Understanding of the Establishment and Importance of Public Relations Department in Macao: Perspectives from Governmental Officials

Abstract

In regard to the public relations practice with government agencies and departments, the main function of public relations consists of disseminating information. In particular, government departments often promote policies of the current administration and seek support from local residents. However, most leadership strongly believedthat public relations mainly concern about gaming and hospitality industry which leading to a misunderstanding between the real responsibilities of public relations practitioners. The purpose of this research study is to understand the developments of governmental public relations tasks from the perspective of public relations professional at the governmental environment. The outcomes of this study indicated three directions: 1) The establishment of public relations division under the current government leadership; 2) The socioeconomic development of Macao and the new demand of professionals; and 3) potential challenges and limitations for government agencies in public relations. The result of this research indicated that public relations industry in Macao has a bright future, because of the fast growing on both society and economy conditions. The result may provide recommendations for governmental agencies and NGOs administrators to manage their manpower and public relations professionals into an appropriate level.