Public relations (PR) are the techniques of using communication channel for effectively managing the public perception of an organization or an individual. Public relations for an organization are the way in which they communicate to the media and public (Watson 2014). They communicate with the target audience indirectly or directly through the media with the major aim to maintain and create positive image to build a strong relationship with the audiences. This includes newsletter, public appearances, and press releases. This also includes the utilization of social media and World Wide Web (Rahi 2016). The business world is characterized nowadays by the existing fierce competition to win the new customers and retain the current ones so that the firm can differentiate itself from the increasing competition.
The firms and PR specialists uses various techniques to increase their clients public image and providing meaningful relationship with the potential customers. The organization uses various tools like news releases, newsletter, and statement for media, convection wards and public events conferences. They utilize the internet tools through blogs and social media networks. Good public relation would result in creating article that features the clients. Public relation uses intermediaries for communicating the audience and further influencing them. The intermediaries may include stock analysts, customers, investors and employees (Williams 2016). The public relations are the strategic communication process practiced in an organization to build strong and mutually beneficial relationships among the company and the potential target individuals or the public’s.
Few people think PR as the ‘free advertising ‘method to build relationships with the target audiences. Public Relations are important for various reasons in the recent times due to the following:
Raising awareness- the people and society at large nowadays trust the established brands. The people want their business to be known to compete with the established brands through websites, popular magazines, social media celebrity or respected influencer (Westerlund, Magnusson Hanson and Peristera 2017).
Building credibility- promotion of company’s brand image through magazines can increase the organizational image as the product or service reviews comes as a recommendation for the community.
Helps in managing reputation- The trusted connections of the media helps in building brand reputation and increasing company’s sales (Song et al. 2015). Media connections helps in repairing any damage caused to the company through press release or advertizing.
Promoting brand values- PR helps in promoting the company’s brand values by sending positive message to the potential target audience.
Strengthens community relations- through building a strong relation with the community by making new connections the organization can establish their credibility with their consumers, peers and other editorial contracts (Stacks 2016).
Malaysia is a reputed country that diversifies in religions, races and cultures. The public relations in Malaysia are crucial yet a bigger challenge as the brand image or good reputation for an organization is vital to gain the country support. Genting Malaysia, a well reputed organization of Malaysia public relations activities has been discussed. Furthermore the challenges and strategic public relation campaigns is also important for the evaluation of public relations practices in Genting Malaysia (Denhardt and Catlaw 2014).
Genting Malaysia is the leading hospitality and leisure corporations present in the world that has RM 20 billion approximately in its market capitalization (Gentingmalaysia.com 2018). They operate and own the world’s major properties that include Genting Casinos UK, Resorts World Genting and the upcoming in New York City, which is named as the Resorts World Casinos. Genting Malaysia was voted consecutively for six years as the best and leading Casino Resorts in Asia. Moreover, as the leading Resort in the world by the famous World Travels Awards. Resort World Sdn bhd, which started its business operations as a private limited company in 1980 converted into public company in the following year and subsequently changed its name to Genting Malaysia Berhard or Genting Malaysia. In the year 1989, both the organization that is Genting Malaysia and Genting Berhard underwent organizational restructuring to maximize the business growth (Zerfass and Schramm 2014). Genting Malaysia acquired the overall hotel, gaming, resorts operational activities, goodwill and various relevant assets from the Genting Malaysia.
Resort World Genting (‘RWG”) is a major entertainment and leisure resort in Malaysia. Malaysia has been mainly involved in the hospitality and leisure business that covers themes likes gaming, parks, seaside resorts, hotel and entertainment since 50 years. This is a premier resort of Malaysia that is equipped with more than 10,300 rooms that is spread across many hotels with entertainment attractions, themes parks, retail and dining outlets, business convention and international shows facilities. The recent opening of the current Genting Highlands Premium Outlet also helps in the existing and new offerings at RWG. Moreover, the retail outlets and indoor theme park is completely makeover. The facilities and attractions consists the world’s first innovative 20th century Fox World theme park that is expected to be opened from the next years (Valentini, 2015). The two beautiful seaside properties owned by Genting Malaysia that includes Resort World Kijjal, situated in Terengganu and the other in Langkawi is Resorts World Langkawi. The shares of Genting Malaysia have been traded in the Bursa Malaysia’s main market after its listing in 1989.
The aim of Genting Malaysia is to create sustainable profits and growth so that the stakeholder’s value can be enhanced consistently. Moreover, the company’s mission is to be committed in serving the customers with remarkable and delightful experiences to its customers.
Genting Malaysia’s vision is to be the top or leading integrated head of the resort operator present in the world.
