FACULTY OF SPORT SCIENCE & RECREACTION

SR241 BACHELOR OF SPORTS MANAGEMENT (HONS.)

SRC451 APPLICATION OF PUBLIC RELATIONS FOR

SPORTS - NSRB4A
INDIVIDUAL ASSIGNMENT
NAME: MOHD ALZAIRUDDIN BIN MAININ
MATRIX NO.: 2015955727
DATE OF SUBMISSION: 12 JUNE 2018
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INDIVIDUAL ASSIGNMENT

Below are the assignments for SRC451:

1. Based on your obsevation and experiance in your organization, explain the public relations
exercises/program that has been practices in your organization. This is an individual report. The
contents should include the background of organization, nature of business, the positioning of PR
department, the function of PR department, PR exercise (task and Job), conclusion, references and
supporting materials.

Submission date - 12 June 2016.

Thank you.

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TABLE OF CONTENT

Page

1.0 Introduction 4

2.0 Background of organization 5

3.0 Nature of business 6

4.0 The positioning of Public Relation Department 7-8

5.0 The function of Public Relation Department 9-11

6.0 Public Relation Exercise 12-14

7.0 Conclusion 15

8.0 References 16

9.0 Appendixes 17

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1.0 INTRODUCTION

The history and the beginnings of a modern of policing in Malaysia began with the
adoption of the Charter of Justice in Penang in 1807, which cleared the laws enforced by police.
Nevertheless, the role of policing has begun from the beginning in the days of the Malay sultanate
where the law and law enforcement existed. A second charter was issued in 1825. Police Force
Ordinance enacted in 1871 and came into force the following year until 1942. The Police Force
Enactment came into force in 1924 and gave greater clarity to police’s role, functions and
responsibilities. The standard blue uniform was introduced for all states with identity of
contingents distinguished by type of button and badges.

Public relations (PR) are the way organisations, companies and individuals communicate
with the public and media. A PR specialist communicates with the target audience directly or
indirectly through media with an aim to create and maintain a positive image and create a strong
relationship with the audience. The public relations field is important for the Royal Malaysian
Police as it is the medium of intermediation between the organization and the community in
communicating any information or activities that the organization has undertaken. It serves as
informants, support providers, moderate communications and also moderate connections between
customers and an organization that is in line with current needs. The service of a public relations
officer is not only an intermediary, but also includes aspects of negotiation. Hence, the aspect of
PDRM's public relations is very important due to the dependence between PDRM and the
community. Thus, various efforts need to be done with a continuous and continuous effort to
establish and maintain understanding between PDRM and the community.

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2.0 BACKGROUND OF ORGANIZATION

Royal Malaysian Police

The formation of the Malaysian Police known as the Royal Malaysia Police was followed
by the formation of Malaysia in 1963. Singapore pulled out when left the Federation in
1965. Police force underwent Malayanization in the 1950s when Malayans replaced British in top
posts including the Inspector-General of Police. The police force is led by an Inspector-General
of Police (IGP) who, as of September 2017, was Tan Sri Dato' Sri Mohamad Fuzi Harun. The
constitution, control, employment, recruitment, funding, discipline, duties and powers of the
police force are specified and governed by the Police Act 1967. The Ordinance placed the police
forces in all three Straits Settlements (Penang, Singapore and Malacca) under one straits
Settlement Police command in Singapore. The four forces merged as the Federated Malay States
(FMS) Police Force in July 1896. It was led by a Commissioner of Police and had its headquarters
at Bluff Road Hill, the present day is Bukit Aman, Kuala Lumpur.

In carrying out its responsibilities, the regular RMP is also assisted by a support group of
Extra Police Constables, Police Volunteer Reserves, Auxiliary Police, Police Cadets and a civilian
service element. The RMP constantly co-operates closely with police forces worldwide, including
from those six neighbouring countries Malaysia shares a border with: Indonesian National Police,
Philippine National Police, Royal Brunei Police Force, Royal Thai Police, Singapore Police
Force and Vietnam People's Public Security. The force is a centralized organization with
responsibilities ranging from traffic control to intelligence gathering. Rakan Cop is a community
outreach programme launched in 9 August 2005. The modern police organization in Malaysia
started in 25 March 1807 after the Charter of Justice in Penang was granted. Most of the officers
were of British origin. Later this organization was developed in the Straits Settlements and other
Malay State, particularly the Federal Malay States. At that time, police organization was limited to
their respective states. Only after World War II, a single police organization with maiden
administration of the centre was established and it was known as the Civil Affairs Police Force.
This organization was formed in Malaya and led by H. B. Longworthy. The British colonial had to
stabilize the police organization after a nationwide anarchy took place during Japanese state time.
One of the problems faced by the police then was the rebellion of the communist party.

