An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities

Public relations are seen as an important part of an organization in helping to bridge the gap with its public so that rapport can be established. Previous researches show that the practises of trust, commitment, community involvement, openness, and customer satisfaction are attributes of Organizati...

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Main Authors:	Rosli Mohammed, Mohd. Nor Sharipudin
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2017
Online Access:	http://journalarticle.ukm.my/11421/ http://journalarticle.ukm.my/11421/ http://journalarticle.ukm.my/11421/1/20890-59710-3-PB.pdf

id	ukm-11421
recordtype	eprints
spelling	ukm-114212018-02-23T10:41:12Z http://journalarticle.ukm.my/11421/ An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities Rosli Mohammed, Mohd. Nor Sharipudin, Public relations are seen as an important part of an organization in helping to bridge the gap with its public so that rapport can be established. Previous researches show that the practises of trust, commitment, community involvement, openness, and customer satisfaction are attributes of Organization Public Relationship (O-PR) practises. However, literature seems to suggest that much research work is needed to develop a model, valid and reliable measurement for this practise. The main goal of this research is to test and compare the model, using confirmatory factor analysis. Questionnaires were distributed to 404 Malaysian university students. Confirmatory factor analysis was done to test whether specific evaluative dimensions relationships based on a theoretical framework that reflects organization-public relationships. The research findings show significant relationships between O-PR practises and organizational reputation. We hope to predict the best O-PR practises, the study elicited that trust; involvement, commitment and satisfaction were shown to have the strongest contributions in O-PR as compared to previous research. The findings of this research will help Public Relations practitioners to measure strategic relationship management and develope the best O-PR practisepractises. The need for improvement in this area requires serious attention, especially to the practises of commitment and customer satisfaction. Conclusions as to the impact of PR as the relationship management of organizations are offered as well as suggestions for future areas of research. Penerbit Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/11421/1/20890-59710-3-PB.pdf Rosli Mohammed, and Mohd. Nor Sharipudin, (2017) An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities. Jurnal Komunikasi ; Malaysian Journal of Communication, 33 (3). pp. 196-213. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1002
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	Public relations are seen as an important part of an organization in helping to bridge the gap with its public so that rapport can be established. Previous researches show that the practises of trust, commitment, community involvement, openness, and customer satisfaction are attributes of Organization Public Relationship (O-PR) practises. However, literature seems to suggest that much research work is needed to develop a model, valid and reliable measurement for this practise. The main goal of this research is to test and compare the model, using confirmatory factor analysis. Questionnaires were distributed to 404 Malaysian university students. Confirmatory factor analysis was done to test whether specific evaluative dimensions relationships based on a theoretical framework that reflects organization-public relationships. The research findings show significant relationships between O-PR practises and organizational reputation. We hope to predict the best O-PR practises, the study elicited that trust; involvement, commitment and satisfaction were shown to have the strongest contributions in O-PR as compared to previous research. The findings of this research will help Public Relations practitioners to measure strategic relationship management and develope the best O-PR practisepractises. The need for improvement in this area requires serious attention, especially to the practises of commitment and customer satisfaction. Conclusions as to the impact of PR as the relationship management of organizations are offered as well as suggestions for future areas of research.
format	Article
author	Rosli Mohammed, Mohd. Nor Sharipudin,
spellingShingle	Rosli Mohammed, Mohd. Nor Sharipudin, An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities
author_facet	Rosli Mohammed, Mohd. Nor Sharipudin,
author_sort	Rosli Mohammed,
title	An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities
title_short	An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities
title_full	An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities
title_fullStr	An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities
title_full_unstemmed	An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities
title_sort	integrated model to measure organization-public relationship (o-pr) and reputation practises in malaysian universities
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2017
url	http://journalarticle.ukm.my/11421/ http://journalarticle.ukm.my/11421/ http://journalarticle.ukm.my/11421/1/20890-59710-3-PB.pdf
first_indexed	2023-09-18T20:00:19Z
last_indexed	2023-09-18T20:00:19Z
_version_	1777406804650622976

An integrated model to measure Organization-Public Relationship (O-PR) and reputation practises in Malaysian universities

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