PR roles in creating awareness of babies abandonment cases in Malaysia

Determining Public Relations Roles in Creating Awareness of

Babies’ Abandonment Cases in Malaysia

By

Tong Tiong Vee

A Dissertation submitted to the

Faculty of Communication, Multimedia & Broadcasting

in partial fulfillment of the requirements for the degree of

Bachelor of Professional Communication with Honors

Limkokwing University of Creative Technology

November 2010

Abstract

The increasing of babies’ abandonment cases every year in Malaysia has grabbed the government

and public attention. The government and NGOs have pushed out few strategies such as setting up

of a baby hatch by OrphanCARE and run a laboratory research on babies’ abandonment issues to

tackle these cases and to reduce the deadness of abandoned infants since the past few years.

However, there have no signs that show that those strategies are working.

Public Relations (PR), on the other hand, are commonly known as skilled publicists who are able

to deliver messages effectively to the public. They mostly play an important role in building brand

awareness for an organization to achieve its goals.

Hence, this research is to gain an understanding of how PR professionals could contribute

themselves together with the government in creating awareness of babies’ abandonment cases in

Malaysia. At the same time, to figure out what are the most effective PR tools to be used and

public perception on the reasons that cause babies’ abandonment cases in Malaysia.

Table of Contents

Declaration……………………………………………………………………………...……..I

Abstract…………...………………………………………………………………………….II

Acknowledgement………………………..…………………………………………………III

Table of Contents……………………..…………………………………………………….IV

List of Table and Figures……………………………………….…………………………VII

List of Abbreviations…………………………………..………………………………….VIII

Chapter 1

1.0 Introduction………………………………………………………………………..1

1.1 Research Problem………………………………………………………………….2

1.2 Research Goals…………………………………………………………………….3

1.3 Research Objectives……………………………………………………………….4

1.4 Theories……………………………………………………………………………4

1.5 Literature Review………………………………………………………………….5

1.6 Hypothetical Statements………………………………………………………….10

1.6.1 It’s an urge for government to employ Public Relations

experts……………………………………………………………..…10

1.6.2 Public Relations should act as a problem solver in creating awareness of

babies’ abandonment cases in Malaysia…………………………..10

1.6.3 Public Relations tools are important for PR experts in creating awareness of

babies’ abandonment cases in Malaysia……………….11

1.6.4 There is lack of sex education for teenagers…………………………11

1.6.5 The public doesn’t really aware of the seriousness of babies’ abandonment

cases in Malaysia……………………………………...12

1.7 Methodology……………………………………………………………………..12

1.7.1 Research Method……………………………………………………..13

1.7.2 Research Sample……………………………………………………..13

1.7.3 Sampling Method…………………………………………………….14

1.7.4 Data Collection……………………………………………………….14

1.7.5 Data Analysis………………………………………………………...14

1.8 Research Scope…………………………………………………………………..14

1.9 Research Implication……………………………………………………………..15

1.10 Operational Implication…………………………………………………………15

Chapter 2

2.0 Introduction………………………………………………………………………17

2.1 Respondents Background………………………………………………………...18

2.2 Research Findings………………………………………………………………..20

2.2.1 It’s an urge for government to employ Public Relations experts………20

2.2.2 Public Relations should act as a problem solver in creating awareness of

babies’ abandonment cases in Malaysia……………………………………...23

2.2.3 Public Relations tools are important for PR experts in creating awareness of

babies’ abandonment cases in Malaysia…………………………………..24

2.2.4 There is lack of sex education to teenagers……………………….……28

2.2.5 The public doesn’t really aware of the seriousness of babies’ abandonment

cases in Malaysia……………………………………………...31

2.3 Other Findings……………………………………………………………………32

2.3.1 Public Relations (PR) still not famous enough in Malaysia……………32

2.4 Conclusion………………………………………………………………………..34

Chapter 3

3.0 Introduction………………………………………………………………………35

3.1 Discussion and Implication………………………………………………………36

3.1.1 Research Objective 1: To figure out the reasons that cause babies’

