The new frontier: Singaporean and Malaysian public relations practitioners’ perceptions of new media

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Recent research into social media use identified mid-2006 to early 2007 as the period when Singaporean public relations agencies first recognised the need to embrace new media (Fitch, 2009a). This research draws on interviews conducted with ten senior Singaporean and Malaysian public relations practitioners in mid-2006 and offers an historical review of their attitudes to new media at that time. The results reveal that experienced public relations practitioners were fearful of the changing communication environment, even as some embraced the opportunities created by new media. These findings are significant in terms of understanding the implications of new media and changing communication patterns for public relations.
Original languageEnglish
Pages (from-to)17-33
Number of pages17
JournalAsia Pacific Public Relations Journal
Publication statusPublished - 2009
Externally publishedYes


  • public relations
  • social media
  • new media
  • Singapore
  • Malaysia
  • Technology

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