Branding an Airline: A Case Study of AirAsia KHOR YOKE LIM, RAMLI MOHAMED, AZEMAN ARIFFIN & GERALD GOH (Universiti

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1 Pengajian Jurnal Media Malaysia Malaysian Journal of Media Studies Jilid 11 No Role-Taking: An Important Public Relations Process HUGH CULBERTSON (Ohio University) Perhubungan Awam dan Teknologi Baru JAMILAH HJ AHMAD (Universiti Sains Malaysia) The Influence of Public Relations in Business News Reporting: Opinions of Editors and Journalists MUHAMAD SHAM SHAHKAT ALI (Universiti Putra Malaysia) Branding an Airline: A Case Study of AirAsia KHOR YOKE LIM, RAMLI MOHAMED, AZEMAN ARIFFIN & GERALD GOH (Universiti Sains Malaysia) Malaysia s Role in National Development: Media Policy and National Stability AZIZAH HAMZAH (Universiti Malaya) Regulator and Enforcement: A Case Study on Malaysian Communication and Multimedia Commission (MCMC) Comparatively with FCC, IDA, OFCOM and Other Regulators HASMAH ZANUDIN (Universiti Malaya) Perception of U.S. Media Influences on Self and Others Among Malaysian Youth EZHAR TAMAM (Universiti Putra Malaysia) Online Newspaper in Malaysia: A Preliminary Study MOHD YAHYA MOHAMED ARIFFIN & NOOR ISMAWATI JAAFAR (Universiti Malaya) Asean Delights: A Study of Asean Programs on Malaysian TV HAMISAH HASAN & ABDUL MUA TI (Universiti Putra Malaysia) Perspektif Penerbit tentang Isu-isu Kritikal dalam Penyediaan dan Pembekalan Buku Teks Sekolah di Malaysia MD SIDIN AHMAD ISHAK (Universiti Malaya) Pengaruh Barat dalam Persuratan Melayu Awal di Malaysia MOHAMAD SALEEH RAHAMAD (Universiti Malaya) Menulis dengan Budaya Pascakolonial: Analisis Catatan Kembara AWANG AZMAN AWANG PAWI (Universiti Malaysia Sarawak) Jalinan Kesukanan Malaysia-China: Mempelajari Kejayaan China dalam Sukan HAMEDI MOHD ADNAN & SARIMAH ISMAIL (Universiti Malaya) Jabatan Pengajian Media, Fakulti Sastera & Sains Sosial, Universiti Malaya Department of Media Studies, Faculty of Arts & Social Sciences, University of Malaya

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3 Pengajian Jurnal Media MalaysiaMalaysian Journal of Media Studies Jilid 11 No Jabatan Pengajian Media, Fakulti Sastera & Sains Sosial, Universiti Malaya Department of Media Studies, Faculty of Arts & Social Sciences, University of Malaya

4 Jurnal Pengajian Media Malaysia Malaysian Journal of Media Studies LEMBAGA EDITORIAL EDITORIAL BOARD PENASIHAT EDITORIAL EDITORIAL ADVISOR PROF. MADYA DR HAMEDI MOHD ADNAN PERUNDING EDITORIAL EDITORIAL CONSULTANT PROFESOR EMERITUS DATUK ABU BAKAR ABD HAMID, University of Malaya DATUK DR HASSAN AHMAD, Yayasan Karyawan PROFESOR DREW MCDANIEL, Ohio University, USA DR TONY WILSON, Monash University, Australia PROFESOR DR P. KITLEY, University of Wollongong, Australia PROFESOR DR DEDDY MULYANA, Universitas Padjajaran, Indonesia KETUA EDITOR CHIEF EDITOR PROFESOR RAHMAN SHAARI EDITOR EDITORS PROFESOR DR MD SIDIN AHMAD ISHAK PROF. MADYA DATIN DR HASMAH ZANUDIN PROF MADYA DR ABU HASSAN HASBULLAH ENCIK MOHAMAD SALEEH RAHAMAD Satu naskhah Single issue: RM tempatan local; US$ luar negara overseas Sila hantar cek atas nama Please make cheques payable to: Bendahari Universiti Malaya Pejabat Editorial dan Langganan Editorial Office and Subscription: Jabatan Pengajian Media, Fakulti Sastera dan Sains Sosial, Universiti Malaya, Kuala Lumpur, MALAYSIA. Tel : (6) / 5423 Faks Fax : (6) E-mel hasmahz@um.edu.my / rahmanshaari@um.edu.my Web Website : ISSN

5 Jurnal Pengajian Media Malaysia Malaysian Journal of Media Studies Kandungan Contents Role-Taking: An Important Public Relations Process HUGH CULBERTSON (Ohio University)...1 Perhubungan Awam dan Teknologi Baru JAMILAH HJ AHMAD (Universiti Sains Malaysia)...9 The Influence of Public Relations in Business News Reporting: Opinions of Editors and Journalists MUHAMAD SHAM SHAHKAT ALI (Universiti Putra Malaysia)...21 Branding an Airline: A Case Study of AirAsia KHOR YOKE LIM, RAMLI MOHAMED, AZEMAN ARIFFIN & GERALD GOH (Universiti Sains Malaysia)...35 Malaysia s Role in National Development: Media Policy and National Stability AZIZAH HAMZAH (Universiti Malaya)...49 Regulator and Enforcement: A Case Study on Malaysian Communication and Multimedia Commission (MCMC) Comparatively with FCC, IDA, OFCOM and Other Regulators HASMAH ZANUDIN (Universiti Malaya)...59 Perception of U.S. Media Influences on Self and Others Among Malaysian Youth EZHAR TAMAM (Universiti Putra Malaysia)...73 Online Newspaper in Malaysia: A Preliminary Study MOHD YAHYA MOHAMED ARIFFIN & NOOR ISMAWATI JAAFAR (Universiti Malaya)...83 Asean Delights: A Study of Asean Programs on Malaysian TV HAMISAH HASAN & ABDUL MUA TI (Universiti Putra Malaysia)...95

6 Perspektif Penerbit tentang Isu-isu Kritikal dalam Penyediaan dan Pembekalan Buku Teks Sekolah di Malaysia MD SIDIN AHMAD ISHAK (Universiti Malaya) Pengaruh Barat dalam Persuratan Melayu Awal di Malaysia MOHAMAD SALEEH RAHAMAD (Universiti Malaya) Menulis dengan Budaya Pascakolonial: Analisis Catatan Kembara AWANG AZMAN AWANG PAWI (Universiti Malaysia Sarawak) Jalinan Kesukanan Malaysia-China: Mempelajari Kejayaan China dalam Sukan HAMEDI MOHD ADNAN & SARIMAH ISMAIL (Universiti Malaya)...149