abandonment cases in Malaysia……………………………………………...36

3.1.2 Research Objective 2: To determine how PR professionals can contribute

themselves in creating awareness of babies’ abandonment cases in

Malaysia……………………………………………………………………...38

3.1.3 Research Objective 3: To justify what are the most effective PR tools that can

help in building awareness of babies’ abandonment cases in

Malaysia……………………………………………………………………...40

3.1.4 Research Objective 4: To prevent happening of babies’ abandonment cases in

Malaysia……………………………………………………………..41

3.1.5 Other finding: Public Relations (PR) still not famous enough in

Malaysia……………………………………………………………………...43

3.2 Achieving Research Goals……………………………………………………….43

3.3 Limitations of Research / Research Problems……………………………………44

3.4 Future Research and Recommendations…………………………………………45

3.5 Conclusion………………………………………………………………………..46

References…………………………………………………………………………………...47

Appendix…………………………………………………………………………………….52

List of Tables and Figures

Table 1.0.1 Statistic of Baby Abandonment among Teenagers in Malaysia from 2005 to

2010……..1

Table 2.1.1 Respondents’ Gender……………………………………………………………18

Table 2.1.2 Respondents’ Age……………………………………………………………….18

Table 2.1.3 Respondents’ Occupation……………………………………………………….19

Table 2.1.4 Respondents’ Education Level…………………………………………………..20

Table 2.2.1.1 Statistics of Question 10……………………………………………………….21

Table 2.2.1.2 Reasons for government to employ PR professionals…………………21

Table 2.2.1.3 Reasons for government not to employ PR professionals……………..22

Table 2.2.2.1 Statistics of Question 3………………………………………………………...23

Table 2.2.2.2 Other Respondents’ Opinion…………………………………………..24


Table 2.2.3.2 Reasons of PR tools are important for a PR professional……………..25

Table 2.2.3.3 Reasons of PR tools are not important for a PR professional…………26



Figure 2.2.4.1 Statistics of Question 9……………………………………………………….28

Table 2.2.4.1 Other reasons for a mother to abandon a newborn…………………….29

Figure 2.2.4.2 Statistics of Question 11……………………………………………………...30

Table 2.2.4.2 Other effective ways for PR to build awareness………………………30

Figure 2.2.5.1 Statistics of Question 7……………………………………………………….31

Table 2.3.1.1 Statistics of Question 1………………………………………………………..32

Table 2.3.1.2 Definitions of PR by respondents……………………………………..32

List of Abbreviations

PR Public Relations

NGO Non-governmental Organization

UPM University Putra Malaysia

OSA Optical Society of America

SPM Sijil Pelajaran Malaysia

HKL Hospital Kuala Lumpur

BN Barisan National

RRAAM Reproductive Rights Advocacy Alliance Malaysia

HIV Human immunodeficiency virus

AIDS Acquired Immune Deficiency

Chapter 1

INTRODUCTION

1.0 Introduction

An earlier definition of Public Relations (PR) by The first World Assembly of Public Relations

Associations, held in Mexico City in August 1978 was "the art and social science of analyzing

trends, predicting their consequences, counselling organizational leaders, and implementing

planned programs of action, which will serve both the organization and the public interest (PRII,

2010)." As PR is commonly known as skilled publicists, PR is able to present information to the

public as well as world in the best light. They play an important role in building awareness on

particular information among the public for an organization includes government. They also help

an organization to achieve its goals and manage its crisis.

Table 1.0.1: Statistic of Baby Abandonment among Teenagers in Malaysia from 2005 to 2010

No State Total (case)1 Selangor 1052 Johor 833 Sabah 654 Sarawak 345 Negeri Sembilan 246 Pulau Pinang 227 Perak 198 Pahang 17

Total 407(Source: bius2010, 2010)

According to statistic from Malaysia’s NGOs reveal there were 228 abandoned baby cases

nationwide between 2004 and 2006. The Malaysia’s Social Welfare Department recovered 315

abandoned babies between 2001 and 2004 and police statistics shown an average of 100 cases

annually. As stated in Table 1.0.1 above, Women, Family and Community Development Ministry

revealed that cases of abandoned babies among teenagers in Malaysia numbered 407 over the past

five years from 2005 to 2010. These figures do not include abandoned babies who died when

being or after discovered (Syed Zahar, 2010).

