Mohd Yahya Mohamed Ariffin2024-05-282024-05-2820021511-2284https://jpmm.um.edu.my/index.php/JPMM/article/view/32818https://oarep.usim.edu.my/handle/123456789/6381Non-Indexed PublicationAll successful organisations need to establish a good rapport with the media. Public relations practitioners must develop and enhance their relationship with the people in the media. This article explicates the specific roles and duties of public relations practitioners in developing and enhancing this liaison.msPublic relations, Malaysia, Mediatext::journal::journal article10912141