7 Jurnal Pengajian Media Malaysia Jilid 11 Malaysian Journal of Media Studies Volume 11 Vol. 11, No. 1, 2009 Pages 1-8 Role-Taking: an Important Public Relations Process HUGH CULBERTSON ABSTRACT Relationship building and maintenance are important concerns of public relations today. Two important streams of research on public relations roles and on relationship quality play an important part in the study of this realm. To date, these steams have focused on end products of roletaking while paying scant attention to the processes leading to those ends. Drawing on the literature of symbolic interactionism, this paper proposes increased focus on seven dimensions of role-taking as process in light of such current concerns as religion/political extremism and the permanent campaign in politics. Key words: role, relationship, political process, extremism, terrorism, dialogue, excellence in public relations, symmetry, permanent campaign. INTRODUCTION It s been said that the journey often is more enjoyable and fruitful than arrival at a destination. This certainly is suggested by the much-discussed excellence model in public relations which emphasizes two-way symmetric and asymmetric communication (Grunig, 1992; Dozier et al. 1995; Grunig et al. 2002). The symmetric approach, in particular, indicates that process two-way communication with a goal of establishing and maintaining relationships is central to effective public relations. Pure asymmetry, in contrast, focuses largely on end product persuading people to accept a client s point of view and act accordingly. TWO RESEARCH STREAMS Two prominent streams of literature in public relations about roles and relationships have tended to focus on end products. This commentary argues that both streams could profit from emphasis on the process of role-taking suggested by symbolic-interactionist sociology.

8 Jurnal Pengajian Media Malaysia/ Malaysian Journal of Media Studies First, studies of public relations roles have focused heavily on actual and expected behaviors associated with such roles as communication manager and communication technician (Chen & Culbertson, 1996; Dozier, 1998; Hon et al., 1992). Little attention has been paid to such process concerns as how much leeway practitioners have in playing roles or on how they are played at the level of inter-personal dynamics and role-taking. Second, an important body of research on client-public relationships has looked at determinants of whether and why publics perceive clients as competent, trustworthy, responsive to public input, committed to serve one s community, and so on (Ledingham & Bruning, 2000). The processes involved in creating, maintaining, changing and acting on such perceptions seem to receive short shrift. A focus on process seems especially important today in light of at least two phenomena that have been of great concern throughout the world in recent years. TWO CONTEMPORARY PHENOMENA First, the so-called war on terror seeks to deal with political and religious extremism a widespread tendency to condemn enemies and alleged oppressors. This often seems to entail an assumption that the good guys are entirely right while others are totally wrong and beyond redemption. It follows that there is no room for compromise, no point in trying to learn from and understand the bad guys. One must defeat or even obliterate them. Tragic results include terrorist attacks and threats as well as intractable conflicts of the type found in today s Middle East. In Israel, for example, Jewish settlers have come to regard Palestinian shepherds as subhuman creatures who occupy land that Zionists claim as a result of God s ancient decrees (Gish, 2000: ). Second, experts bemoan what they call the permanent campaign that has come to dominate politics around the world. This argument portrays an ideal seen as guiding democratic political discourse that is said to differ greatly from current reality (Orenstein & Mann, 2000). According to the ideal, a politician campaigns vigorously for several months prior to an election. During that time, the candidate seeks to persuade voters that he or she is the best qualified person for the job and possesses the best ideas and plans for moving forward. Once elected, it is said, the office-holder should quit waging verbal war and start governing. He or she then can engage in dialogue, listening to people with diverse points of view before making a decision. Once the decision is made, the governor can sell and implement it secure in the belief that the pros and cons have been fully aired and that the public understands and supports a policy despite arguments against it. This, in turn, is presumed to create a loyal following, with support for government policy based on solid linkage between programs and arguments relating to them (Culbertson, et al., 1998). Such support, based on careful deliberation, should avoid allegations of misleading the public, lying, covering-up, and so on (Heclo, 2000). Unfortunately, reality often differs from this ideal. Today s politicians feel compelled to campaign throughout their tenure, leaving little room for genuine dialogue and deliberation. 2

9 Role-Taking: an Important Public Relations Process Take for example, President George W. Bush s conduct of the Iraq War. According to his disillusioned former press secretary, Scott McClellan (2008), and journalist Bob Woodward (2006, 2008), Bush decided early on that he would take out Iraqi President Saddam Hussein. He said little in his public pronouncements about powerful down-sides to invading and occupying a foreign country. He focused on alleged weapons of mass destruction in Iraq as a primarily justification for going to war. When such weapons could not be found, he felt compelled to shift gears and focus on establishing democracy in the region as his primary goal. This switch seemed hypocritical to many and contributed to a public relations disaster. Bush has been ridiculed for winning the battle quickly disposing of Saddam Hussein but losing the war. Unfortunately for the president, it appears that cognitive support for the war was very thin. In a much publicized snafu, he appeared on an aircraft carrier and announced triumphantly the end of significant combat operations in Iraq. Today, popular MSNBC newsman Keither Olberman signs off every evening by announcing this is the 1,950th day, or whatever, since the end of significant combat! But fighting continues. This commentary argues that public relations scholars can profit from careful consideration of role-taking concepts as defined by symbolic interactionists about 40 years ago. Culbertson (1989, 1991) has reviewed these notions and suggested their applicability to public relations. Role-taking may be defined as the process of psyching out, understanding, or predicting another s attitudes, behaviors, and points of view. We now use several dimensions or aspects of role-taking in explicating several current developments and issues. DIMENSIONS OF ROLE-TAKING 1. Accuracy. This dimension scores high if one correctly grasps where another person or group is coming from and why. Logically, one can understand others like him or herself fairly well simply by assuming they think as he or she does where agreement is high. In cross-cultural communication, of course, agreement between client and public often is not present. In such cases, considerable effort is needed to learn about the other group or person. This points to a second dimension. 2. Breadth of perspective. This is defined as high accuracy despite low agreement. Obviously that requires considerable study and effort (Culbertson, 1989). One recent project which has sought to enhance breadth of perspective has been the South African Truth and Reconciliation Commission. Formed by President Nelson Mandela soon after he came to power in South Africa, the TRC devoted much time, energy, and money to helping victims and perpetrators understand each other. This seemed necessary to avoid civil war in the wake of Apartheid. The TRC invited and publicized testimony from White and Black victims as well as perpetrators. Also, within the Black African community, it sought to promote understanding between bitter foes such as the Xhosa and Zulu peoples as well as between African National Congress supporters who wished to cooperate with Whites and Pan-Africanists who wanted to get rid of them. The jury is still out on whether the TRC succeeded in its basic mission of reconciliation. But the process appears to have created some positive results (Shea, 2000:45-68; Gibson, 2004). Certainly there has been no civil war in a setting where many saw such 3

