Abstract
The situational theory of publics (STP), one of the most popular public relations theories, provides a mechanism for the identification of publics and their communication behaviors. The situational theory of problem solving (STOPS), an extension of the STP, is a more general theory of communication that looks at antecedents of individuals’ communication and information behaviors in the process of problem solving. This conceptual paper reviews the application of STOPS to see the relevance of this theory in the context of organization (university) and publics (alumni) in solving the problem of employability. This study explores the essence and practice of public relations practitioners in The National University of Malaysia (UKM) in enhancing the reputation of the organization.
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