Media relations from the perspectiv of Malay muslim editors of media organization in Malaysia [Perhubungan media daripada perspektif editor Melayu islam pertubuhan media di Malaysia]

Media relations are important aspect in organizational communication strategy and it is critical for public relations practitioners to build an effective relationship with editors of media organizations. the objective of this paper is to discuss media relations practices focusing on the importance of these practices from the perspective of the malay muslim editors from media organizations in malaysia. in-depth interviews were conducted and the opinion of 10 malay muslim editors on media relations practices in malaysia were analyzed. findings analysis show that the malay muslim editors agree that the media communication practices or culture is very important in this country. suggestions for improvement are put forward by the editors of media organizations to public relations practitioners in order to help increase the effectiveness of media relations practices. the importance of media relations practices between public relations practitioners and editors of media organizations in the country is viewed positively by the malay muslim editors. they have given interesting views that could be a culture to public relations practitioner’s in malaysia. three important factors are suggested to help improve the effectiveness of media relations practices in the country,which include materials containing news value,experienced and professional public relations practitioners,as well as public relations units that are capable of building the image and position of their organizations. in conclusion,various views and suggestions were made by the malay muslim editors from media organizations that might be suitable as guidelines to public relations practitioner’s in the country. their views are meant to improve and enhance media relations practices to a greater level of excellence and professional. © 2016,universiti kebangsaan malaysia press. all rights reserved.