The babies’ abandonment attitude might cause death of an innocent baby or contempt of others

when the baby grows up. Effects and harms for the baby’s health and psychological should be put

in the consideration too. Furthermore, the grave consequences brought by babies’ abandonments

are not only to the babies but also to the society itself.

As stated in the statistics infant mortality by irresponsible person in 2 years ago disclosed that this

negative behaviour: throwing a newborn baby into the trash had been mimic by other which

increased 135 cases from 2008 to 2009 (Hussain, 2010). This shown that baby’ abandonment

cases had created an adverse impact to the society. Therefore, researcher believes that it’s an urge

for the government to employ PR professionals to build awareness in babies’ abandonment cases

to the Malaysia’s public.

1.1 Research Problem

Malaysian media reported that Malaysia is facing growing problems of babies’ abandonment

cases. There are 65 infants found so far in 2010, and many of them had dead which make the

government worried that it will exceed the average of 100 per year. Some people blame internet

pornography, bad parenting, and an over-exposure to western culture for the increase in unwanted

babies. Some say the fact that having a child out of wedlock is seen as deeply shameful drives

many desperate women to abandon their babies (Lynn Curwin, 2010).

Hence, researcher is interested in the major factors that compel those irresponsible parents to

abandon their baby. Are they influenced by the media or society? Are they just lack of

information for single mother? Are sex education for teenagers had been overlooked? And etc. At

the same time, Public Relations who have known as an important expert in delivering messages

lead researcher really wants to know how they could contribute themselves in this issue together

with the government. What are the roles they can play in achieving essential public’s awareness

for these fatal babies’ abandonment cases? And of course what are the persuasive PR tools or

methods that can be used to educate the public?

Researcher believes that by solving out the questions above, we will know where is the problem

exist and how to annihilate it. This will definitely be much easier to reduce the abandoned babies’

cases than without knowing the main reason which cause this issue to happen. Furthermore, it will

bring good image and reputation to the country by annihilating babies’ abandonment cases. It

shows that our citizens are morality and educated well in every perspectives.

1.2 Research Goals

By the end of this study, researcher wants to know from the public as how Public Relations experts

could contribute themselves in creating awareness in the case of babies’ abandonment cases in

Malaysia for the government due to researcher believes that by creating awareness from the public

helps prevent happening of babies’ abandonment cases.

Furthermore, researcher aspires to justify public opinions in what are the most effective PR tools

that could be used by the PR experts in building awareness in the case of babies’ abandonment in

Malaysia after figure out what are the main reasons that cause babies’ abandonment cases to

happen.

1.3 Research Objectives

In order to achieve the ultimate goals, researcher has broken the study to the following objectives:

To figure out the reasons that cause babies’ abandonment cases in Malaysia

To determine how PR professionals can contribute themselves in creating awareness of

babies’ abandonment cases in Malaysia

To justify what are the most effective PR tools that can help in building awareness of

babies’ abandonment cases in Malaysia

To prevent happening of babies’ abandonment cases in Malaysia

1.4 Theories

There are four basic elements of communication for Public Relations which are sender, message,

medium and receiver. PR, the sender should determine who the message aimed to and affected to

before PR choose tools to convey the message. PR is more focus on creating awareness and

building interest of public to an issue.

One of the PR theories is framing. ‘Framing’ is the shaping of views and discussions through

selective choice of facts, themes and words (Brett Atwood, 2007). PR has a huge influence in

verifying how to discuss a topic via media to the public. For example, PR could send the

disadvantages of babies’ abandonment cases and educate the public on how to prevent the cases

happen.

Persuasion is main goal for a PR professional. It is much easier if the audience be aware of the

topic and willing to accept it however it will be more difficult if the audience has less interested in

the issue (Brett Atwood, 2007). Therefore, M-O-A model which stands for motivation, ability and

opportunity can be used to entice the inactive audience into the topic.

In the babies’ abandonment cases, PR could motivate the audience by choosing unique style for

the message in order to build the public awareness about these cases. The message should be as

simple as it can to enable the public understand well or it must be related to what the public

already know. Then, look for an effective and interesting way to convey the message so that it is

attractive to the public.