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During the confrontations of Malaysia and Indonesian forces from 1963 to 1965, the
police force along with military forces fought against the infiltrations of Indonesian forces in the
sates of Johore and Sabah. Almost a year after Independence Day, on July 24, 1958, the King of
Malaysia, Almarhum Tuanku Abdul Rahman Ibni Almarhum Tuanku Muhamad (late) bestowed
the Royal title to the Malayan Federations Police Forces. In 1963, the Royal federation Of
Malayan Police (RFMP), the North Borneo Armed Constabulary and Sarawak Constabulary was
merged and formed the Royal Malaysian Police.

3.0 NATURE OF BUSINESS

Main policy of the Royal Malaysian Police

Royal Malaysian Police is one of the largest services in the country. Law enforcement is
most clearly seen and the most critical component of the criminal justice system. This is because
the process of defending the law in enforcing the law has always been an issue and attracted the
attention of the community, especially in the exercise of discretion and the use of force. Section 3
(3) of the Police Act 1967 sets out, For the sake of national sovereignty and the well-being of the
community and the integrity of the troops, the basic duty of members of the Royal Malaysian
Police is:

1) Preserve Law and public order

- To preserve law and order by carrying out law enforcement at Malaysia

2) Maintaining Malaysia's peace and Security

- Maintain Malaysian security and security with continues assignments 24 hours a day and 7
days a week.

3) Preventing and Tracking Criminals

- Conduct intelligence to identify ‘hotspot’ areas that become illegal criminal port activity.
Controlling cross-border criminal.

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4) Catching and indict offenders

- Use legal and judicial jurisdiction to prosecute offenders according to law.

5) Collecting Security Intelligence.

- Collecting all security intelligence information to curb unlawful activities in Malaysia and
to curb activities that could jeopardize national security either on land or at the ocean.

4.0 THE POSITIONING OF PUBLIC RELATION DEPARTMENT

Management Department

The Royal Malaysian Police consist of 10 major departments which is, Management Department,
Strategic Resources & Technology Department, Criminal Investigation Department, Narcotics
Criminal Investigation Department, Commercial Crimes Investigation Department, Special
Branch Crime Prevention and Community Safety Department, Internal Security and Public Order
Department, Integrity and Standards Compliance Department, and Traffic Enforcement and
Investigation Department. All of these departments are led by a director ranked from Senior
Assistant Commissioner Police (SAC) until Commissioner Police (CP).

The positioning of the Public Relation Department was under the Management
Department. The Management Department consist of 11 branches which is Administration,
Welfare, Training, Research & Development, Services / Designation, Public Affairs, Public
Relations, Intake, Ceremonies, Camp Commandant, and RMP Sports Council. The Management
Department is tasked with the routine of management and administration affairs of the RMP. This
department is also the nerve centre of the RMP and acts as the support services platform for the
rest of the force. For public relation purpose, a branch known as the Public Relations branch of
Royal Malaysian Police was established on 1 January 1970. At that time the branch stationed in a
Bukit Aman, Kuala Lumpur comprised with 13 officers and lead by a Superintendent Police as the
head of the branch.

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As PDRM looking at the current developments and demands as well as importance to the
organization, now the branch is expanding and placed directly under the governance of the head of
the National police chief (Inspector General Police) known as the ‘Urus Setia KPN (Komunikasi
Korporat)’, which is headed by Senior Assistant Commissioner Police (SAC) Dato’ Asmawati
Ahmad (refer appendix), with six units playing its own role ie;

1. Communication and media monitoring units

2. Portal and social media units

3. Information and analysis resources units

4. Corporate communications development units

5. Radio and TV liaison units

6. Publication and publicity units

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5.0 THE FUNCTION OF PUBLIC RELATION DEPARTMENT

PUBLIC RELATION FUNCTION

Basically, this Public Relation branch operates and coordinates all the mass communication
activities of the PDRM institution and also implements the communication policy as a tool to
accelerate the change of attitude and development of the country as the term ‘Communication as a
strategy for social action and change within the force’.

1. Communication and media monitoring units

Content Development

Preparing documents, written and electronic, is another function of public relations. Examples of
content developed by a public relations department include company newsletters, blogs, speeches
and annual reports. Content may also be written for another member of the department, such as a
letter to employees from the branch head. Often, a public relations department will work with
another department to ensure a project fits with an overall company message. For example, a
public relations department may work with advertising and marketing departments on creating a
description, report or other content about a new product or service.

