Malaysia these three races can be track

Malaysia
is a Southeastern Asian country that is multiracial, with different ethnic
groups living in the country to perform different culture (worldatlas.com 2017).
The races are generally separated to three different main ethnic groups, namely
Malays, Chinese and Indians (Rozita 2007). Each of them plays an important role
to the society as each of them is taking a big scale of ration within the
Malaysia population. Not like the other minor ethnic group, these three races
can be track in every living area in Malaysia. In the Malaysian context, these
three major ethnic groups are special and often portrayed a multicultural
society even though Malaysia is not the only country that has multiple races. Therefore,
we can define multiculturalism is
a situation in which all the different cultural or racial groups in a society
have equal rights and opportunities, and none is ignored or regarded as
unimportant (Collins 2017). Over
the years, models of multiculturalism have been ignored. However, they are now
acknowledged as essential to good public relations practices in Malaysia. PR practitioners who wish to build positive
and strong relationships in our country need to be aware of increasing
diversities and to deal with them effectively. One of the principal tasks of
public relations practitioners consists in reflecting the complexity of the
environment and understanding the different attitudes, values and expectations
of its interlocutors, possibly through a one-with-one dialogue (Silvia
Ravazzani 2006, 11). Different values and way of lifestyle is being passed down
from one generation to another generation. This means that different ethnic
group has their own style of communication and belief that supporting their
daily life and activities. In this type of nation background, the way that
Public Relations in Malaysia carry out their role is very different compare
with the countries that has a lesser ethnic group. Hence, we have to determine
language impacts on PR practitioners and to find out the role of cultural
sensitivity skills on PR practice.

 

In
today’s era, multilingualism has become more than just ‘important’. Knowing a multi-
language other than native language has evolved to be extremely beneficial for
the PR practitioners in Malaysia. Whether viewed from the financial or social
aspect, being able to communicate in a multi- language helps to make ‘real’
connection with people and provides a better understanding of the languages. It means that
learning multi- language can open up employment
opportunities. Most
companies nowadays, looking for candidates with multi- language skills. Multi-languages
will help encourage staff performance, improve customer services, and to become
a successful PR practitioners. Another
reason should learn a multi-language is that the knowledge of a multi- language
enhances cognitive and analytical abilities. Learning a foreign language is
tough and involves a lot of mental exercise. On the individual level, it
improves personality and increases sense of self-worth. People associated with
social services like PR practitioners need to work with diverse groups from different
ethnic group in Malaysia must ability to speak in a multi-language enables them
to communicate and serve people better (Paul 2016).

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The
idea behind cultural sensitivity is very straightforward. Cultural sensitivity
refers to a set of skills that allows people to learn about and understand
people whose cultural background is not the same. Most countries have
multicultural issues. Understanding cultural sensitivity is quite important. Therefore,
there is a need for PR practitioners to understand the religions such as Islam,
Christianity and Hinduism that are practiced in Malaysia. For example, when
Malaysia launched Proton Iswara that is a Hindu term, ‘iswara’ also means
butterfly. It has a great value for Malaysian people. Another example is Proton
Saga (the first edition), saga is a type of fruit which is red and bright in
Malaysia. But came to Europe, it cannot use Proton Saga because Saga has a bad
connotation for European cultures. Then, it changed the name to Proton Persona
as Persona is about personality or impression. From the example above, it is PR
responsibility to do research and consult the matter (Jawad S. & Mustafa F.
2010).

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