1.5 Literature Review

Researcher had looked for many Public Relations roles study which had done by older generations

before starting this study. From those researcher reports, researcher found out that one of the most

common roles that play by Public Relations is building relationships or interests. A joint research

done by Dr. Zulhamri Abdullah from UPM and Terry Threadgold from Cardiff University of

United Kingdom has pointed out that:

The role of PR practitioners has changed from handling publicity in the production line to

being involved in policy making in the dominant coalition within an organization. These

changing trends need to be understood by PR practitioners and academics. Thus, the

changing role of public relations has become important to build a favourable relationship

between an organization and its public.

This definition comes close to describe Public Relations are playing an important role in building

relationship between an organization and its stakeholders. An organization may succeed in its

planning if its stakeholders are aware of or interested in. Cutlip, Center, & Broom (1994) also

claimed that Public Relations is “the management function that establishes and maintains mutually

beneficial relationships between an organization and the public on whom its success or failure

depends.”

In discussing the roles of Public Relations, James L. Horton (2003) argued that there are three

roles of PR which are lead, follow, and get out of the way. One can use public relations to lead

opinion when there is power over media that transmit messages to target audiences while message

effectiveness is based on the central control element in Public Relations to the target audiences. If

a target audience is unalterably opposed to a message, distribution power and message strength are

useless (James L. Horton, 2003). This probably explained that Public Relationship could manage

the message before passing to the audience through the media in order to lead them to follow what

had been conveyed.

However, Sharon Sim-Krause (2010) affirmed that there are five roles of Public Relations which

are brand builders, message developers, lead generators, communications commandos and increase

valuations. She pointed out that:

Public relations plays a critical role in shaping messages for the right audiences, and

helping you tweak your messages to resonate with those who have the power to influence.

Public relations pros, through our skills and methodologies, help build companies’

reputations day after day, year after year.

This nearly explains that Public Relations will help to design and shape the messages before they

send out the messages to the target audience. They hope that the messages they transmitted could

influence the audience while building the companies’ reputation. This helps to maintain

relationship between companies and public too.

Moreover, researcher had read a news story posted by Pauline Almeida (2010) which its title

“Increasing awareness on child abuse and abandoned babies through notice and ads” on the Malay

Mail official webpage. In the news mentioned that the Ministry of Women, Family and

Community Development calls for more public notices and community advertisements to be

placed on air to create awareness on the need to protect the wellbeing of infants and children.

“These notices and community advertisements are urgently needed as we need to revive the

community’s responsibility towards protecting children, which is now virtually non-existent,” said

an official from the ministry (Pauline Almeida, 2010). From this news, researcher realized that the

government has started to be aware of the seriousness of babies’ abandonment cases in Malaysia

and wanted to prevent them by creating awareness via Public Relations tools, notice and ads.

In discussing Public Relations tools, Kate Le Page (2010) defined that effective PR tools involve

the ability to engage attention, create catchy press releases, and use digital media, media and

workouts. One of the most important PR tools is the use of research as this is extremely popular to

the media and has a huge impact on potential customers. In addition to third-part research there

are several other key tools used within PR including writing press releases, internet

communication, media interviews and workouts (Kate Le Page, 2010).

According to Boarder Babies, Abandoned Infants, and Discarded Infants fact sheet done by

National AIA Resource Centre (2005) concluded that:

Identification of women who are at greatest risk for discarding their infants remains a

difficult task. Our understanding of these mothers, their motivations, and their

circumstances is extremely limited, making intervention a challenge. At present, public

education about resources available to pregnant women and alternatives to discarding an

infant remains the primary method for addressing this issue. In view of the lack of

information, efforts to collect data about the circumstances and characteristics of parents

who discard their infants and tracking the experiences of discarded infants and those

dropped off in safe havens are critical to addressing this problem.

This conclusion had explained that there is still lack of information and efforts to collect data on

the primary reasons for the parents to abuse or abandon their babies. This makes us difficult to

look for an effective solution for this particular problem. Apart of that, as U.S. Surgeon General

David Satcher (2001) observed, it is important to “provide access to education about sexual health

and responsible sexual behaviour that is thorough, wide-ranging, begins early, and continues

throughout the lifespan (Satcher D., 2001).”