10 Jurnal Pengajian Media Malaysia/ Malaysian Journal of Media Studies a conflict as almost inevitable 20 years ago. Whether agreement is high or low, it must be assessed by the role-taker. This leads to consideration of a third role-taking concept. 3. Congrency or perceived level of agreement (Chaffee & McLeod, 1968). A great deal of literature suggests very high or low congruency is apt to have negative consequences. On the high end, simple projection of one s own view to the other usually leads to inaccurate perceptions because people always differ as to backgrounds and goals. In contrast, very low congruency seemingly entails polarization, which leads to ethnocentrism or egocentrism (Culbertson, 1983:8-9). This calls attention to a fourth dimension. 4. Method of role-taking. Projection, assuming high congruency, is one method. Another is reading and studying an approach which seems likely to work where role expectations are highly codified and can thus be grasped from reading a manual. The author, a former U.S. Marine, found he could learn to play certain aspects of the Marine role by reading the steps required in close-order drill (turn left with a 36-inch step, at a thirty degree angle, immediately upon hearing the command Column Left, for example). He could not get very far by projecting or reading a manual as a young professor when he was simply told to teach or do research well!! A third method is to interact with those whom you seek to understand. The late U. S. Sen. J. William Fulbright (1966: ) grasped the value of this approach when he established the Fulbright Scholars program that made it possible for bright young scholars and future leaders to live and study abroad for a year or two. He reasoned that understanding among leaders is essential if we are to achieve peace and fruitful relationships across cultural barriers. He apparently felt this could not be accomplished simply by reading and hearing lectures! Also devoted to interaction among diverse people are peace activists. For example, Christian Peacemaking Teams live in trouble spots such as Israel-Palestine and war-torn Iraq. They accompany children to school, providing protection because combatants know they are being watched and will be condemned for committing violent acts against or in the presence of -- foreigners. CPT members seek through friendly, generally unstructured conversation, to help Palestinians understand things from the viewpoint of Israeli settlers, and vice versa. While somewhat controversial, CPT members seem to reign in violence to a degree (Gish, 2008; Gish, 2004). Other steps to promote interaction among diverse people include symposia, roleplaying exercises, and efforts to empower disadvantaged groups so they can speak for themselves effectively in public. A fifth dimension of role-taking appreciated by savvy campaigners but seldom studied systematically involves the implicit messages conveyed in communication about the sender and receiver. 5. Deference and demeanor. For example, the author tries to send thank-you notes promptly when he receives a gift. In doing this, he labels the gift-giver a valued person an implication which sociologist Erving Goffman (1956) would call positive deference. He also shows that he himself is a thoughtful person, suggesting positive demeanor. 4

11 Role-Taking: an Important Public Relations Process As the author writes this, U.S. presidential candidate John McCain appears to have grasped negative deference implications of certain recent pronouncements. McCain s campaign has questioned opponent Barack Obama s patriotism and has condemned him for associating with a 1960s radical named William Ayers. Recently, McCain has called for a halt to such statements, apparently recognizing they implied he was desperate. This negative bit of demeanor suggested he felt he was losing, a view that no candidate wants to cultivate! We now turn to a sixth dimension. 6. Standpoint as defined by sociologist Ralph Turner (1956). Here we consider only one standpoint that of interactive effect. A role-taker considers the impact of his prediction or understanding of another s views along with his own behavior in light of that prediction. Two examples illustrate the need for such assessment. First, many observers bemoan a tendency toward negative campaigning in the modern political scene. This is seen as contributing to a discouraging tendency -- winning battles but losing wars. Obviously strategists believe negative campaigning helps win elections or they would not do it. However, they seem willing to achieve such short-term gains at the expense of reducing long-term respect for politicians and institutions as a whole. The author recalls that, 40 or 50 years ago, U.S. institutions such as the presidency or General Motors often received favorable trust ratings from at least 60 or 80% of survey respondents. These days, one is lucky to reach 20 or 30%. Second, public ownership of companies sews seldom-recognized seeds of discontent. The shareholder is king. Companies feel compelled to enhance stock prices at all costs in order to benefit those who own the stock. However, in today s investment structure, most shareholders own stock through mutual and other funds in firms they ve scarcely heard of! The author really has very little knowledge about several firms he has invested in -- he has left such decisions to a certified financial planner. He feels little involvement with such companies except for their impact on his own wallet. In contrast, employees who have created a product often get laid off because of a need to maximize profits. Their dedication to the firm often is not recognized or rewarded in today s throw-away society. Small wonder they feel marginalized and left out (Boje, 1997). We now turn to a seventh and final dimension. 7. Followership vs. autonomy. Once a person has taken the role of a public, does he or she follow that viewpoint in making decisions? Or does he or she autonomously make decisions based on what he or she believes the audience needs whether or not it wants it? The question of followership vs. autonomy seems to be at the core of many key communication decisions. The appropriate point on this continuum surely varies from case to case. However, it does seem reasonable to suggest a middle course in many instances. Very high autonomy implies authoritarianism and autocratic leadership. When a leader gets too far ahead of his followers, he seems likely to lose them. At the other extreme, very high followership (low autonomy) can amount to pandering. Politicians who appear to do this are often accused of shifting with the political winds and waffling rather than truly leading on the basis of a core set of goals and values (Culbertson, 1983:8-9). 5

12 Jurnal Pengajian Media Malaysia/ Malaysian Journal of Media Studies A CHALLENGE FOR RESEARCHERS No doubt the lack of attention to role-taking in public relations research stems in part from the difficulty of measuring the dimensions. Subtle, nuanced inter-personal processes doubtless occur largely without conscious awareness. As a result, self-report measures may be suspect. At a basic level, role-taking involves gauging similarity or difference between perceptions of the role taker and those of the person or persons whole perceptions or behaviors are being estimated or predicted. And identical marks on a sheet of paper do not always denote identical thoughts and perceived motives by two people. Furthermore, the process becomes even murkier when the role-takee is a large group of people rather than an individual. There is bound to be variation within such a group. Thus an average (mean, median, or mode) does not describe the group as a whole adequately. Someone once said that a famous river is, on average, about 10 feet deep. However, the river is 30 or 40 feet deep at some points, just a few inches deep elsewhere. The average does not really define the whole river. Such issues pose a challenge. But researcher should strive to meet it. Perhaps it is better to measure important concepts rather crudely than to study trivial ones with precision. 6