Being the global leader in the hospitality sector throughout the world, the company aims in providing top class entertainment and services in the sustainable and safe environment (Men and Tsai 2014). Genting Malaysia’s main goal is to provide high governance standards across the overall business operations to manage the environmental impacts, promotes responsible business practices and fulfils the social needs required by the nation and community.
Employees are an integral part of Genting Malaysia is the organization is highly committed to the development of human resource. The workforce of the overall organization is more than 20,000 employees comprising of individuals from all over the world like India, China and mostly from Malaysia (Wu, Chen and Cui 2016). The female to male employee ratio is 40:60; besides creating a safe and enjoyable holiday experiences to its target customers the organization also believes in creating and generating a workplace, where employees develop and thrives. The board of Directors of Genting Malaysia has the overall responsibility to manage the affairs of the corporations by setting up appropriate standards for better corporate governance.
The roles and Responsibilities of the Board:
Genting Malaysia’s major roles and responsibilities for managing and controlling the business affairs are as follows:
The PR practitioners or specialists of Genting Malaysia use various techniques and tools to raise their organizational image in public. The PR practitioners of the firm helps in maintaining better reputation among the customers and media (Yeo, A.C., Chong, C.Y. and Carter, S., 2017). They communicate on the behalf of the company and present the services, products and overall operations in an efficient manner. The PR practitioners use various techniques to generate relationship with the customers to increase the sale. The PR practitioner’s main function is to build the bridges of goodwill, understanding and awareness between the public and the organization. They PR practitioners can work in various areas like consulting, media liaison, community involvement, and industrial affairs and employees communication. The major roles that a PR plays within the organization are as follows:
Despite the high rise of internet usage, the public relation industry in Malaysia has not yet complete potential in the business environment. As the technology is increasing at such a rapid pace it is becoming a challenge for the PR practitioners to communicate. The people of Malaysia are mostly used to TV scripts and newspaper and it is becoming quite difficult for them to be tech savvy (Smink, Hekkert and Negro 2015). Public Relation is still an emerging phenomenon in the developing countries of the nation. The dynamism present in the world has posed major challenge for public relation since their main job is communication oriented.
Unlike advertizing, PR has its own credibility as it’s creates ideas for the customers that is mostly created by the third parties. Genting Malaysia should think big that is beyond their imagination to live a remarkable impression in the long run (Jackson and Moloney 2016). They strategic PR campaigns are mainly meant to emphasize their best assets for retaining and attracting the guests. The audiences are generally targeted and awareness is raised for the property among the business experts for developing more credibility for their property.
Recently, Genting Malaysia has concluded its media accounts and regional creative pitch in their covering business markets like, Indonesia, India, Singapore and China besides the mid-eastern countries (Moreno et al. 2015). Meanwhile the hotel creative account has been awarded to Crispin Porter and Bogusky that is taking over from the Grey and M&c Saatchi. Moreover, Genting Malaysia has added various regional new PR agencies, which is accounted by the Allison and Partners. They are the strategic PR firm that specializes in digital PR marketing, media relations, management and communication services (Duhé 2015)
Digital media or online media is playing a vital role in Malaysia as the power of internet has the major potential to reach out to everyone in the world having an online access. Genting Malaysia uses online media for the business growth at an international level (Huang and Yang 2015). The penetration or increase in the social media and internet has provided Malaysia to be abreast with the other developed countries. Genting Malaysia generally portrays it image more through online media rather than using traditional media. Before the digitalization era, the professionals related to public relations mostly engaged with the public only after making any major drastic changes in the organization (Steyn and Niemann 2014). Such as announcing any new offerings, minimum reputation damages or any changes in the industrial patterns. Through online media the organizations now proactively participate in managing the reputation of their organization. Through counsel leadership and identifying major problems in maintaining the organizational relationship with the public (Ciszek 2015).
Genting Malaysia uses social media for eliminating the existing wall present between its brand and potential public. This also helps in shortening the time for the organization to react the relevant stories and thus removing the fine line present between public relations and marketing. Maintaining and crafting positive public appearance needs a proper balance for creating awareness among the public (Davidson 2015). In the rapidly connected world, online media is used as prior line of defense by the modern PR professionals.
Influencing consumer behavior: In the hospitality industry, it is a golden opportunities for the owners to attract the potential customers through photos and videos of the hotel services and facilities. Genting Malaysia uses these techniques by uploading the photos and videos of their hotels, destinations and resorts on the social networking sites or their own personal websites (Jin, Liu and Austin 2014). The internet is generally a virtual area used by the customers to search for vital information for making decisions regarding choosing the best hotel.
Building Brand Image and Creating Awareness: Genting Malaysia has increased its popularity by participating in the various social networking sites and increasing its popularity by building brand images and promoting their hotels. Genting Malaysia positively replies to their customers reviews with morality and maintain their business.
