INDIVIDUAL ASSIGNMENT

CONTEMPORARY ISSUES IN PUBLIC RELATIONS (PRO 601)

FACULTY OF COMMUNICATION AND MEDIA STUDIES

BACHELOR OF MASS COMMUNICATION (HONS) PUBLIC RELATION

LECTURE NAME: DR. MOHAMAD HAFIFI BIN JAMRI

GROUP: MC242 5A

NAME STUDENT ID
MUHAMMAD AQEEL BIN MOHAMAD 2021352251
1. SPORT PUBLIC RELATIONS

Sports public relations (PR) is the term used to describe the strategic management of
communications between sporting organisations, teams, and athletes and their respective
audiences, which may include fans, the media, sponsors, and other stakeholders.

In other terms, sports public relations are the process of building and keeping good relationships
between sports organisations and their different audiences. This is done through social media, news
releases, interviews with the media, and other marketing and promotion activities. The goal is to
make the organisation or athlete look good, improve their reputation, and get the people to like and
support them.

Crisis management is another aspect of sports public relations. This means coming up with plans to
deal with problems like scandals, debates, or fights. By controlling the story, giving correct
information, and addressing any concerns or problems that may come up, sports public relations
pros work to control the situation.

Overall, sports public relations are an essential part of sports marketing. This is due to the fact that it
helps to establish and preserve the reputation and image of sports organisations, teams, and
athletes, and that it promotes the actions and successes of these individuals to the general public.
1.1 Article News for Sports Public Relations
1.2 Issue about Hanis Nadiah Onn with her racism comment.

It has been decided that Hanis Nadiah Onn, a player for the national women's hockey team, will not
be allowed to represent her country in any international competitions for an unspecified amount of
time. This was said as a response to her recent racist remark against the AR Rahman event, which
took place at the Bukit Jalil National Stadium in Kuala Lumpur on January 28, 2023. This suggests that
she will also be excluded from the women's team squad for the Southeast Asian Games 2023, which
will be held in Cambodia from May 5 to May 17, 2023, as well as for any other international
competition (Renushara 2023).

Hanis issued a public apology the day after it was brought to his attention, on January 29, the very
following day. She addressed the remarks in her apology, claiming that she was aware of how her
remark had affected a great number of people and that she has since taken steps to eradicate the
offensive message (Renushara 2023). Hanis Nadiah Onn was regret with her action had affected
these people and make people mad and disappointed with her.

As we can see, racist acts committed in the context of sports can have substantial repercussions not
only for the individual involved but also for the ministry of youth and sports Malaysia and Malaysia
hockey team. Racism is a form of prejudice that targets individuals based on their race or ethnicity,
and it has the potential to create an unfriendly and exclusive atmosphere in the world of athletics
(Bennet and King 2021).

Racism in sports can cause psychological suffering to the Malaysia hockey team, leading to
diminished self-esteem, motivation, and performance. When racism occurs in sports, it can cause
psychological harm to the individuals targeted. It is also possible for it to develop a toxic culture
inside a Malaysia hockey team, which can lower the spirit of the squad and cause divisions among
the players. Racism can discourage individuals from participating in sports, leading to a lack of
diversity and inclusivity within the sports community (Bennet and king 2021). Racism can also
discourage persons from participating in sports.

Additionally, racism in sports has the potential to affect the reputation and image of the ministry of
youth and sports Malaysia. It may result in unfavourable coverage in the media, reaction from the
general public, and a decline in support from fans and sponsors (Bennet and king 2021). This may, in
the long run, have a detrimental effect on the commercial viability of the sport as well as its capacity
to entice and keep outstanding athletes.

It is vital for sports organisations, teams, and individuals to adopt proactive actions to promote
diversity, equity, and inclusion in order to prevent the detrimental effects of racism in sports. This
includes creating rules and practises that promote inclusivity, teaching athletes and fans on the
negative impacts of racism, and taking fast action to address instances of racism when they occur
(Bennet and King 2021). Teaching players and spectators on the harmful effects of racism is also a
part of this.

Malaysia has also made a number of initiatives to address racism in sports, including the
implementation of anti-racism campaigns and the introduction of stiffer sanctions for those who are
found guilty of engaging in racist behaviour. However, there is still a lot of work to be done in order
to establish a sports culture in Malaysia that is more welcoming and respectful to its participants.