13 Role-Taking: an Important Public Relations Process REFERENCES Boje, D. M. (1997). Restorying reengineering. Communication Research, 24(6), Culbertson, H.M. (1983). Three perspectives on American journalism. Journalism Monographs, 83. Culbertson, H.M. (1989). Breadth of perspective: An important concept for public relations. Public Relations Research Annual, 1, Culbertson, H.M. (1991).Role-taking and sensitivity: Keys to playing and making public relations roles. Public Relations Research Annual, 3, Culbertson, H.M., C. J. Denbow, & G. H. Stempel III. (1998). Needs and beliefs in construct accessibility: Keys to new understanding. Public Relations Review, 24(2), Chaffee, S. H. & J. M. McLeod. (1968). Sensitization in panel design: A coorientational experiment. Journalism Quarterly, 45(4), Chen. N. & Culbertson, H. M. (1996). Guest relations: A demanding but constrained role for lady public relations practitioners in mainland China. Public Relations Review, 22(3), Dozier, D. M. (1988). Breaking public relations glass ceiling. Public Relations Review 14(1), Dozier, D. M., L.A. Grunig, & J. E. Grunig. (1995). Management Guide to Excellence in Public Relations and Communication Management. Mahwah, NJ: Lawrence Erlbaum Associates. Fulbright, J.W. (1966). The Arrogance of Power. New York: Random House. Gibson, J. L. (2004). Overcoming Apartheid: Can Truth Reconcile a Divided Nation? New York: Russell Sage Foundation. Gish, A. T. (2008). At-Tuwani Journal: Hope & Nonviolent Action in a Palestinian Village. Scottsdale, PA: Herald Press. Gish, P.F. (2004). Iraq: A Journey of Peace and Hope. Scottsdale, PA: Herald Press. Goffman, E. (1956). The nature of deference and demeanor. American Anthropologist, 58, Grunig, J. E. (1992). Excellence in Public Relations and Communication Management. Hillsdale, NJ: Lawrence Erlbaum Associates. Grunig, L. A., J. E. Grunig, & D. M. Dozier. (2002). Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries. Mahwah, NJ: Lawrence Erlbaum Associates. Heclo, J. (2000). Campaigning and governing: A conspectus. In N. J. Orenstein & T. E. 7

14 Jurnal Pengajian Media Malaysia/ Malaysian Journal of Media Studies Mann (Eds.). The Permanent Campaign and its Future Washington, D. C.: American Enterprise Institute and the Brookings Institution. Hon, L. C., L. A. Grunig, & D. M. Dozier. (1992). Women in public relations: Problems and opportunities. In J. E. Grunig.(Ed.). Excellence in Public Relations and Communication Management Hillsdale, NJ: Lawrence Erlbaum Associates. Ledingham, J. A. & S. D. Bruning. (2000). Public Relations as Relationship Management: A Relational Approach to the Study and Practice of Public Relations. Mahwah, NJ: Lawrence Erlbaum Associates. McClellan, S. (2008). What Happened: Inside the Bush White House and Washington s Culture of Deception. Philadelphia: Public Affairs Books. Orenstein, J. J. & E. E. Mann. (2000). The Permanent Campaign and its Future. Washington, D. C.: American Enterprise Institute & the Brooking Institution. Shea, D. (2000). The South African Truth Commission: The Politics of Reconciliation. Washington, D. C.: The United States Institute of Peace. Turner, R H. (1956). Role-taking, role standpoint and reference group behavior. American Journal of Sociology, 61(4), Woodward, B. (2006). State of Denial: Bush at War, Part III. New York: Simon & Schuster. Woodward, B. (2008). The War Within: A Secret White House History, New York: Simon & Schuster. 8

15 Jurnal Pengajian Media Malaysia Jilid 11 Malaysian Journal of Media Studies Volume 11 Vol. 11, No. 1, 2009 Pages 9-20 Perhubungan Awam dan Teknologi Baru JAMILAH HJ AHMAD ABSTRAK Profesional dalam bidang perhubungan awam dewasa ini berdepan dengan kemunculan saluransaluran komunikasi baru yang mengagumkan. Alat-alat perantaraan yang berasaskan internet seperti blog, podcasts, talian video dan jaringan sosial memberi peluang kepada pengguna untuk menyuarakan pandangan. Saluran media tradisional tidak lagi menjadi saluran utama dalam penyebaran maklumat akibat pengaruh media dalam talian. Pengamal perhubungan awam perlu lebih bijak menggunakan komunikasi baru sebagai wadah menghadapi perubahan dalam penerimaan media sosial ini. Artikel ini secara terperinci membincangkan bagaimana teknologi baru dapat digunakan sebagai panduan oleh pengamal perhubungan awam untuk menjalinkan perhubungan yang positif; memberi maklum balas dan mengukur usaha yang dirancang untuk khalayak sasaran. Kata kunci: perhubungan awam, teknologi baru, internet, e-mel, blog. PERHUBUNGAN AWAM DAN TEKNOLOGI BARU Perhubungan Awam Perhubungan awam ialah satu reputasi yang dijalinkan oleh pengamal perhubungan awam untuk menunjukkan hubungan yang positif dengan publik dalaman yang terdiri dari kumpulan atau individu yang mempunyai hubungan dengan organisasi samada pembekal; pengedar; pelanggan; pengguna; kerajaan; media; pelabur mahupun masyarakat awam (Hamdan, 1988). Heath (2001) mendefinisikan perhubungan awam sebagai satu sains sosial untuk menganalisa dan meramal arah aliran; perunding nasihat kepada pihak majikan dan bertindak melaksanakan program yang terancang dan berterusan untuk kepentingan organisasi dan khalayak sasaran.

