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

Abstract

It was only in the last 25 years that work perfomed by public relations practitioners can be said to be given its due recognition. That is because organizational changes brought on by a host of external factors such as globalization and speed of technology have increased the importance of communication in organizations all over the world. Effective cross-cultural communication with a global audience has never been more critical and organizations today can no longer ignore the need to embark on excellent communication with key stakeholders operating in multicultural, multi-ethnic and multi-faith environments. Public relations practitioners are now thrust into the limelight and given a greater role to set the stage for global communication.