In conclusion, racism in sports has a negative impact not only on individual athletes but also on their
teams and on ministry as a whole. The problem of racism in sports has been going on for a very long
time in Malaysia, and it has resulted in fury and divisiveness. The detrimental effects of racist
behaviour can lower an athlete's confidence and motivation, which in turn can have an effect on
their performance while they are competing. In addition to this, it reinforces negative
preconceptions and encourages discrimination, which contributes further to the escalation of racial
and religious tensions throughout the country. Even if some progress has been made in the fight
against racism in sports, there is still a great deal of work to be done in Malaysia to develop a sports
culture that is more welcoming and supportive of all athletes. It is essential to maintain efforts to
raise awareness and take action in order to eradicate racism from sports and society as a whole.

1.3 Issue about mixing politics and sports in Malaysia.

Malaysia is a country characterised by its large and varied population as well as its robust culture of
athleticism. However, combining politics and sports in Malaysia can have a number of unintended
consequences, such as backlash, polarisation, the possibility of being punished, a distraction from
sports, and even an effect on international relations (Arasu 2020).

To begin, it is risky in Malaysia to combine politics with sports since it can invite backlash and
criticism. Athletes and sports organisations that mix politics with sports run the risk of receiving
unfavourable publicity and having their reputations damaged by fans, sponsors, and other members
of the public who may disagree with the athletes' and organisations' positions on various social and
political issues (Arasu 2020).

Second, in Malaysia, merging politics with sports can often result in polarisation and division among
fans as well as within sports organisations (Arasu 2020). This can result in animosity and conflicts
within the sports community, both of which are harmful to the morale of teams and to the allegiance
of fans.
Thirdly, there is the possibility that athletes and sports organisations in Malaysia could face penalties
or punishment if they combine politics and sports in any way. It is possible for governing bodies or
authorities to have rules or regulations that prohibit political statements or activities. Violating these
laws or regulations can result in penalties such as fines, suspensions, or even expulsion from the
sport or event.

When it comes to sports in Malaysia, merging politics and athletics might be a distraction from the
real event or competition (Arasu 2020). It is possible that spectators and the media will pay more
attention to the political concerns that are being discussed rather than the performance of the
players on the pitch or court (Alam 2022). This can take away from the enjoyment of the game and
lead to a decline in interest among fans.

The final point is that the merging of politics and sports in Malaysia can have an effect on the
international relations of the country (Arasu 2022). If the matter at hand is one that is contentious or
touchy, it has the potential to put strain on ties with other nations and could even lead to boycotts or
other diplomatic repercussions.

In conclusion, the mixing of politics and sports in Malaysia can have a negative impact not just on
athletes but also on sports organisations, spectators, and the nation as a whole. Even while
sportsmen and sports organisations have the right to express their political opinions, it is essential
for them to take into account the potential consequences of their actions and remarks before
bringing politics into the realm of sports. Although sportsmen and sports organisations have the
freedom to express their political opinions, they should also be mindful of the potential negative
impacts and work towards finding a balance between advocating for important topics and protecting
the integrity of the sport while also allowing fans to enjoy themselves.
2. EDUCATION PUBLIC RELATIONS

Education public relations is the practise of managing and building relationships between
educational institutions, like schools, colleges, and universities, and their stakeholders, like students,
parents, teachers, staff, graduates, donors, and the wider community.

The goal of education public relations is to make the organisation look good, improve its reputation,
and tell the public about its accomplishments, programmes, and services. To reach these goals,
professionals in education public relations use a wide range of communication tools and tactics, such
as media relations, social media, community outreach, events, publications, and communication
during a crisis. They try to build good relationships with stakeholders by giving them accurate and up-
to-date information, reacting to concerns and feedback, and making sure there are chances for
engagement and conversation.

Public relations professionals in education do more than just promote the school. They are also very
important when it comes to handling crises and dealing with problems. For example, if an
educational institution is involved in a scandal or controversy, the public relations team will work to
handle the

situation quickly and openly, giving accurate information and taking steps to limit any damage to the
institutions image.

In a nutshell, education public relations are an important part of any school’s total plan for
communication and marketing. It helps to build trust, support, and loyalty among stakeholders, bring
in new students and donors, and improve the image and visibility of the school as a whole.
2.1 Articles News for Education Public Relations
2.2 Issue of the increase unemployment graduates.

