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Generic Principles of Excellent Public Relations in a different cultural context: The case study of Singapore
Unformatted Document Text:  24 industry. As Rhee (1999) contended, excellent public relations departments are staffed by professionals who are educated in the body of knowledge of public relations and who are active in professional associations and read professional literature. In this light, the public relations professionals in Singapore are still far from being excellent. CONCLUSION AND THE FUTURE This study showed that four of the nine generic principles proposed by Vercic et al. (1996) are applicable in another culture. While there was unanimous consent among practitioners in this study that public relations is growing in importance in this city-state with many organizations establishing a public relations department or seeking the services of consultancies, the status of public relations in Singapore is still low compared to other professions such as marketing or advertising. This could be partly due to the fact that it is often difficult for public relations practitioners to justify their contribution in terms of revenue, profits or sales. Relative to the public relations markets in the US and UK, the local industry is still lagging behind in terms of leveraging public relations as a strategic business tool, and in terms of utilizing more sophisticated forms of communication for strategic public relations. The presence of noticeable knowledge deficiencies among local practitioners suggested the dire need for organizations to invest in training tools that are geared towards increasing the knowledge potential of their public relations personnel. There is also a concomitant urgency to expose the growing number of public relations students in Singapore to a multidisciplinary public relations education that would prepare them for a successful career in this globalizing world. Relevant training tools include cross-national internships, exchange programs or work attachment schemes, and courses in arts, marketing, advertising and international public relations to provide a more refined and holistic public relations education. As global public relations theories are still being formulated, cross-national replications of this study should be carried out in different cultural settings to expand the scope of a global public relations theory. In particular, the relatively low reliability score (r = 0.16) of the public information model should be examined and refined to a greater extent. For a more comprehensive study of whether

Authors: Sriramesh, K.., Goh, June. and lim, selina.
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industry. As Rhee (1999) contended, excellent public relations departments are staffed by
professionals who are educated in the body of knowledge of public relations and who are active in
professional associations and read professional literature. In this light, the public relations
professionals in Singapore are still far from being excellent.
CONCLUSION AND THE FUTURE
This study showed that four of the nine generic principles proposed by Vercic et al. (1996) are
applicable in another culture. While there was unanimous consent among practitioners in this study
that public relations is growing in importance in this city-state with many organizations establishing a
public relations department or seeking the services of consultancies,
the status of public relations in
Singapore is still low compared to other professions such as marketing or advertising. This could be
partly due to the fact that it is often difficult for public relations practitioners to justify their
contribution in terms of revenue, profits or sales. Relative to the public relations markets in the US and
UK, the local industry is still lagging behind in terms of leveraging public relations as a strategic
business tool, and in terms of utilizing more sophisticated forms of communication for strategic public
relations.
The presence of noticeable knowledge deficiencies among local practitioners suggested the
dire need for organizations to invest in training tools that are geared towards increasing the knowledge
potential of their public relations personnel. There is also a concomitant urgency to expose the
growing number of public relations students in Singapore to a multidisciplinary public relations
education that would prepare them for a successful career in this globalizing world. Relevant training
tools include cross-national internships, exchange programs or work attachment schemes, and courses
in arts, marketing, advertising and international public relations to provide a more refined and holistic
public relations education.
As global public relations theories are still being formulated, cross-national replications of this
study should be carried out in different cultural settings to expand the scope of a global public
relations theory. In particular, the relatively low reliability score (r = 0.16) of the public information
model should be examined and refined to a greater extent. For a more comprehensive study of whether


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