16 Jurnal Pengajian Media Malaysia/ Malaysian Journal of Media Studies Teknologi Baru Teknologi ialah objek dan aktiviti yang menggunakan pengetahuan sains untuk tujuan praktis dalam industri, pertanian, perubatan, perniagaan dan lain-lain. Teknologi dilihat sebagai satu kaedah menangani masalah teknikal dan maklumat teknologi yang berkaitan dengan pemerolehan, penyimpanan, pemprosesan dan penyebaran maklumat melalui penggunaan teknologi komputer dan telekomunikasi. Teknologi juga dilihat berasaskan kajian saintifik termaju penggunaan peralatan elektronik yang canggih (Dewan Bahasa, 2007). Wanda (2001) telah mengkategorikan konsep teknologi baru iaitu sebagai alat menggantikan tenaga kerja manusia; alat produktiviti yang meningkatkan kerja serta memperluas pengetahuan individu dan institusi sosial dalam menjalani aktiviti sosial ekonomi serta alat pemprosesan meningkatkan informasi. Teknologi pada abad ini berkembang dengan cepat, contohnya istilah Jalur Lebar Tanpa Wayar dan teknologi Generasi Ketiga (3G) adalah antara konsep baru dalam teknologi komunikasi yang masih belum dapat difahami secara menyeluruh. Kemajuan teknologi baru dilihat sebagai satu inovasi kepada pengamal perhubungan awam kerana, teknologi baru dapat membantu dalam semua aspek kerja untuk menghasilkan perkhidmatan yang berkualiti (Pekeliling Kemajuan Pentadbiran Awam, 1991). PERHUBUNGAN AWAM DAN TEKNOLOGI BARU Revolusi Perindustrian telah mengubah kemajuan manusia dalam bidang teknologi dan komunikasi pada hari ini. Ia bukan sahaja merombak tatacara perniagaan, malah mengubah keseluruhan konsep syarikat, organisasi, negara dan gaya hidup seharian sebagai contoh terdapat banyak aktiviti penggabungan mega melibatkan syarikat-syarikat gergasi yang menguasai pasaran dunia termasuklah industri kereta, tembakau, makanan, penerbangan, perubatan dan perbankan (Janal, 2000). Satu lagi tanda tentang persekitaran yang pesat berubah ialah sempadan antara negara, industri dan produk yang semakin hari semakin kabur. Kuasa yang ada pada kerajaan semakin merosot kerana aliran maklumat dan kandungan tidak mudah ditapis oleh kerajaan (Renton, 1997). Hal yang sedemikian berlaku di Malaysia di mana laman web dan blog digunakan sebagai medium meraih undi, mencerna pendapat dan menzahirkan ideologi dan ketidakpuasan hati dan bagi pengamal perhubungan awam pula, internet kini adalah satu tempat luahan perasaan kepuasan serta ketidakpuasan hati publik terhadap organisasi. Pasaran terbuka selepas Perang Dunia II dan perpecahan blok negara-negara timur terutamanya kejatuhan Berlin Wall menyebabkan kemajuan terutama inovasi teknologi dalam sektor komunikasi sepanjang tahun 80an dan bertambah baik dalam tahun 90an. Nama-nama seperti Bill Gates, Steve Jobs, Microsoft dan Internet seperti Yahoo dan Google menjadi faktor perniagaan terutamanya dalam kemajuan informasi dan teknologi komunikasi (ICT). Pengaruh mereka adalah besar dan masih berterusan (Wilcox, 2005). Bagi pengamal perhubungan awam, realiti cabaran telah mengubah cara kerja dan cara komunikasi sepanjang menjalankan tugas mereka sebagai perhubungan awam. Jika dulu pengamal perhubungan awam berfungsi untuk melindungi organisasi daripada krisis negatif dan melindungi ketua mereka daripada pengasingan berita negatif kepada positif, 10

17 Perhubungan Awam dan Teknologi Baru tetapi kini strategi komunikasi seperti pengiklanan dan penjenamaan yang aktif dalam perhubungan awam memainkan peranan yang penting sebagai contoh Mobil Oil yang telah membelanjakan berpuluh-puluh juta dolar untuk periklanan dan CIMB bank yang telah membelanjakan 70 juta untuk aktiviti penjenamaan. Teknologi baru menyebabkan banyak strategi dan teknik perhubungan awam bergantung kepada alat media, jadi pengamal perhubungan awam perlu membuat satu kesesuaian memandangkan perubahan teknologi yang begitu pantas (Marlow, 1996). Sebagai contoh dalam awal 90-an, kepesatan industri komputer menyebabkan populariti dalam penggunaan internet bertambah dan secara langsung merubah cara pengamal perhubungan awam berurusan dengan publik dalaman dan luaran. Komputer banyak membantu pengamal perhubungan awam dalam menjalankan tugas harian mereka seperti memproses maklumat; menyimpan maklumat; mewujudkan dan menulis bahan baru. Melalui internet pula, penyebaran berita berlaku dengan cepat tanpa wujud pemisahan atau kekangan masa untuk mendapatkan maklumat dengan cepat. Globalisasi dilihat sebagai revolusi ilmu dan pengamal perhubungan awam kini perlu menyesuaikan diri kepada cabaran dunia teknologi dengan melibatkan diri dan menguasai peluang dalam mengatur aktiviti perhubungan awam. Pengamal perhubungan awam perlu bersaing dengan kemajuan teknologi terbaru dalam komunikasi. Menurut White (1997), pengamal perhubungan awam hendaklah sentiasa bekerja di dalam batas teknologi terbuka manakala pembangunan teknologi dijadikan sebagai pemudah tugas mereka. Pengamal perhubungan awam juga perlu menggunakan taktik dan alat dalam teknologi baru ini yang telah dipertingkatkan. Antaranya seperti teknologi Sistem Pesanan Ringkas (SMS) dan Sistem Pesanan Multimedia (MMS); Personal Digital Assistant (PDA); Blue tooth; forum melalui internet seperti blog, membuat bantahan dalam web, forum komuniti internet dan Internet Phones (I-Phones). Secara kesimpulannya penggunaan teknologi baru dapat mengubah aktiviti harian pengamal perhubungan awam antaranya dapat menyemak aduan daripada pelanggan dan memberi tindak balas dengan segera melalui e-mel, SMS atau MMS; membaca jaringan berita semasa dalam blog melalui internet; mengakses maklumat melalui intranet; menghantar berita melalui siaran akhbar secara talian; membuat panggilan atau menghubungi khalayak sasaran dengan menggunakan telefon atau menghantar e-mel; menghadiri mesyuarat dengan menggunakan teknologi melalui telesidang; menyiapkan laporan-laporan dengan menggunakan komputer dan menghantarkan kepada pihak yang bertanggungjawab serta menghubungi media untuk mewujudkan perhubungan yang positif. INTERNET DAN PERHUBUNGAN AWAM Salah satu alat komunikasi yang semakin mendapat perhatian ialah internet iaitu satu rangkaian komputer antarabangsa. Pada asasnya, internet tidak dimiliki sesiapa dan tidak dikawal oleh mana-mana pusat kawalan. Hampir keseluruhan isi kandungan yang terdapat dalam web itu digunakan sebagai bahan untuk pengetahuan, pendidikan dan juga hiburan. Tiga kegiatan yang paling popular dalam internet adalah mengirim dan menerima e-mel, membaca mesej dalam kumpulan berita (newsgroup) dan melayari world wide web (www). Pada masa ini, dilaporkan bahawa terdapat kira-kira 25 juta orang yang mengaplikasikan internet di serata dunia dan angka ini dijangka bertambah pada kadar 15 peratus sebulan (Abdullah, 2004). 11

