MODULE 1-HISTORY United States Information Agency (USIA) ministry of Information, Communication and Culture .

. Both the Ministry and particularly the Department of Information - , regulations and guidelines, monitor broadcast materials aired, BERNAMA Act 1967, Radio Communication Regulations Advertising) 1985 Information Department - government policies, philosophies, consultancy, manage issues, media relations On 1st April 1946 - The Dpt. of Publicity and Printing = The Dpt. of Public Relations MODUE 2-OBJ GPR obj- To build democracy, campaigns, programs and activities, gather feedback, bring the truth Duties- The ability to communicate, knowledgeable about the gov. system, beware of the rules and regulations, organize press conferences, media tours, advice management on issues PS- ability to communicate the policies, ability to speak with persuasiveness, speak up for the press, not lie MODULE 2-PARLIAMENTARY Malaysia practices parliamentary democracy with constitutional monarchy 3 PILLARS- Legislative Authority, Executive Authority and the Judiciary MODULE 3-GOOD GOVERNANCE The printed word-NR,HP, Booklets, Pamphlets, Newsletters, Institutional Advertising The spoken word-PC,meeting, Image communications-exhibit,film, Cyber Communication Good governance- Greek word, kybernan, meaning to steer and to pilot or be at the helm of things. transparent,, accountable, just, fair, democratic, participation and responsive to peoples need 8 character-, consensus-oriented, accountable, transparent, responsive, effective and efficient, equitable and follows the rule of law Syed Arabi Idid- ASEAN nations, public relations has moved from being concerned with publicity to focusing on core matters MODULE 4-PUBLIC OPINION Opinion- Expression, fact, sense of requiring judgement Attitude- favourable or unfavourable PO-views held by persons with interest in an issue PO 3 element-not private,public interest,view by general not minority Mass public(apathetic),, The attentive public, Opinion makers Person develop their believe- Demographics, Family influence, Media, Gender Gap, Age Gap, Education, Income Target public- AIP, SIP, HIP, AP/NP Grunig- very carefully exactly who will be affected by the policies and activities that the government proposed & monitoring the environment it is possible to identify the groups of public whose opinion and behaviour will significantly affect the activities or policies. Nature of PO-direction,stability,intensity

Origins of the marketplace of ideas- Single national language, Literacy, Communications and infrastructure, Freedom of speech and expression Consensus on fundamental values- Equality of opportunity, Individual freedom, Democracy. Liberalism & conversation

MODULE 5-LOBBYLIST Def- a person acting for special-interest group, who tries to influence the voting on legislation or the decisions of government administrators LOBBYISTS TASK- Understanding The Legislative Process, Find The Correct Government Contact , Dealing Directly With The Government Lobbylist role- Monitoring the legislation and regulation, Creating opportunities to present an organisations views, Promoting views through the media, Serving as a source of information to government officials and their staff, Keeping senior management informed on legislative or regulatory developments. MODULE 5-PROPAGANDA 7 common techniques- Name Calling, Plain Folks(humble), Testimonial, Bandwagon(direct statement), Card-stacking(overwhelming case on one side of the issue), Transfer(associating), Glittering generalities MODULE 6-SOCIAL MARKETING(SM) DEF- SMas other design, implementation, and control of programs seeking to increase the acceptability of a social idea or practice in a target group. SMis the planning and implementation of programs designed to bring about social change using concepts from commercial marketing Marketing concepts- Consumer Orientation, Audience Segmentation, Channel Analysis, Strategy, Process Tracking Additional SM"P's"- Publics, Partnership, Policy SMprocess- Getting Started, Planning And Developing Your Strategy, Develop Your Materials and Activities, Write Your Communications Plan, Implement The Plan, Measure Your Results SM vs PM- Promote Change, Expectations, Salience, Certainty of Gratification, Timing of Gratification, Presentation, Trust, Budgetary Constraints Key SM concept- BARRIERS, BENEFITS, COMPETITION, DETERMINANTS OF BEHAVIOR, EXCHANGE, MARKET RESEARCH- enhance understanding of the target audiences characteristics, attitudes, beliefs, values, behaviours, determinants, benefits and barriers MARKET STRATEGY- A guiding plan of action for your entire social marketing program MODULE 6-DEVELOPMENTAL COMMUNICATION(DC) Development issues could consist of major policy decisions made by a nation that directly or indirectly affect the life of its people Objective- to impart the ideas, to cultivate the attitudes, to teach the skills that a developing country needs Roles of DC- A transforming role, as it seeks social change in the direction of the higher quality of life, seeking to maintain some of the established values of the society Role media in DC- Circulate knowledge that will inform people of significant events, opportunities, dangers and changes, Provide a forum where issues affecting the

