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Attempt to solving situational problem of alumni employability

Hashim, Norliana and Chang, Peng Kee and Abd Rahman, Mat Pauzi (2014) Attempt to solving situational problem of alumni employability. Procedia - Social and Behavioral Sciences, 155. pp. 380-385. ISSN 1877-0428

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The situational theory of publics (STP), one of the most popular public relations theories, provides a mechanism for the identification of publics and their communication behaviors.The situational theory of problem solving (STOPS), an extension of the STP, is a more general theory of communication that looks at antecedents of individuals’ communication and information behaviors in the process of problem solving.This conceptual paper reviews the application of STOPS to see the relevance of this theory in the context of organization (university) and publics (alumni) in solving the problem of employability. This study explores the essence and practice of public relations practitioners in The National University of Malaysia (UKM) in enhancing the reputation of the organization.

Item Type: Article
Additional Information: International Conference on Communication and Media 2014 (i-COME’14), Organised by School of Multimedia Technology and Communication, UUM, 18 - 20 October, 2014, Holiday Villa Beach Hotel and Resort, Langkawi, Malaysia.
Uncontrolled Keywords: Information acquisition; selection & transmission; problem recognition; involvement recognition; constraint recognition
Subjects: P Language and Literature > PL Languages and literatures of Eastern Asia, Africa, Oceania
Divisions: School of Multimedia Technology & Communication
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 20 Jan 2015 02:47
Last Modified: 17 May 2016 07:06

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