In Malaysia, there is a big problem with high rates of unemployment among recent college and
university graduates, and this issue has persisted for a number of years. There has been an alarming
rise in the rate of unemployment among recent graduates in Malaysia, which is a reason for concern
not only for the government but also for companies and the graduates themselves.

Malaysia colleges and universities that was afflicted by this kind of issues. To begin, graduates who
are unable to find work are more likely to experience financial strain. Young adults who have recently
graduated from college but are unable to find work may find it difficult to repay their student debts
and cover their day-to-day costs (The star online 2021). This can result in higher levels of debt, as
well as poverty and a decline in standards of living. Graduates who originate from homes with
modest incomes may find the burden of financial responsibility particularly difficult to bear.

Second, graduates who are unable to find work often find that their careers stall out as a result.
Those who have just graduated but have not been able to find work could find themselves stuck in
entry-level roles or unable to locate jobs that are a good fit for their desired career path (The star
online 2021). They will have a more difficult time finding work the longer they are unemployed, and
it is possible that they will end up taking employment that are not commensurate with their level of
education or professional experience.

Thirdly, graduate unemployment might contribute to a loss of intellectual capital. People who have
recently graduated but are unable to find work that suits them in Malaysia could decide to look for
work in another country (The star online 2021). This results in a reduction in the number of skilled
workers available in the country and puts a strain on its human resources. In addition to this, the loss
of a country's intellectual capital can have adverse repercussions on the development and expansion
of the economy over the long run.

Fourthly, the high rate of unemployment among recent college and university graduates can
contribute to societal issues. Those who have completed their education but are unable to find work
may experience feelings of despondency and frustration (Kumar 2021). This can result in increased
rates of criminal activity, problems with mental health, and poverty. The social problems that are
produced by high unemployment rates among recent college graduates can have detrimental effects
not just on individuals and families but also on society as a whole.
Fifthly, a decline in production may result from unemployment among recent college and university
graduates. Those newly minted graduates who are unable to find work do not contribute to the
economy in the way that they should, which is by paying taxes and spending money (Kumar 2021). In
the long run, this could result in a slower expansion of the economy and less prospects for
employment.

Last but not least, unemployment rates among recent college and university graduates might lead to
a skills gap that exists between recent graduates and the requirements of the job market. The labour
market is changing at a breakneck pace, and businesses are searching for recent graduates who
possess certain talents that are applicable to their field. Graduates who are lacking in these talents
may have a difficult time finding employment after graduation (Kumar 2021). This might result in
graduates taking positions that do not match their level of experience or qualifications, which can
lead to underemployment.

The government of Malaysia has undertaken a number of efforts in order to mitigate the effects of
graduate unemployment. Among these are initiatives like the 1Malaysia Training Scheme, which offer
unemployed college and university graduates the opportunity to gain training and experience in the
workplace. In addition, educational institutions have begun to place a greater emphasis on the
development of students' practical skills and experience through the use of internships and other
forms of industry partnership. In addition, the government has been making efforts to entice foreign
investment in order to generate employment prospects for recent college graduates (The star online
2021).

In conclusion, graduate unemployment has substantial repercussions not only for individuals but also
for society and the economy as a whole. It can result in financial hardship, career stagnation, the loss
of brainpower, social issues, lower productivity, and a mismatch between a person’s skills and the
requirements of the work. In order to find a solution to this problem, there needs to be a concerted
effort on the part of all parties involved, including the government, employers, and the graduates
themselves. Even while the initiatives taken by the government and the efforts made by educational
institutions are steps in the right direction, there is still a great deal of work to be done in order to
solve the problem of high unemployment among recent graduates in Malaysia.
2.3 Issue for the rising students cost living.

Students in Malaysia, particularly those who hail from families with low incomes, are feeling the
effects of Malaysia's rising cost of living in a substantial way. The rising costs of education, lodging,
transport, and other day-to-day expenses can have a variety of unintended and potentially
detrimental effects on students.

Financial anxiety is one of the most significant effects that students are experiencing as a direct result
of the growing cost of living. Students who have trouble meeting their financial obligations may be
forced to take up part-time employment, which can distract them from their studies and have a poor
impact on their overall academic performance (Asyraf 2022). They may also be forced to take out
loans or rely on the financial support of their family, all of which can lead to increasing debt and a
greater load on their finances.