However, Bernard Richard (2009) argued that there is no single solution to the problem of

infanticide; however, a response which considers the various facets of the issue may improve

outcomes. By developing a combination of policies, services, education, training, and research,

the Department of Social Development will hopefully succeed in averting similar situations in the

future. It has been said that “an ounce of prevention is worth a pound of cure” (Bernard Richard,

2009).

Lupe Hittle and Bianca I. Laureano also stated that “Long-term solutions for child abandonment

cases will require governments, social service agencies, and concerned individuals to be

committed to prevention and education. Protecting children from harm as a result of abandonment

is an important and necessary goal, but it is not a sufficient response to the problem. Ultimately,

unwanted pregnancies must be prevented, and parents must be provided with the supports and

services to make safe and beneficial decisions for themselves and their children.”

These researchers might mean that in order to prevent babies’ abandonment cases happened again,

each individual should be aware of the negative impact of these cases and then unite and

committed together. In addition to that, sex education and support should be provided to the

teenagers by parents as well as the government.

Recently, Women, Family and Community Development Minister Datuk Seri Shahrizat Abdul

Jalil pointed out that there are four strategies - advocacy, prevention, support and research - to be

used in tackling the issue of abandoned babies, which have become rampant of late (BERNAMA,

2010). This reflects that Malaysia’s government has considered that babies’ abandonment cases

are increasing rapidly, and government should increase public awareness for prevention.

Nonetheless, Martha Ackmann (1998) argued that we are a nation that marches to the beat of

statistics. "Show me the numbers" is the mantra that frequently determines whether a concern

becomes a public issue. Although these stories frequently generate sympathetic public interest,

they also unfortunately contribute to misunderstanding about the seriousness and nature of infant

abandonment, leaving us uniformed about those complex circumstances that culminate in deserting

a newborn (Martha Ackmann, 1998).

She probably means that if government wants to increase public awareness of babies’

abandonment cases, government should announce the babies’ abandonment statistics to the public.

Show the public how serious babies’ abandonment cases have gone. Thus, researcher hopes to

determine Public Relations roles in creating awareness of babies’ abandonment cases in Malaysia

with effective Public Relations tools assistance in this study. By understanding the facts of

causing babies’ abandonment cases in Malaysia should be able for Public Relations professionals

to come out with solutions to prevent these from happening again.

1.6 Hypothetical Statements

1.6.1 It’s an urge for government to employ Public Relations experts

Bernays, Lesly, and other experts agree that public relations involve two-way communication

between an organization and its stakeholders. It requires listening to the public on which an

organization is dependent as well as analyzing and understanding the attitudes and behaviours of

those audiences. Only then can an organization undertake an effective public relations campaign

consisting of actions as well as words (David P. Bianco, 2010).

Thus, researcher strongly believes that to create awareness of babies’ abandonment cases in

Malaysia to the public, Public Relations experts are necessary for the government. Public

Relations could contribute themselves well managing communication (information flows) among

the government and the public. Then, only can the government undertake an effective public

relations campaign to build the public awareness on babies’ abandonment cases in Malaysia.

1.6.2 Public Relations should act as a problem solver in creating awareness of babies’

abandonment cases in Malaysia

In the field of public relations, practitioners are always seeking cost-effective ways to reach target

audiences and disseminate positive messages about the clients. The roles played by public

relations practitioners are varied depending on the relational circumstances between organizations

and publics. This is the reason why some clients may view public relations agencies as problem

solvers, especially when the awareness or reputation of the organization is weak (Fangyin Chiang,

2007). Therefore, researcher believes that PR should act as a problem solver in creating awareness

of babies’ abandonment cases in Malaysia.

1.6.3 Public Relations tools are important for PR experts in creating awareness of babies’


In most of the countries, Public Relations are effective in helping the non-profit organizations such

as government boost support of awareness programs and to increase support to the programs

(Susan Jan, 2006). Public relations in present times employs diverse techniques such as opinion

polling and focus groups to evaluate public opinion, combined with a variety of high-tech

techniques for distributing information on behalf of their clients, including the internet, satellite

feeds, broadcast faxes, and database-driven phone banks (Susan Jan, 2006).

