Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore

A key characteristic of public relations excellence in organizations is ensuring that the senior public relations practitioner – the head of the communication function – has the competencies to enact the strategic role of a manager. It is only when the top communicator possesses strategic management...

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Main Authors: YEO, Su Lin, Krishnamurthy, Sriramesh
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Language:English
Published: Institutional Knowledge at Singapore Management University 2009
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Online Access:https://ink.library.smu.edu.sg/lkcsb_research/4414
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Institution: Singapore Management University
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spelling sg-smu-ink.lkcsb_research-54132015-03-26T03:36:06Z Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore YEO, Su Lin Krishnamurthy, Sriramesh A key characteristic of public relations excellence in organizations is ensuring that the senior public relations practitioner – the head of the communication function – has the competencies to enact the strategic role of a manager. It is only when the top communicator possesses strategic management knowledge and engages in managerial work with support from colleagues who are technically skilled in traditional craft work can public relations work be considered to be value-generating. This paper presents the findings of the examination of the role of senior public relations practitioners in organizations in Singapore. It also explores the importance of core communication activities to the role of top in-house communicators, examines the time they allocate to managerial and technical work, and assesses if the managerial role which the practitioners play adds value to organizations. Data collected from both in-depth interviews and self-reported log of daily activities showed that although top communicators in Singapore enjoy strategic reporting and unhindered access to senior management, it also revealed, paradoxically, senior management’s mixed worldviews of public relations; and that Singapore’s top in-house practitioners lack the strategic knowledge to enact the managerial role as they are too focused on technical work. The paper concludes with recommendations on how the level of public relations professionalism can be raised in Singapore, starting with the practitioners themselves having to be fully equipped with the relevant academic knowledge of what makes communication excellent. senior public relations practitioner – the head of the communication function – has the competencies to enact the strategic role of a manager. It is only when the top communicator possesses strategic management knowledge and engages in managerial work with support from colleagues who are technically skilled in traditional craft work can public relations work be considered to be value-generating. This paper presents the findings of the examination of the role of senior public relations practitioners in organizations in Singapore. It also explores the importance of core communication activities to the role of top in-house communicators, examines the time they allocate to managerial and technical work, and assesses if the managerial role which the practitioners play adds value to organizations. Data collected from both in-depth interviews and self-reported log of daily activities showed that although top communicators in Singapore enjoy strategic reporting and unhindered access to senior management, it also revealed, paradoxically, senior management’s mixed worldviews of public relations; and that Singapore’s top in-house practitioners lack the strategic knowledge to enact the managerial role as they are too focused on technical work. The paper concludes with recommendations on how the level of public relations professionalism can be raised in Singapore, starting with the practitioners themselves having to be fully eq 2009-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/4414 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Senior practitioner role Roles research Value of PR to organizations PR in Singapore Business
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Senior practitioner role
Roles research
Value of PR to organizations
PR in Singapore
Business
spellingShingle Senior practitioner role
Roles research
Value of PR to organizations
PR in Singapore
Business
YEO, Su Lin
Krishnamurthy, Sriramesh
Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore
description A key characteristic of public relations excellence in organizations is ensuring that the senior public relations practitioner – the head of the communication function – has the competencies to enact the strategic role of a manager. It is only when the top communicator possesses strategic management knowledge and engages in managerial work with support from colleagues who are technically skilled in traditional craft work can public relations work be considered to be value-generating. This paper presents the findings of the examination of the role of senior public relations practitioners in organizations in Singapore. It also explores the importance of core communication activities to the role of top in-house communicators, examines the time they allocate to managerial and technical work, and assesses if the managerial role which the practitioners play adds value to organizations. Data collected from both in-depth interviews and self-reported log of daily activities showed that although top communicators in Singapore enjoy strategic reporting and unhindered access to senior management, it also revealed, paradoxically, senior management’s mixed worldviews of public relations; and that Singapore’s top in-house practitioners lack the strategic knowledge to enact the managerial role as they are too focused on technical work. The paper concludes with recommendations on how the level of public relations professionalism can be raised in Singapore, starting with the practitioners themselves having to be fully equipped with the relevant academic knowledge of what makes communication excellent. senior public relations practitioner – the head of the communication function – has the competencies to enact the strategic role of a manager. It is only when the top communicator possesses strategic management knowledge and engages in managerial work with support from colleagues who are technically skilled in traditional craft work can public relations work be considered to be value-generating. This paper presents the findings of the examination of the role of senior public relations practitioners in organizations in Singapore. It also explores the importance of core communication activities to the role of top in-house communicators, examines the time they allocate to managerial and technical work, and assesses if the managerial role which the practitioners play adds value to organizations. Data collected from both in-depth interviews and self-reported log of daily activities showed that although top communicators in Singapore enjoy strategic reporting and unhindered access to senior management, it also revealed, paradoxically, senior management’s mixed worldviews of public relations; and that Singapore’s top in-house practitioners lack the strategic knowledge to enact the managerial role as they are too focused on technical work. The paper concludes with recommendations on how the level of public relations professionalism can be raised in Singapore, starting with the practitioners themselves having to be fully eq
format text
author YEO, Su Lin
Krishnamurthy, Sriramesh
author_facet YEO, Su Lin
Krishnamurthy, Sriramesh
author_sort YEO, Su Lin
title Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore
title_short Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore
title_full Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore
title_fullStr Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore
title_full_unstemmed Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore
title_sort adding value to organizations: an examination of the role of senior public relations practitioners in singapore
publisher Institutional Knowledge at Singapore Management University
publishDate 2009
url https://ink.library.smu.edu.sg/lkcsb_research/4414
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