Understanding digital public relations practices among exemplar school principals in Malaysian schools
In recent years, Digital Leadership (DL) has been recognised as an important practice for school principals. DL focuses on Information and Communication Technology (ICT) in support of school principals’ leadership practice. This qualitative study was undertaken with the aim of understanding DL among...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universiti Putra Malaysia
2021
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/93470/ http://psasir.upm.edu.my/id/eprint/93470/1/28%20JSSH-7905-2020.pdf |
| _version_ | 1848861853523902464 |
|---|---|
| author | Saraih, Emelia Fantoza Wong, Su Luan Asimiran, Soaib Md Khambari, Mas Nida |
| author_facet | Saraih, Emelia Fantoza Wong, Su Luan Asimiran, Soaib Md Khambari, Mas Nida |
| author_sort | Saraih, Emelia Fantoza |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | In recent years, Digital Leadership (DL) has been recognised as an important practice for school principals. DL focuses on Information and Communication Technology (ICT) in support of school principals’ leadership practice. This qualitative study was undertaken with the aim of understanding DL among principals from four High Performing Schools (HPS) in Malaysia, particularly from the perspective of public relations. Semi-structured interviews were employed involving four exemplar school principals as the main respondents and 12 school staff as the secondary respondents of the study. The findings indicate that social media has become the contemporary public relations conduit among exemplar Malaysian school principals. The findings also suggest that third parties, such as students, parents, and alumni, enhance school principals’ public relations practices via their social media accounts. The aforesaid findings have meaningful implications for other school principals in similar school settings and contexts to better integrate social media in their public relations practice, especially by leveraging third-party social media accounts. |
| first_indexed | 2025-11-15T13:07:44Z |
| format | Article |
| id | upm-93470 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T13:07:44Z |
| publishDate | 2021 |
| publisher | Universiti Putra Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-934702023-01-13T03:32:06Z http://psasir.upm.edu.my/id/eprint/93470/ Understanding digital public relations practices among exemplar school principals in Malaysian schools Saraih, Emelia Fantoza Wong, Su Luan Asimiran, Soaib Md Khambari, Mas Nida In recent years, Digital Leadership (DL) has been recognised as an important practice for school principals. DL focuses on Information and Communication Technology (ICT) in support of school principals’ leadership practice. This qualitative study was undertaken with the aim of understanding DL among principals from four High Performing Schools (HPS) in Malaysia, particularly from the perspective of public relations. Semi-structured interviews were employed involving four exemplar school principals as the main respondents and 12 school staff as the secondary respondents of the study. The findings indicate that social media has become the contemporary public relations conduit among exemplar Malaysian school principals. The findings also suggest that third parties, such as students, parents, and alumni, enhance school principals’ public relations practices via their social media accounts. The aforesaid findings have meaningful implications for other school principals in similar school settings and contexts to better integrate social media in their public relations practice, especially by leveraging third-party social media accounts. Universiti Putra Malaysia 2021-06-03 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/93470/1/28%20JSSH-7905-2020.pdf Saraih, Emelia Fantoza and Wong, Su Luan and Asimiran, Soaib and Md Khambari, Mas Nida (2021) Understanding digital public relations practices among exemplar school principals in Malaysian schools. Pertanika Journal of Social Science and Humanities, 29 (2). pp. 1273-1291. ISSN 0128-7702; ESSN: 2231-8534 http://www.pertanika.upm.edu.my/pjssh/browse/regular-issue?article=JSSH-7905-2020 10.47836/pjssh.29.2.28 |
| spellingShingle | Saraih, Emelia Fantoza Wong, Su Luan Asimiran, Soaib Md Khambari, Mas Nida Understanding digital public relations practices among exemplar school principals in Malaysian schools |
| title | Understanding digital public relations practices among exemplar school principals in Malaysian schools |
| title_full | Understanding digital public relations practices among exemplar school principals in Malaysian schools |
| title_fullStr | Understanding digital public relations practices among exemplar school principals in Malaysian schools |
| title_full_unstemmed | Understanding digital public relations practices among exemplar school principals in Malaysian schools |
| title_short | Understanding digital public relations practices among exemplar school principals in Malaysian schools |
| title_sort | understanding digital public relations practices among exemplar school principals in malaysian schools |
| url | http://psasir.upm.edu.my/id/eprint/93470/ http://psasir.upm.edu.my/id/eprint/93470/ http://psasir.upm.edu.my/id/eprint/93470/ http://psasir.upm.edu.my/id/eprint/93470/1/28%20JSSH-7905-2020.pdf |