Therefore, researcher believes that Public Relations plays an important role for government in

creating awareness of babies’ abandonment cases in Malaysia with the help of Public Relations

tools.

1.6.4 There is lack of sex education for teenagers

Between 2005 and 2009, the police reported 407 cases of child abandonment, nationwide. Shelter

Home executive director James Nayagam, who has been assisting pregnant teenagers for 30 years,

said no amount of campaigning and counselling would prevent teenagers from experimenting with

sex (The Star, 2010). James Nayagam claimed that a comprehensive sex education will be a better

source of information than their friends. Therefore, the ultimate goal of sex education is to

preventing unwanted pregnancies and abandoned babies (The Star, 2010).

Christine Alphonse, a counsellor at the Ti-Ratana Welfare Society’s welfare home, claimed youths

should also be taught about the consequences of having sex and if they were prepared to handle

issues such as unwanted pregnancies. At the same time, Dr Hartini Zainudin, the general manager

of the Nur Salam halfway house for single mothers and children in Chow Kit asked: “Which is the

bigger problem? Us being shy to teach our kids about sex, or having to deal with rising cases of

abandoned babies?” (The Star, 2010). As a result, researcher strongly believes that lack of sex

education to the teenagers is the main reason to cause babies’ abandonment cases continue to

happen.

1.6.5 The public doesn’t really aware of the seriousness of babies’ abandonment cases in Malaysia

Martha Ackmann (1998) claimed that in our public discussions of child abuse, infant abandonment

often is not a central part of the conversation, adding to the impression that abandonment belongs

in some other category and is not as critical as, for example, sexual abuse (Martha Ackmann,

1998). According to researcher’s observation so far, not much of people are aware of babies’

abandonment cases statistic in Malaysia. They don’t even discuss about this topic in their

conversation. Hence, researcher believes that the public does not really aware of the seriousness

(data) of babies’ abandonment cases in Malaysia.

1.7 Methodology

It’s important to determine that which research methods are suitable for this study so that the

researcher could collect the information needed effectively. Thus, this section will specify on what

are the research methods used for the study, where are the researcher going to collect the data from

and how the data being analyzed.

1.7.1 Research Method

After considering various methods of data collection such as descriptive research, ethnographic

style, experimental style, narrative enquiries, and survey, researcher had chose to use questionnaire

survey as the research method for this study as questionnaire is very cost effective method when

compare to face-to-face interviews. It can be used in large geographic areas and large sample sizes

(StatPac Inc., 2010).

Furthermore, questionnaires are familiar to most of the people. Nearly everyone has had some

experience in answering a questionnaire. It’s easier for researcher to summarize and analyze the

data due to there is standard questions and format for questionnaire, researcher’s own opinion will

not influence the respondents to answer the question in a certain manner.

1.7.2 Sample

150copies of questionnaire were given out to the 20 years old to 40 years old respondents who are

randomly chosen by outward appearances from the public places as well as via the internet.

Researcher trusts that adults in this range will be much mature than the others in giving out their

opinions. They shall have lots of views and willing to share their opinions for these babies’

abandonment cases which could help the researcher collect more useful information

1.7.3 Sampling Method

The survey was carried out at leisure centres and public spaces in Klang Valley to avoid

respondents’ time constraint. It seems that people are willing to co-operate in a comfortable place

if they are not in a rushing time. Furthermore, a survey questionnaire had been uploaded on Kwik

Surveys (www.kwiksurveys.com), free online survey software, to help collect respondents’

opinion. This survey link had been promoted through researcher’s Facebook, msn and blog.

1.7.4 Data Collection

The questionnaire has been categorized in three sections. Section A is focus on respondents’

demographic. Section B then concentrate on public opinion for Public Relations roles and tools

while Section C is cover on respondents’ views of babies’ abandonment cases in Malaysia.

1.7.5 Data Analysis

Researcher began the data analysis by drawing pie charts and graphs that showed the percentages

of the opinions which will lead the researcher to the results and findings. The figures are

calculated with the help of Kwik Surveys (www.kwiksurveys.com). Moreover, similar answers

for the open-ended questions are categorized into tables which listed the numbers of respondents

and their answers.