The ever-increasing expense of living can have a negative impact not just on students' emotional but
also their physical health. The anxiety, despair, and other mental health problems that can result
from financial stress are numerous (Asyraf 2022). In order to conserve money, students may be
forced to make sacrifices with regard to their diets and health care, which may result in a
deterioration of their physical condition.

In addition to this, the rising cost of living might lead to disparities in educational opportunities.
Students who originate from households with lower incomes might not have the same access to
educational resources and opportunities as their counterparts who come from families with higher
incomes (Asyraf 2022). These might include things like academic programmes, textbooks, and
extracurricular activities.

The rising expense of living can have a negative impact, as well, on the social life of students.
Because of financial constraints, students may be forced to reduce their participation in social
activities and events, which can result in feelings of isolation and loneliness (Asyraf 2022). This may
have a negative impact on their general well-being as well as their mental health.

Additionally, there is a possibility that the increased expense of living will have an effect on the
standard of education that students get. The quality of education that students receive may suffer as
a result of higher education institutions being forced to make reductions in the number of resources
and services they provide as a result of budget constraints.
In summary, the ever-increasing expense of living in Malaysia has a substantial influence on the
country's student population. Students could potentially experience a variety of unfavourable
outcomes, including emotional and physical health problems, financial strain, educational disparity,
and a reduction in the overall quality of their educational experience. To find a solution to this
problem, the government should place a high priority on enacting laws that encourage education
that is available at an accessible cost and that offer financial assistance to students who come from
families with poor incomes. In addition, educational institutions should make an effort to make
resources and opportunities available to all students, regardless of the students' family income
levels.
3. HOSPITALITY PUBLIC RELATIONS

Hospitality public relations is a branch of public relations that focuses on how companies in the
hospitality industry handle their communication and reputation. This field is made up of businesses
like hotels, restaurants, resorts, travel agencies, and others that offer places to stay. Visitors and
tourists with food and other services. The main goal of hospitality public relations is to build and
keep a good image of the business and its services, to interact with customers and other important
people, and to help the business reach its overall goals.

Hospitality public relations are also important when it comes to managing social media. This means
coming up with and putting into action social media strategies that fit the business's target group and
business goals. Social media can be used to interact with customers, tell them about the business's
services and perks, and promote events and special deals.

Another important part of hotel public relations is planning events. This means coming up with and
putting on events that promote the business's services and amenities, get customers and other
important people involved, and improve the organization's image. Events can be things like the
release of a new product, a news conference, a trade show, or a party to thank customers.

In conclusion, hospitality public relations are a branch of public relations that focuses on how
companies in the hospitality industry handle their communication and reputation. It includes things
like working with the media, making content, managing social media, planning events, and getting
involved in the community. All of these things are done to build and keep a good picture of the
business and its services. Public relations in the hospitality industry need a deep understanding of
the business, good communication skills, creativity, and strategic thought.
3.1 Articles News for Hospitality Public Relations
3.2 Issue on hotel industry in Malaysia while pandemic Covid-19 happen.

The pandemic has had a substantial impact on the hotel business in Malaysia. As a result of the
epidemic, many hotels have been forced to temporarily close their doors, and those that are still
operating have seen a considerable drop in revenue as a result of decreased demand and occupancy.
The Malaysian Association of Hotels has provided information regarding the hotels in Malaysia.

Has an average occupancy rate of barely 32.4% in the year 2020, which was a reduction of more than
50% compared to the year before. The drop in occupancy rates has been principally caused by a
substantial reduction in tourism demand both internationally and domestically, which has been the
result of travel restrictions and lockdown measures implemented by the Malaysian government to
prevent the spread of the virus. In 2020, there were only 4.3 million international visitors to
Malaysia, compared to 15.8 million in 2019. This represents a decrease in international tourist
arrivals of 73% compared to the previous year (Mahalingam 2020).

The hotel business in Malaysia has suffered huge financial losses as a result of the decrease in the
number of tourists visiting the country. The Malaysian Association of Hotels estimates that the
hospitality sector suffered a revenue loss of RM5.5 billion in 2020 as a result of more than 500 hotels
being forced to temporarily close their doors and more than 100,000 hotel employees being
terminated or placed on unpaid leave (Mahalingam 2020).