Time and Cost effective: Online media are crucial to raise brand awareness and help them in gaining popularity. Genting Malaysia takes active participation by stay online through the social networking sites and not missing out any posts (Coomb and Holladay 2015). They are investing more time by staying online and investing their money and time on the different sites, which are inexpensive in nature and moreover is used as an effective and efficient marketing tool.
Promotions: The online media are used as a vital source for the promotion of the business products and services. The social media works as an efficient tool for the promotion of their products and promotion of their latest facilities in less time (Meng 2014). Special offers are also provided to face book users for liking the face book fan page of Genting Malaysia.
Targeting the customers: Genting Malaysia by using the online media for communication attracts the potential customers and target the potential niche in the market. The organization gains more knowledge by gaining more knowledge about the consumer behaviors and needs. Genting Malaysia further improves their Customer Relationship Management (CRM) by using the social networking sites.
Genting Malaysia promotes its brand mainly through its Public Relation activities. PR is just like advertizing, but it also helps in increasing their sales also, which includes the vital element of marketing (Westerlund, Magnusson Hanson and Peristera 2017). PR activities and advertizing goes side by side but they both are totally a different concept with and totally different goals. Advertisement is mainly focused on promoting the products and services with a major aim to motivate the potential audience to purchase their product or services while public relation is a specialized technique of communication done through the help of media and public. Public Relation is more beneficial or effective than the advertizing as it is mostly focused on creating positive publicity about Genting Malaysia. PR helps in maintain positive publicity about the Genting Malaysia and creating better reputation among the public of Malaysia.
The effect of PR on public is very different than the usual advertisement done through newspaper articles and TV report. While going through advertisement the public knows that the organization wants them to be persuaded to buy their particular products or services (Gentingmalaysia.com 2018). It will be quiet difficult for them to believe or not believe the information that are communicated to the public. When the news comes for the benefits of services and products come from the third party, like through an online article and newspaper, the public perceive it to be more informative that seeks their attention. The press release in public often encourages them to build a positive image for the products and services.
Moreover, the PR activities used by Genting Malaysia are cost effective as the PR campaign is less expensive as compared to the advertizing. The PR tools and press releases attract publicity and put greater impact on the potential audiences. There is no need for attracting the customers for the same services repeatedly. Therefore, PR more often precedes and accompanies the marketing campaign as an integral part for the advertisement strategy.
The planning methodology using the 10-point plan was developed by Ketchum, which can be applied in any size of the corporate organization and business market (Wu, Chen and Cui 2016). The strategic campaign for public relation can be developed in the following ways:
Public Relations are a management and leadership function that helps in achieving the organizational objectives and facilitates the required change in the management. The PR professional of an organization communicates with all the relevant external and internal publics for developing consistency and creating positive relationship between the societal expectations and organizational goals (Graham, Avery and Park 2015). The several PR practices used by other organization are public relations (PR) activities and tools that helps in promoting positive behavior and attitude towards their business are as follows:
Media relations: in the current scenario, the organization is using various media strategies to manage the businesses. As the media helps in developing a positive image about the business by managing crisis or issues affecting the business. Therefore developing a good media relation would help the companies to promote the business.
Business events: nowadays businesses are the opportunities used by the businesses for promoting the new products and services (Jin, Liu and Austin 2014). Trade shows often provide opportunities for the organization to compete in the market industry and sharing information about their business to the people in the similar fields. This event helps in building customer confidence by clearing their doubts.
Community relations: creating good relationship with the community’s member, where the business is carried helps in building customer loyalty. Recently building public relations is vital for the organization to survive in the competitive business environment.
Engaging stakeholders: the organizations are recently engaging the local stakeholders as well as the decision makers for building their profile (Meng 2014). This helps in attracting more of potential customers through word of mouth and furthermore ensuring the business interest that are factored for the decision making of the community.
Employee relation: Many large organizations are nowadays conducting g employee relations by building the team relationships and business culture by sharing information, instilling sense of pride for the business achievement and promoting involvement (Steyn and Niemann 2014). This further helps the organization in improving staff retention, teamwork and productivity by making sure that the staff is consistently representing the business with right message.
In the current scenario, maintain good public environment is common to every organization and individuals in the present business environment. PR activities used by the various organizations thus helps in managing the increasing competition through diverse organizational publics (Davidson 2015). PR practices helps in evaluating the public behaviors and attitudes by harmonizing the policies, procedures and goals of the organization and individual with the common public interests. Therefore while launching a PR campaign the hoteliers should be realistic in their approach for their expectations and the outcome. Good public relationship can only be achieved by the organizations through proper choice of communication, efficient strategies and relationship-building approaches. The hotel chains and brands of Genting Malaysia can achieve more business growth through efficient usage of the PR practices as it is an effective tool for generating visibility and awareness about their hotels and resorts.
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