national, Teach those ideas, skills and attitudes, Create and maintain a base of consensus 3 approaches-empathy,diffusion,magic multiplier Concept of DC- communication source,message,channel or medium,receiver n audience Key elements DC- It is responsive, It hinges on feedback, Innovation and creativity, Independent validation, Its about establishing common ground with communities, Its about community participation, Its about access and visibility of government, Its about the use of simple and relevant language, It is purposive, It is positive, It is pragmatic

MODULE 7- GOVERNMENTAL MEDIA RELATIONS(GMR) RTM, Information Department, consisting of press & liaison, audio-visual and field services divisions, The National Film Department Effective GMR- provide information to the media about activities, encouraging active cooperation, handling crises MODULE 8- GOVERNMENTAL PR: FEDERAL- STATE & LOCAL GOVERNMENT William Ragan objective- inform public,improve effectiveness,provide feedback,advise, Represent the public, Educate administrators about media Core activities- Answer press and public inquiries, Write news releases, Work on newsletters, Prepare speeches for top officials, production of brochures/printed media, Government event management Tools- In-house publications, Letter/memos, Bulletin boards, Posters, Billboards/eboards, cyber media, Exhibitions,films MODULE 9-STATUORY BODIES(SB) Def- An organization that governed by statute that written down formally by parliamentary or federal constitution Obj- To build intellectual and institution foundations based on legal statute by laws, To develop informational programmes to gazette the existing or new laws, To bring the truth to society and also ensure that all Malaysians follow the rules Function- To coordinate the implementation of policies, regulations and guidelines, To plan and coordinate the implementation of development laws, To coordinate the implement and enforcement of the statue by the parliament Duties- To communicate government laws and publics, Aware of rules and regulations make by the governments, Ability to communicate the policies and practices of laws to the public MODULE 10-MILITARY GPR Why need PR- strengthens the armed forces ability, Both soldiers and citizens should understand the role, Informed soldier are more likely to survive and win, help prevent war by portraying the armed forces are trained, equipped, and prepared, 4 concept guide PR- The publics right to know, Maximum disclosure with minimum delay, Information must come from a trusted source MODULE 10-POLICE Sam Black (1981)- importance for the police to have a positive impact that will affect the general well-being of the population. Understandably, every effort should be made by

the members of the police forces, and particularly by those in senior positions to improve police public relations MODULE 11- GOVERNMENT PUBLIC RELATIONS AND COMMUNICATION LAW Ethic-principle,moral,code of conduct,value and rules,good or bad Brown (1986, p. 20),- describes ethics as a conduct consistent with a set of values that establishes the criteria by which conduct will be judged Seitel (2004)- Public relations people, in particular, must be ethical. They cant assume that ethics are strictly personal choices without relevance or related methodology for solving moral quandaries Laws- Printing Presses and Publication Act 1984, Sedition Act 1948, Defamation Act, 1957, Copyright Act, 1987, Internal Security Act, 1960 Revised in 1972, Official Secrets Act, 1972 MODULE 12- THE FUTURE OF GOVERNMENTAL PUBLIC RELATIONS Challenge- ability to target messages across cultural lines to special groups within the population, - the public relations practitioners needs to be much more fully informed about organizations policy and activities, the growth of research to measure and evaluate public relations will continue, Management will expect public relations practitioners to provide creative approaches to organizational problems, Technology and media globalization will mandate that stories be told worldwide and not kept within national borders Quality needs- Professionalism, Generalization, Guts(stand up for what the stand for), Ethics, Leadership