Paper #5

Conceptualizing the Management of Online Public Relations among Public Relations Practitioners

Rasha Adel Alyaqoub, Nik Adzrieman Bin Abdul Rahman and Mohd Zuwairi Mat Saad

Abstract: Modern technology has become a very researched area in PR. Nevertheless, the literature examining online PR still in its early levels. Internet has become essential and has initiate to revolutionize the PR industry. Despite the study of technology and its effect on PR, online PR remains a non-standardized concept used as the varied studies often rely on the specific conceptualization of the practitioners and his experience in this field. This paper intends to show the conceptualization of online public relations among public relation practitioners and illation the factors that led to the understanding or lack of understanding among the practitioners. The paper follows conventional structure to elaborate on the topic for future scholars through proving a critical insight. The paper offers insight o the management of online public relations among the public practitioners with a detailed review of prominent literature to encourage future scholars for empirical attention.

Keywords: Conceptualization; Online PR; PR practitioners; Management; Online media.