Pengaruh Persekitaran ke atas Polisi Organisasi Media Dalam Konteks Perhubungan Media di Malaysia

Media relations are important aspect in organisational communication strategy. Thus, it is highly critical for public relations practitioners to build an effective relationship with media personalities. This research discusses Malaysian media relations practices focusing on the environmental factors including political power, advertising and corporate media shareholders that may influence corporate organisation policies in the context of media relations in the country. In-depth interviews are conducted to study the opinions of print and television editors regarding the issue. The Agenda Setting Theory is used as a framework for this study. The study has found that political authorities and advertisers seem to have strong influence over the corporate organisation’s policy that may affect public relations practices. However shareholders do not seem to bode as a strong influence in the same context.