RETRACTED: PERANAN KOMUNIKASI STRATEGIK MELALUI PERHUBUNGAN AWAM DALAM TALIAN DAN TREND PENGGUNAANNYA DI MALAYSIA
Retracted: The Role of Strategic Communication Through Online Public Relations and Its Trends in Malaysia
DOI:
https://doi.org/10.37231/apj.2021.4.2.283Abstract
Abstract: The advancement of online strategic communication for receiving and disseminate information by Public Relations Officers (PRO) especially the government sector has been driven by the high use of the internet among Malaysians. The use of social media as a medium of information delivery is one of the steps taken by the government to improve the quality of information delivery to ensure broad participation and involvement among the people at various levels. This is a conceptual paper based on literature research about Governmental Public Relations and dialogic communication theory. Accordingly, the theory used to explain this study is Dialogue Theory where it discusses five main aspects; mutuality, propinquity, empathy, risk and commitment. There are four (4) primary objectives for conducting this study based on independent variables of dialogue theory. This comprehensive study can help explain the extent of the impact of strategic communication via online public relations on the sustainability of corporate communications. Based on digital currents as the primary choice, the public relations strategy commonin every organization’s activity needs to be processed more critically and ideally so that society can feel the efficiency of this organization as a dynamic service provider and in line with modernity.
Keywords: Dialogue Theory, Online Strategic Communication, Public Relations, Sustainability, Corporate Communication
Abstrak: Perkembangan komunikasi strategik dalam talian bagi proses penerimaan dan penyampaian maklumat oleh Pegawai Perhubungan Awam (PRO) terutamanya sektor kerajaan telah didorong oleh penggunaan Internet yang tinggi dalam kalangan rakyat Malaysia. Penggunaan media sosial sebagai medium penyampaian maklumat merupakan salah satu langkah yang diambil oleh pihak kerajaan bagi mempertingkatkan kualiti penyampaian maklumat bagi memastikan penyertaan dan penglibatan yang luas dalam kalangan rakyat di pelbagai peringkat. Artikel ini berasaskan konseptual sorotan literatur berkenaan perhubungan awam dalam kerajaan dan teori komunikasi dialog. Sehubungan itu, teori yang digunakan bagi menerangkan kajian ini adalah Teori Dialog dimana ianya membincangkan lima aspek utama; mutuality (kesefahaman), propinquity (keakraban), empathy (empati), risk (risiko) dan commitment (komitmen). Terdapat empat objektif utama bagi menjalankan kajian ini berdasarkan pemboleh ubah tidak bersandar. Kajian yang menyeluruh ini dapat membantu menjelaskan sejauh mana peranan komunikasi strategik melalui perhubungan awam dalam talian terhadap kelestarian komunikasi korporat. Berlandaskan arus digital sebagai pilihan utama, strategi perhubungan awam yang menjadi kelaziman dalam setiap aktiviti organisasi ini perlu diolah dengan lebih kritis dan ideal supaya masyarakat dapat merasai aura atau pesona organisasi ini sebagai penyampai perkhidmatan yang dinamik dan sesuai dengan kemodenan era digital.
Kata kunci: Komunikasi Dialog, Komunikasi strategik dalam talian, Perhubungan Awam, Kelestarian, Komunikasi Korporat
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