed | 2025-11-15T14:06:05Z |
| format | Article |
| id | upm-110470 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:06:05Z |
| publishDate | 2023 |
| publisher | Elsevier BV |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1104702025-07-21T07:55:49Z http://psasir.upm.edu.my/id/eprint/110470/ Reframing a global public relations practice: identifying global capability framework from Asian perspective Abdullah, Zulhamri Mohamad, Bahtiar Raza, Syed Hassan Mohd Hasan, Nurul Ain Reframing public relations for a changing world remains a significant challenge. This study presents a three-year research project intended to propose the Capability Framework for public relations practitioners, employers/consultants, and academic communities in Malaysia. It has validated the three capabilities categories: communication, organisational, and professional, as encapsulated in Anne and Fawkes's Global Capability Framework. The study employed a mixed-method approach with a dominant qualitative component. In the first part, the Delphi method was conducted to understand the fundamental issue of acceptability of the Global Capability Framework. Secondly, the study included an online survey that provided descriptive results about variations in the Global Capability Framework's applicability within the Malaysian context. For the final part, interviews were organised to explore the views of three PR communities on the Global Capability Framework at the individual, organisational, and professional levels in Malaysia. This study is the first attempt to provide a comprehensive Global Capability Framework for the Malaysian context. We found that cultural capability should emerge as a new dimension of this framework in Malaysia's PR context. Hence, this study will benefit all PR communities in standardising and delivering a country-specific capability approach based on the Global Capability Framework to deal with national and global challenges in an increasingly complex world. Elsevier BV 2023 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/110470/1/110470.pdf Abdullah, Zulhamri and Mohamad, Bahtiar and Raza, Syed Hassan and Mohd Hasan, Nurul Ain (2023) Reframing a global public relations practice: identifying global capability framework from Asian perspective. Public Relations Review, 49 (4). art. no. 102359. pp. 1-10. ISSN 0363-8111 https://www.sciencedirect.com/science/article/pii/S0363811123000747?via%3Dihub 10.1016/j.pubrev.2023.102359 |
| spellingShingle | Abdullah, Zulhamri Mohamad, Bahtiar Raza, Syed Hassan Mohd Hasan, Nurul Ain Reframing a global public relations practice: identifying global capability framework from Asian perspective |
| title | Reframing a global public relations practice: identifying global capability framework from Asian perspective |
| title_full | Reframing a global public relations practice: identifying global capability framework from Asian perspective |
| title_fullStr | Reframing a global public relations practice: identifying global capability framework from Asian perspective |
| title_full_unstemmed | Reframing a global public relations practice: identifying global capability framework from Asian perspective |
| title_short | Reframing a global public relations practice: identifying global capability framework from Asian perspective |
| title_sort | reframing a global public relations practice: identifying global capability framework from asian perspective |
| url | http://psasir.upm.edu.my/id/eprint/110470/ http://psasir.upm.edu.my/id/eprint/110470/ http://psasir.upm.edu.my/id/eprint/110470/ http://psasir.upm.edu.my/id/eprint/110470/1/110470.pdf |