1.8 Research Scope

Raises of babies’ abandonment cases have become an important issue in our country. As such, this

study is focus on defining Public Relations roles in creating awareness of babies’ abandonment

cases in Malaysia for the government. Researcher hope that the findings of this study would figure

out the main reasons of causing these cases to occur which might lead the researcher to

comprehend PR roles in creating awareness of babies’ abandonment cases in Malaysia with the

help of effectiveness PR tools.

http://www.kwiksurveys.com/

1.9 Research Implications

According to Jennifer Wolf, a Certified Parent Coach and fervent advocate of single moms and

dads, there are four main negative effects of abandonment in babies and children. She claimed that

children who have been abandoned may reject everything about the absent parents, may idealize

the absent parent, may develop poor self-esteem, and may have difficulty expressing their

emotions (Jennifer Wolf, 2010). Furthermore, these cases brought negative impact to the society

too. This immoral behaviour has been mimicked by the other which creates more and more

babies’ abandonment cases happened in Malaysia year by year.

However, there are still no specific strategies used by the government for preventing babies’

abandonment cases. Hence, researcher hope to figure out how PR, as a problem solver and

communication expert could play a role in creating awareness in the case of babies’ abandonment

cases in Malaysia. Researcher strongly believes that by hiring PR professional could create

awareness of the public while decreasing the number of babies’ abandonment cases in Malaysia.

1.10 Operational Definitions

1.10.1 Public Relation tools

The types of key tools which are available to carry out the public relations functions such as

Media Relations, Media Tours, Newsletters, Special Events, Speaking Engagements,

Sponsorships, Employee Relations, Community Relations, and Philanthropy (KnowThis.com,

2010).

1.10.2 Descriptive Research

Descriptive research describes the present status of people, attitudes, and progress. There are five

forms of Descriptive Research which include Ex post facto (after the fact), Case studies,

Correlation studies, Developmental studies and Survey studies.

1.10.3 Experimental Style

Experimental style could be explained as relying on observation or experiment.

1.10.4 Narrative Enquiry

Narrative research can be defined as collecting and analyzing the accounts people tell to describe

experiences and offer interpretation. Narrative research provides an option to explore personal

experiences beyond the boundaries of a questionnaire, providing insight into decisions (Janine

A. Overcash, 2003).

1.10.5 Ethnography Style

Ethnography is a qualitative research method that is used by anthropologists to describe a culture.

Culture has many definitions but usually consists of origins, values, roles, and material items

associated with a particular group of people. Ethnographic research, therefore, attempts to fully

describe a variety of aspects and norms of a cultural group to enhance understanding of the people

being studied (Michelle Byrne, 2001).

http://www.croh-online.com/article/S1040-8428(03)00208-7/abstract


Chapter 2

RESEARCH FINDINGS

2.0 Introduction

In this chapter, researcher is going to show the research findings from the questionnaire surveys

researcher done to determine Public Relations roles in creating babies’ abandonment cases in

Malaysia. Respondents’ background will be first discussed in this chapter. As mentioned in

Chapter1, this study is targeting on 150 respondents which are 75 male and 75 female. The

respondents’ background will be divided by three sections which are respondents’ age, occupation

and level of education. Respondents’ age and level of education will be shown in pie charts while

occupation will be categorized in table.

Then, researcher will lists down all the findings accordingly to each question through tables,

graphs and pie charts. Findings which matched the hypothetical statements mentioned in Chapter1

will be categorized under each statement. The percentages of the findings will be calculating with

the help of Kwik Surveys (www.kwiksurveys.com), free online survey software. After calculating

the percentages, graphs and pie charts will be draw with Microsoft Word and Microsoft Excel.

For open-ended questions, researcher listed down all the answers manually to make sure every

single answer is being mentioned or categorized. Furthermore, researcher will list down the

unexpected findings which are not related to the hypothetical statements or research goals under

“Other Findings” section. Researcher will conclude all the findings in the last part of this chapter.


2.1 Respondent Background

Table 2.1.1: Respondents’ Gender

50%50%

Respondents' Gender

Male

Female

It happens to meet an equality of female and male respondents in this study. From 150

respondents, 50% of them are male and another 50% are female respondents.