18 Jurnal Pengajian Media Malaysia/ Malaysian Journal of Media Studies Penggunaan internet telah mencetuskan perpindahan teknologi tradisional kepada era digital yang menakjubkan. Untuk menjengah maklumat terkini dalam apa jua aspek, pengguna internet hanya perlu menggunakan hujung jari dan menekan kata kunci pada papan kekunci. Di perkampungan global inilah manusia bertukar-tukar informasi dan perkhidmatan tanpa mengira perbezaan warna kulit, bangsa mahupun ideologi. Secara ringkasnya menurut Holtz (1996), kecanggihan teknologi ini dapat mempermudah komunikasi dua hala sesama manusia dan negara. Perkembangan ICT telah membolehkan maklumat dihantar dan diterima dengan pantas. Kemudahan ini telah membawa kepada peningkatan penggunaan internet dalam aktiviti perhubungan awam. Bilangan pengguna dan kepentingan penyaluran maklumat dan perkhidmatan dengan kadar segera meningkat dari semasa ke semasa. Bagaimanapun, pengurusan internet yang tidak terkawal boleh menjejaskan keselamatan maklumat. Justeru, perlindungan keselamatan yang bijak perlu diwujudkan dan disesuaikan bagi menjamin kesahihan, keutuhan dan kebolehsediaan maklumat yang berterusan (Hill dan Welch, 2006). Bagi pengamal perhubungan awam dalam usahanya menuju ke arah pemodenan pentadbiran telah melihat internet sebagai satu platform untuk penambahbaikan perkhidmatan yang disediakan. Penggunaan internet dengan cara yang tidak bertanggungjawab adalah dianggap sebagai pelanggaran tatacara yang boleh mengancam keselamatan, keutuhan dan kerahsiaan maklumat; melemahkan sistem ICT dan pengurusan rekod elektronik; mengganggu sistem rangkaian ICT dan merosakkan imej pengamal perhubungan awam (Smith, 1995). Oleh yang demikian, bagi menjamin kemudahan internet digunakan dengan selamat, setiap organisasi haruslah menentukan latihan yang bersesuaian, penggunaan teknologi yang kukuh dan dasar yang menyeluruh agar pelanggaran budaya berkaitan laman web tidak berlaku. Antara perkara yang perlu diambil perhatian dan pengamal perhubungan awam ialah; i. Hak akses pengguna iaitu satu kemudahan disediakan oleh organisasi untuk membantu melicinkan pentadbiran atau memperbaiki perkhidmatan yang disediakan. ii. Memilih dan mengehadkan laman web yang ingin dilayari untuk memastikan laman web organisasi tidak dicerobohi oleh virus atau individu yang tidak bertanggungjawab. iii. Pengesahan maklumat iaitu bahan yang diperolehi dari internet perlulah ditentukan ketepatan dan kesahihannya. iv. Bahan rasmi yang hendak dimuat naik dari internet organisasi hendaklah disemak dan mendapat pengesahan pengamal perhubungan awam sebelum dibenarkan dimuat naik oleh pelanggan. v. Memastikan publik dalaman dilarang daripada melakukan sebarang aktiviti yang melanggar tatacara penggunaan internet seperti memuat turun, menyimpan dan menggunakan perisian tidak berlesen. vi. Kandungan perbincangan awam seperti berita kumpulan (newsgroup) dan laman buletin (bulletin board) mestilah mendapat pengesahan daripada pengamal perhubungan awam organisasi tertakluk kepada dasar dan tatacara yang telah ditetapkan. Oleh itu, untuk menjadi pengamal perhubungan awam yang berjaya pada era teknologi baru ini, kemahiran dalam penggunaan teknologi terbuka seperti internet; e-mel; 12

19 Perhubungan Awam dan Teknologi Baru blog; forum komuniti dan teknologi visual seperti Youtube.com adalah satu keperluan untuk terus seiring dan bersaing dengan perkembangan teknologi. Pada masa yang sama pengamal perhubungan awam perlu menggunakan kemudahan internet dengan cara yang bertanggungjawab dan konsisten (Brazell, 2007). E-MEL DAN PERHUBUNGAN AWAM E-mel merupakan antara aplikasi yang membolehkan pengamal perhubungan awam berkomunikasi dengan pelanggan dalam bentuk mesej elektronik. Aplikasi e-mel ini digunakan secara meluas dan membenarkan komunikasi dua hala dapat dijalankan dengan cara yang pantas dan lebih sesuai untuk penulisan yang ringkas. Menurut Rambeau (2005) pengamal perhubungan awam organisasi perlu mempunyai e-mel rasmi untuk memudahkan mereka berhubung dengan publik dalaman dan luaran bagi tujuan penjelasan lanjut, menerima aduan atau mengemukakan pandangan. Antara kaedah penggunaan e-mel yang di cadangkan untuk pengamal perhubungan awam ialah; i. Akaun atau alamat e-mel yang diperuntukkan oleh organisasi sahaja yang sepatutnya digunakan untuk urusan rasmi. ii. Format iaitu setiap e-mel mestilah mengandungi rujukan fail, tarikh dan logo rasmi. Penggunaan huruf besar kandungan e-mel dianggap tidak beretika. Pastikan bahawa subjek dan kandungan e-mel adalah berkaitan perkhidmatan organisasi. iii. Mengelakkan dari membuka e-mel daripada penghantar yang tidak diketahui atau diragui untuk mengelakkan syarikat dicerobohi atau mendapat virus akibat perbuatan publik yang tidak bertanggungjawab. iv. Mengenal pasti identiti dan mengesahkan identiti sebelum meneruskan komunikasi dan transaksi maklumat melalui e-mel. v. Penyimpanan e-mel rasmi yang dihantar atau diterima hendaklah disimpan mengikut tatacara pengurusan sistem fail elektronik organisasi. Penggunaan e-mel sebagai saluran komunikasi kini dianggap penting dan menjadi kemestian terutamanya dalam menjalankan urusan rasmi. Dengan pendaftaran dan perkhidmatan internet oleh syarikat telekomunikasi, ia mempermudahkan bukan sahaja organisasi untuk mendaftar dan memperolehi akaun internet malah individu juga. Namun, infrastruktur e-mel di dalam organisasi perlu dikaji untuk mengatasi masalah penghantaran, keselamatan dan kesahihan kandungan e-mel untuk mengelakkan kesan negatif terhadap imej organisasi. BLOG DAN PERHUBUNGAN AWAM Selain e-mel, blog juga merupakan alat teknologi baru yang mana penggunaannya amat menggalakkan dalam kalangan semua lapisan masyarakat. Menurut Pavlik (2007) blog didefinisikan sebagai satu laman web dengan penyuntingan yang minimum. Blog juga menyediakan komentar talian, dikemaskini secara berkala dan menyediakan hyperlink ke sumber talian yang lain. Hampir semua segmen dalam masyarakat diwakili dalam blogosfera termasuklah pendidikan, perubatan, perdagangan dan perhubungan dengan anggaran satu blog baru dicipta setiap saat (Samantary, 2006). Selain itu, blog didefinisikan sebagai satu istilah untuk laman web di mana catatancatatan dibuat dalam bentuk jurnal dan dipamer dalam satu susunan kronologi terbalik 13

