Enhancing Organizational Communication: An Empirical Analysis Of Pr Practitioners' Interpersonal Skills, Ethical Climate, And Social Media Involvement
Abstract
In the fast-paced business landscape of today, public relations (PR) are essential for fostering effective two-way communication between organizations and their stakeholders. This study explores how PR contributes to strengthening organizational communication, offering insights that support more effective communication strategies and reputation-building efforts. The study is grounded in both the Two-Way Symmetric Communication Model and the Excellence Theory, which collectively emphasize the importance of balanced and ethical communication between PR practitioners and diverse audiences. The Two-Way Symmetric Communication Model emphasizes the importance of mutual dialogue and feedback between organizations and their stakeholders, a concept further strengthened by the Excellence Theory, which frames PR as a strategic management function aimed at cultivating long-term, trust-based relationships. Together, these theories provide a comprehensive framework for understanding how PR can enhance organizational communication, improve reputation management, and foster positive relationships with key stakeholders. A conceptual framework is employed, focusing on three critical elements that shape the role of PR practitioners: interpersonal skills, ethical climate, and social media involvement. As a strategic management function, PR contributes to building and maintaining a positive reputation, enhancing brand visibility, and fostering trust with key stakeholders, including customers, investors, and the public. Data were collected from 270 respondents at the Institute of Public Relations Malaysia (IPRM) using a questionnaire, employing a quantitative research approach. Descriptive statistics and correlation analysis were used to examine the relationships between the independent variables (interpersonal skills, ethical climate, and social media involvement) and the dependent variable (the role of PR practitioners in organizations). The findings offer valuable insights into how these factors influence the effectiveness of PR strategies in organizational communication.
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Publication Date
01 September 2026
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European Publisher
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1st Edition
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1-1
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Accounting and Finance, Business and Management, Communication, Law and Governance
Cite this article as:
Abdul Hamid*, A. S., & Wan Affandi, W. N. H. (2026). Enhancing Organizational Communication: An Empirical Analysis Of Pr Practitioners' Interpersonal Skills, Ethical Climate, And Social Media Involvement. In Y. Naoyuki, A. Peng Hwa, & J. Matthes (Eds.), GLY-Upcoming Volume: Innovating Together: The Convergence of Management, Communication, and The Digital Transformation, vol -. European Proceedings of Social and Behavioural Sciences (pp. 130-147). European Publisher. https://doi.org/10.15405/epsbs.2026.09.9