Strategic Management of Public Relations in Slope Development: Case Study in Malaysia

Public relations studies emphasize significantly on the issue of public to gain organizational effectiveness. Grunig (1992) discussions on public describing organization's decision affect the public and secondly the public affects the organization's decision. In these situations, strategic management of public relations is required. This paper discusses the development of strategic public, issue and participation in the development of slope area in Bukit Antarabangsa, Selangor. This paper employs the situational theory of publics (Grunig, 1992) and discusses three variables of public communication behavior. Multiple methods of data were collected. This study supports the strategic management of public relations in public participation program planning.