The hotels that are still operating have been forced to implement severe health and safety
procedures in order to prevent the spread of the virus, which has resulted in an increase in operating
costs (Zubair and Shamsudin 2021). In order to comply with the new laws, these actions include the
purchase of personal protective equipment, the installation of new sanitization protocols, and staff
training.

During this difficult period, the government of Malaysia has taken a number of steps, including the
implementation of salary subsidies, tax exemptions, and financial assistance programmes, in order to
lend support to the hotel business (Zubair and Shamsudin 2021). Despite this, a great number of
hotels continue to have a difficult time making ends meet, particularly those that rely significantly on
visitors from other countries.
As a result of the ongoing development of the pandemic, the hospitality sector in Malaysia is facing
an uncertain future. A great number of hotels are investigating innovative business models, such as
providing work-from-hotel packages, applying new technology to improve the overall experience of
their guests, and modifying their facilities in order to serve as quarantine areas. On the other hand,
the industry as a whole will certainly continue to feel the effects of the epidemic for many years to
come, particularly if travel restrictions continue to have an effect on the demand for tourism (Zubair
and Shamsudin 2021).

In conclusion, the COVID-19 pandemic has had a substantial influence on the hotel business in
Malaysia. As a result of the pandemic, tourism demand and occupancy rates have decreased, which
has resulted in considerable financial losses and temporary closures of hotels. As a result of the
epidemic, hotels have been compelled to implement new health and safety procedures, which has
led to an increase in operating expenses and a decrease in revenue. Many hotels continue to struggle
financially, particularly those that rely significantly on guests from other countries, despite the
attempts of the government to provide support through a variety of ways. As the pandemic
continues, hotels in Malaysia are investigating innovative business models and technologies in order
to adjust to the shifting environment and maintain their profitability. However, it is still unclear what
the long-term effects of the epidemic will be on the business, and it is possible that recovery could
take several years.

3.3 Worker shortage issue in Malaysia tourist sector.

The significant worker shortage in the tourist sector of Malaysia economy has had a substantial and
detrimental effect on the sector as a whole. One of the most obvious adverse effects is a decline in
the level of service that local companies are able to offer to vacationers and other customers.
Because there is a shortage of personnel, companies have been forced to cut back on their offerings.

reduce the number of available operation hours or even temporarily close the business. As a
consequence of this, the quality of the services that are offered has decreased, which has the
potential to have a detrimental effect on the industry's reputation. It is possible that tourists would
decide to travel to other countries or locations instead (San 2023). This situation will result in a large
loss of revenue for the tourism business in the country in question.

Because there is a shortage of workers, it has become more difficult for firms to implement new
health and safety measures that are necessary to stop the spread of diseases. It is also because there
are fewer workers available, businesses have had to rely on their existing workforce to undertake
additional responsibilities, such as sanitization and temperature checks (Yusry 2022). This has
resulted in an increased workload for existing workers, which has made it difficult to maintain quality
services.

Other than that, the worker shortage has resulted in a decrease in the number of tourists visiting
Malaysia, which has a negative impact on the overall revenue generated by the business (San 2023).
The fall in revenues and competitiveness may result in the loss of jobs, a slowdown in investment
within the industry, and a slowdown in overall economic growth. The tourist industry is a key
contributor to the economy of Malaysia nevertheless, the shortage of workers has had a detrimental
effect on the industry overall contribution to the economy.

In addition to having a detrimental effect on the economy and the quality of the services that are
offered, the worker shortage has also made the tourist industry in Malaysia less competitive when
compared to that of other locations. This is in addition to the fact that the tourism industry in
Malaysia is already experiencing a decline in its competitiveness (Yusry 2022). As a result of there
being fewer workers available, businesses in Malaysia might not be able to give the same level of
service and quality as their competitors, which would make Malaysia a less appealing place to visit
for tourists.

In conclusion, the Malaysian tourism industry reputation, revenue, competitiveness, and total
contribution to the economy have all been significantly negatively impacted by the worker shortage.
It is necessary for the government and the industry's stakeholders to work together to establish ways
to address this difficulty and recruit more workers to the sector. This may include providing training
programmes to develop the necessary skills for the sector as well as giving financial incentives for
individuals to join the industry.
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Arasu, S. T. (2020, February 2). Mixing politics with sports is wrong. On the Sport. Be Part of It; Go
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Bennett, M., & King, C. (2021). Taking the knee, mental health, and racism in sport. The Lancet.
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