20 Jurnal Pengajian Media Malaysia/ Malaysian Journal of Media Studies (piramid terbalik). Blog sebenarnya berasal dari perkataan web log. Blog juga bermaksud menambah kandungan pada sesuatu web log (Ayres dan Jeffrey,1999). Terdapat beberapa jenis blog. Blog-blog ini berbeza mengikut cara ia ditulis dan disampaikan antaranya ialah: i. Jenis media iaitu blog yang memfokuskan kepada video dinamakan vlog; memberi lebih banyak capaian hiper rangkaian dipanggil linklog; mengandungi banyak gambar dipanggil photoblog dan mempunyai lakaran portfolio dipanggil sketchblog. ii. Jenis alatan sebagai contoh untuk mobile device dipanggil moblog. iii. Genre di mana ia mengkhususkan subjek-subjek tertentu seperti blog politik, agama, pelancongan, fesyen, perundangan dan sebagainya. iv. Status penerbit yang mana sesebuah blog diwujudkan sama ada untuk kegunaan persendirian ataupun untuk tujuan perniagaan contohnya blog yang mengembangkan komunikasi dalam pemasaran dan berunsur penerbitan talian perhubungan awam dinamakan korporat blog. v. Enjin pencarian blog digunakan untuk mencari isi kandungan blog, antaranya blogdigger, technorati dan feedster. Bilangan blog kini semakin bertambah. Ini dibuktikan dengan kenyataan oleh Pew Internet and American Life Project (2005) yang menyatakan pada akhir 2005 terdapat 34 juta blog telah diwujudkan. Weber (2007) pula menyatakan terdapat 100 juta blog pada tahun Kebanyakan penulis blog mengkategorikan diri mereka mengikut media yang diamalkan, sebagai contohnya Raja Petra Kamaruddin ( Ahirudin Attan (Rocky s Bru); Tun Dr. Mahathir Mohamad ( dan Jeff Ooi (Screenshots) untuk memberi peluang kepada orang ramai berinteraksi secara dua hala berkongsi pandangan, kritikan atau pendapat. Kajian oleh Donald dan Michelle (2008) melihat kesan blog sebagai media sosial kepada pengamal perhubungan awam. Kajian ini mendapati bahawa kewujudan media baru ini telah mengubah corak berkomunikasi perhubungan awam secara mendadak. Hasil kajian mendapati blog menjadi pelengkap kepada media aliran utama tradisional dan mengubah cara organisasi berkomunikasi terutama kepada pengguna luar. Melalui blog, organisasi dapat menembusi pasaran luar dengan menjadikan blog sebagai pintu masuk kepada produk organisasi tersebut. Melihat senario perniagaan internet di Malaysia, kebanyakkan usahawan internet memiliki blog sendiri untuk berkongsi aktiviti perniagaan serta memasarkan produk keluaran mereka. Menurut Global Online Survey, 30 peratus rakyat Malaysia membuat pembelian melalui talian dan hampir 40 peratus membuat pembelian di talian pada bulan Mac 2008 (Pauline, 2008). Kajian yang dijalankan ke atas 500 pengguna internet di Malaysia membuktikan bahawa 16 peratus pengguna telah membuat sekurang-kurangnya satu pembelian di dalam tiga bulan terakhir. Antara item yang dibeli secara talian ialah tiket penerbangan dan penempahan iaitu 55 peratus, penempahan percutian atau pelancongan iaitu 41 peratus; pembelian perkakasan komputer iaitu 22 peratus; pembelian buku 21 peratus dan 18 peratus membeli tiket-untuk sesuatu acara. Menurut Linda Lim, Pengarah Online Research Nielsen Company Malaysia, internet telah dijadikan satu ruang dunia baru tempat membeli belah bagi pengguna di Malaysia. Kajian ini juga merumuskan kebanyakan pengguna secara talian membuat keputusan untuk membeli barangan berdasarkan kepada cadangan daripada pengguna talian yang lain. 14