2. Portal and social media units

Social Media Management

Establishing, monitoring or growing an organization's or individual's online presence is another

function of public relations. Specific tasks may include creating or updating Facebook pages,
tweeting information and keeping an eye on what others are saying in cyberspace about an
organization.

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3. Information and analysis resources units

Community Relations

A public relations function consisting of an organization’s planned active and continuing

participation with and within a community to maintain and enhance its environment to the benefit
of both the organization and the community. This can involve partnerships, volunteer activities,
philanthropic contributions and public participation.

4. Corporate communications development units

Crisis Communication

Protecting a PDRM from a threat to its reputation is another public relations function. While
media representation is a part of crisis communication, preparing a crisis communication plan and
training leadership and employees on its components is handled by a public relations department.
A crisis communication plan developed by a public relations team typically includes determining
specific logistics for expected reporters, the designation of an official spokesperson for the crisis,
the development of targeted messages for internal and external audiences and training for
company leadership on how to handle tough or hostile questions.

5. Radio and TV liaison units

Media Representation

Representing an organization or individual to the media is one of the more well-known functions
of public relations. Media management includes developing and distributing both written and
video news releases, pitching stories to journalists and responding to reporter inquiries.
Depending on the organization, spokesperson duties may also be handled by the public relations
department. Media representation also includes monitoring and measuring news coverage of the
organization or individual.

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6. Publication and publicity units

Media Relations

Dealing and communicating with the news media when seeking publicity or responding to
reporters’ questions. It also involves setting up and maintaining a professional and mutually
beneficial working relationship with news gatherers and gatekeepers, in part by becoming known
as a credible source and as a provider of factual, expert information whether or not that
information results in media coverage

Who Can Work as a PR?

A PR specialist is usually required to have a relevant type and level of education such as a
Bachelor’s degree in communications or journalism. Proper education, however, is not enough to
become a PR and much less to become a successful PR. A PR specialist needs certain skills (they
are acquired through additional education and training), in the first place excellent writing and
verbal communication skills. But a PR specialist also must know to work under pressure and be
able to answer a variety of questions including unpleasant ones. For example, if the client is under
a public “attack”, a PR specialist needs to establish a control over the situation and protect the
client’s good reputation.

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6.0 PUBLIC RELATION EXERCISE (TASK AND JOB)

Objective of Public Relations

The main objective of public relations is to maintain a positive reputation of the brand and
maintain a strategic relationship with the public, prospective customers, partners, investors,
employees and other stakeholders who leads to a positive image of the brand and makes it seem
honest, successful, important, and relevant.Indeed, ‘Urus Setia KPN (Komunikasi Korporat)’ is an
institutional which focuses on the image and the services provided to the people. Thus, this branch
plays an important role in preserving and raising the image of PDRM in the community. In a time
where PDRM needs to act quickly to provide accurate information to the community, engagement
with community members is implemented through the following approach:

a) The distribution of false information through the mass media and the WhatsApp application is
dealt with immediately through an official statement to deny the unfounded news to avoid the
annoyance

b) Scam alerts and crime alerts are uploaded so that people are cautious about the modus operandi
of criminal syndicates. They also seek to obtain authentic information on criminal news so that
the baseless 'fear of crime' does not affect the quality of their lives.

c) Current information is shared with the community so that they are always aware and confident
of the current level of security through the success stories of PDRM in fighting crime

d) Spokes information on excise new recruitment of PDRM and PDRM activities involving the
community, for example parade of police day.

e) Issuing the official statement of the PDRM leadership related to current security issues

f) Establish close working relationship with the local community for the purpose of delivering
information to members of the community either through print media, electronic media and
social media PDRM

g) Conduct studies and measurements on public feedback and perceptions on the implementation
of policies and delivery to the community that continuous improvement can be implemented

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‘Urus Setia KPN (Komunikasi Korporat)’ is not only responsible for maintaining the image of
PDRM, but it is also a liaison entity between PDRM and the community. It presents authentic
information, explains ambiguity and removes doubts and links collaboration between police and
society. Among the role of Public Relations (PR) in helping to build the reputation of an
organization is to elaborate on a rational problem faced by its organization. I Gusti Ngurah Putra.
(1999) states that the primary function of PR is not to display its organizational view, but to make
adjustments to the interests of the organization in relation to what is happening within its
organization. For example, PR is responsible for promoting the issues faced by its organization
based on the adjustment to the environment in which the organization operates. In addition, it is
the responsibility of PR practitioners to release any information necessary to ensure that the
authorities and parties are able to control any problems that occur within the organization. This is
because, PR is capable of framing, analyzing and interfering public opinion on issues and actions
that may have a positive effect on the organization's operations and planning. As such, the image
of an organization will always be preserved.

