Abstract – AOCRJ-V3I3P1

The Effective Role of Malaysian Communication Professional
Association: A Dire Need for Raising Global Standards Limited

Zulhamri Abdullah
Department of Communication, FBMK, University Putra Malaysia

Abstract:
This The purpose of this paper is to seek academic and practitioners’ perceptions on the role of Malaysian communication professional associations especially the Institute of Public Relations Malaysia (IPRM) in terms of its effectiveness and contribution to the body of PR knowledge. In this survey, two research instruments, survey questionnaire and in-depth interviews, were employed in the Klang Valley, Malaysia. The findings showed that although the IPRM has marked some achievements in their early development, the body does not play a major role in enhancing the standards of PR professionalism. It is questionable that the IPRM is able to be an independent PR professional association and gain a chartered status in enhancing the value of public relations. Both academics and practitioners viewed that the IPRM needs to be revamped at large from developing the structure of organisation to setting a formal
accreditation and licensing. However, many agreed that the role of IPRM is very important in shaping the bright future of PR industry. This may imply that the IPRM should play a bigger role in institutionalizing the standards of professionalism in public relations.

Key Words: public relations, professionalism, professional association, accreditation, profession

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