21 Perhubungan Awam dan Teknologi Baru KESAN TEKNOLOGI BARU KEPADA PENGAMAL PERHUBUNGAN AWAM Sejarah telah membuktikan penguasaan media memberi asas kepada proses memanipulasi maklumat mengikut keperluan pihak tertentu. Namun, teknologi tidak bermakna menjejaskan keupayaan pihak tertentu untuk menyalurkan khabar dan mesej. Senario ini terbukti dalam konflik Iraq. Teknologi membolehkan pemimpin-pemimpin kanan Iraq muncul setiap petang memberikan taklimat mengenai nasib yang menimpa rakyat negara mereka kepada pihak media dan disalurkan kepada orang ramai melalui laman web milik Al-Jazeera (Manimaran, 2003). Perhubungan awam keseluruhannya dianggap dapat mempengaruhi khalayak sasaran. Perhubungan awam boleh menjadi sebuah organisasi sebagai sumber nilai bagi pembangunan jenama, memelihara gaya hidup dan penubuhan kredibiliti jika ia dikendalikan dengan baik. Sesetengah ahli pemikir mengatakan bahawa kemunculan teknologi baru akan menghapuskan amalan perhubungan awam secara tradisional tetapi sebenarnya teknologi baru hanya menukar pendekatan pengamal perhubungan awam daripada bersifat tradisional kepada moden. Pendekatan teknologi baru merupakan alternatif kepada perlaksanaan aktiviti perhubungan awam (Seitel, 2004). Pengamal perhubungan awam memainkan pelbagai peranan dengan tujuan untuk menyampaikan objektif organisasi kepada audien terutamanya di dalam teknologi baru. Antara peranan pengamal perhubungan awam ialah menyampaikan mesej. Untuk mendapat kesan komunikasi yang teratur, pengamal perhubungan awam perlu menentukan strategik publik mereka untuk mesej yang disampaikan melalui media cetak dan media eletronik yang ditetapkan. Pengamal perhubungan awam juga perlu mementingkan khalayak sasaran kerana mereka merupakan golongan yang berpengaruh. Antara khalayak sasaran termasuk penduduk di kawasan organisasi tersebut; pihak kerajaan; pelabur; pekerja organisasi; media dan pelanggan. Ini penting kerana dialog dua hala secara langsung dengan orang ramai, pelanggan dan media, pelabur, penganalisis industri, laman blog, penerbitan secara talian dan laman portal lebih mudah dirancang (Carufel, 2007). Maklumat yang disampaikan oleh organisasi akan menjadi lebih berkesan jika organisasi boleh mendapat, memproses, mentafsir dan secara langsung menyebarkannya dengan berkesan kepada khalayak sasaran. Melalui penggunaan teknologi, peluang untuk organisasi menilai, menerima dan memaklumkan khalayak sasaran melalui medium yang dipilih kesan dan kecekapan mesej-mesej korporat. Penggunaan teknologi baru juga meninggalkan kesan kepada pengamal perhubungan awam sama ada positif atau negatif. Ini kerana pengendalian, proses kerja dan strategi komunikasi adalah berbeza. Menurut Argenti (2007) perkara yang paling ketara dalam perbezaan ini ialah bagaimana maklumat cepat disebarkan oleh pengamal perhubungan awam seperti makluman perkhidmatan, berita organisasi dan pesaing atau khabar angin. Bagi memastikan pengamal perhubungan awam tidak ketinggalan dalam teknologi baru, mereka perlu meningkatkan pengetahuan dan membiasakan diri dengan laman blog disamping kreatif dalam penerbitan dekstop grafik. Pengamal perhubungan awam juga perlu cepat mendapatkan maklumat, menjawab permasalahan dan mencipta forum dalam blog yang menarik. Ini akan memberi mereka satu jaringan, hubungan dan pendapat dari orang ramai kepada agenda perhubungan awam organisasi yang dirancang (Cutlip, Center dan Broom, 2006). 15

22 Jurnal Pengajian Media Malaysia/ Malaysian Journal of Media Studies Pengamal perhubungan awam juga harus bijak menggunakan teknologi untuk mendapatkan keyakinan pelabur. Wadah internet dan laman blog seharusnya dijadikan forum oleh pengamal perhubungan awam untuk menyampaikan maklumat pelaburan dan pasaran terkini organisasi. Pengamal perhubungan awam juga perlu melakukan penghantaran maklumat organisasi menerusi blog. Peningkatan teknologi telah mempermudahkan komunikasi digunakan untuk menjalankan perniagaan. Sebagai contohnya bagaimana DELL menjual komputer secara talian dan menghapuskan faktor orang tengah (Argenti, 2007). Di Malaysia pula sebagai contoh Air Asia telah berjaya menggunakan tempahan secara talian untuk menarik kebanyakan pasaran di rantau Asean. Kaedah tempahan secara talian ini telah diikuti oleh Malaysia Airlines System Berhad (MAS) bermula bulan April 2008 setelah mendapati penempahan tiket secara talian dapat memberi perkhidmatan tambahan nilai kepada pelanggan. Menurut Mackey (2003), pengamal perhubungan awam akan menjadi lebih produktif dan berkesan jika mereka menggunakan kekayaan maklumat dan keupayaan komunikasi untuk mengumpul maklumat, menganalisis, merancang dan melaksanakan aktiviti baru. Pengamal perhubungan awam perlu seiring dengan trend dan teknologi terbaru untuk memberi mereka kelebihan apabila berdepan dengan isu dan pengurusan krisis. Maklumat adalah kunci utama kepada persaingan perniagaan pada hari ini dan melalui teknologi, pengamal perhubungan awam mempunyai kelebihan untuk melaksanakan tugas mereka dengan lebih baik, berkesan dan strategik dalam membantu mencapai objektif organisasi (Gorelick, 1998). CABARAN PERHUBUNGAN AWAM DALAM KEMAJUAN TEKNOLOGI Pengamal perhubungan awam masa kini perlu berwaspada dengan pandangan publik terhadap organisasi yang diutarakan melalui laman web. Ini untuk mengelakkan daripada timbulnya isu penipuan; salah tafsir dan tuduhan liar. Sebagai contohnya, syarikat Silverbird iaitu sebuah syarikat yang mengeluarkan produk roti jenama High 5. Reputasi Silverbird telah jatuh secara mendadak kerana maklumat dalam jaringan menyatakan roti ini menggunakan minyak babi yang dilarang pemakanannya oleh orang Islam dalam proses pembuatan roti tersebut. Walaupun syarikat ini telah membuat kenyataan semula dan menggunakan ikon Islam (tanda halal) untuk membuktikannya, tetapi masih sukar bagi mereka memulihkan reputasi tersebut. Bagi kes ini dengan menggunakan medium teknologi yang sesuai, pengamal perhubungan awam dapat memulihkan dan membina kredibiliti serta imej syarikat. Mereka bukan sahaja perlu memahami tentang teknologi baru malah perlu tahu bagaimana untuk menterjemahkan idea kepada publik menggunakan saluran yang sesuai. Kemajuan teknologi baru telah mengubah corak komunikasi dan aktiviti pengamal perhubungan awam. Renton, (1997) menyatakan bahawa kali ini melibatkan: Komunikasi pelbagai hala. Komunikasi dahulu yang lebih berbentuk satu hala, contohnya media cetak kini berubah menjadi dua hala seperti yang didapati dalam laman web, blog dan internet. Ini bererti tugas pengamal perhubungan awam bertambah kompleks dan usaha komunikasi juga sukar diramal. 16

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