Second, PR practitioners also helped to organize various strategic steps to achieve its
mission to build the reputation of the organization. Lena Satlita. (2004) that PR is responsible for
developing and maintaining its organization in various fields. For example, PR assists its
organization in organizing the various workplanes planned and must be implemented by the
organization in order to achieve a defined mission. In addition, PR practitioners will indirectly
engage in research and identify any problems, develop programs and hold key responsibilities in
the implementation process. This is because, the successful organization will be accepted by
society as an asset to the nation and the State. As a result, successful organizations will always
gain support from audiences that will ultimately help improve the organization's image.

Third, PR practitioners are also responsible for being an adviser to the superior in an
organization when dealing with audiences aimed at building their organization's reputation. For
example, PR will be an advisor to the organization's leaders on important matters that need to be
alerted and which need not be told to the public. This is so because, through such advice it can
establish new policies, procedures and actions that will bring mutual benefits to its organizations
and groups. Thus, the image of an organization will also be preserved.

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Fourth, the role of PR practitioners in building the reputation of the organization is in the
sense of establishing good relations between other organizations. The PR function is to create
mutually beneficial relationships between organized and systematic organizations. For example,
PR practitioners are responsible for creating two-way communication between other
organizations. In addition, every program implemented should take into consideration the
opinions of organizations and audiences. If a situation has a negative impact on other
organizations, PR practitioners should ensure that the parties are aware of them and are given
education on how to address them. It aims to create trust amongst other organizations. This is
because, the established Faith will be able to bridge the gap between the organizations. Where, the
existing understanding will raise the trust among the people that will help increase the reputation
of an organization.

Furthermore, PR practitioners are also responsible for building the identity of the
organization by disseminating information about what is deemed important by its organization. It
aims to attract audiences through the media to help improve the reputation of the organization.
Therefore, through PR media will disseminate information about the organization to get attention
from the audience. For example, PR will formulate activities aimed at enhancing public
understanding of its organizational activities. In addition, PR practitioners also ensure that every
message posted at the media corner is true, tested and can be determined by its validity. This is
done by PR to ensure that every message delivered really reaches the target audience in the wake
of its reputation.

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7.0 CONCLUSION AND RECOMMENDATIONS

In line with time and globalization, Public Relations were now one of the most important
branches in the development of good reputation in an organization. This is because building a
positive image is a long-term desire by every organization. A positive image will help in building
a good image for an organization and instead a bad image will undermine the organization. In this
context, the creation of the desired image is not an attempt to build within a day but it takes a very
long time and sometimes takes years. In a business journey, you will encounter dreadful
situations like advertising gone wrong or unsatisfied customers lashing out on social media
about how bad your services is. In times like these, media connections can help you repair the
damage through a press release or similar means. Therefore, PDRM should responsible for
establishing friendly links with the public to keep the cooperation between the two sides running
smoothly as well as highlighting the image of the police as a friendly and considerate friend.
Having trusted connections in the media and community is not always about free marketing but
also reputation of PDRM management.

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8.0 REFERENCES

1. Sejarah Ringkas. (2016). Retrieved from http://rmp.gov.my/infor-korporate/polis-diraja-

malaysia/sejarah

2. Brief history of the Royal Malaysia Police. (2005). Retrieved from

https://www.thestar.com.my/news/nation/2005/05/17/brief-history-of-the-royal-malaysia-police/

3. Royal Malaysia Police. (2018). Retrieved from

https://en.wikipedia.org/wiki/Royal_Malaysia_Police

4. Abu Bakar, K. (2015). Perhubungan awam PDRM. Retrieved from

https://m.facebook.com/PolisDirajaMalaysia/photos/a.885406951469613.1073742554.161086313901684/9
22237361119905/?type=3&source=54

5. SITI ZUBAIDAH, M. (2018). Polis, masyarakat berpisah tiada. Retrieved from Polis, masyarakat berpisah
tiada http://www.sinarharian.com.my/wawancara/polis-masyarakat-berpisah-tiada-1.372596

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9.0 APPENDIXES

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