Table 2.1.2: Respondents’ Age

20-2576%

26-3013%

31-357%

36-404% Respondents' Age

Out of 75 male and 75 female respondents, 76% of them are from 20 to 25 years old while 13% of

them are 26 to 30 years old. 31 to 35 years old stand for 7%, at the same time, 4% of the

respondents are from 36 to 40 years old. The average age of these 150 respondents is 24years old.

Table 2.1.3: Respondents’ Occupation

Occupation Number

Student 92

Manager 11

Sales Person 9

Businessman 4

Hair Stylish 4

Event Executive 3

Marketing Executive 3

Self-Employed 3

Counselor 2

Customer Service 2

Hawker 2

Admin Executive 2

Account Associate 2

Component assembler 2

Designer 1

Editor 1

Engineer 1

Housewife 1

Operator 1

OSA (The Optical Society) 1

Real Estate Agent 1

Technician 1

Vision Merchandiser 1

Total Respondents 150

With an equality of 150 female and male respondents from average of 24years old, 92 of the

respondents are students while 11 of them are managers. There are 9 sales persons within the

respondents while businessman and hair stylish have four respondents each. Other occupations

include event executive, marketing executive, self-employment, counselor, customer service,

hawker, admin executive, account associate, component assembler, designer, editor, engineer,

housewife, operator, OSA, real estate agent, technician and vision merchandiser. Please refer to

table 2.1.3 above for the respondents’ occupation details.

Table 2.1.4: Respondents’ Education Level

Degree60%

Diploma / Advanced31%

Master7%

Others2%

Respondents' Education Level

For respondents’ education background, 60% of them are degree holders while 31% of them are

diploma or advanced diploma holders. There are 7% of master holders while only 2% of them are

with SPM education level.

2.2 Research Findings

2.2.1 It’s an urge for government to employ Public Relations experts

Question 10: Do you think that it's an urge for government to employ PR professional in creating

awareness for babies' abandonment cases in Malaysia? Why?

Table 2.2.1.1: Statistics of Question10

90%

10%

Do you think that it's an urge for government to employ PR pro-fessional in creating awareness of babies' abandonment cases?

Yes No

Out of 150 respondents, 135 respondents think that it’s an urge for government to employ PR

professional in creating awareness of babies’ abandonment cases in Malaysia while 15 of them

said no. Please refer to the table below for details.

Table 2.2.1.2: Reasons for government to employ PR professional

Answer Number

To decrease the number of these cases 39

To educate the public become more responsible 11

At least do something 3

So public could be aware of the problems, when they have meet this kind of

situation. 1

To let people alert that this isn’t a social responsibility. Facing the fact is most

important. And also, BABIES ARE INNOCENT!!!1

Government is the only organization that can affect education 1

Government should give more info about sex education 1

To work out more than what we have done now 1

Lack of babies abandonment awareness campaign in Malaysia 1

Public need to be aware of the situation and to deal with it 1

For better human rights 1

Help in the struggle against advocating for babies abandonment 1

Creating awareness in a large community can always work 1

Those babies are innocent 1

Let people to know PR is the best cost effective to use 1

PR professional can do with most impact 1

PR has the skills and knowledge on how to reach a wide audience 1

PR brings in new idea and communicates with different stakeholders 1

PR are professional 1

PR has strength to telling people about it 1

PR is expert in communication and they always have good plans to any cases 1

No answers 64

Most of the respondents think that it’s an urge for government to employ PR professional in

creating awareness of babies’ abandonment cases in Malaysia because this can helps reduce

babies’ abandonment cases from happening and to educate the public. Three of the respondents

think that it’s better than do nothing. 64 respondents did not mention why.

Table 2.2.1.3: Reasons for government not to employ PR professional

Answer Number

Babies abandonment cases is a crime not on public relations 1

There are many more important cases 1

We need educator 1

It's depends on how people act 1

Most of them done by Malays 1

Anything done by government is bad 1

No answer 9

One of the respondents who think that it’s not an urge because he think that there are many more

important cases out there; another one think that it’s depends on one’s personality. There is one

respondent that think that Malaysian need more educator instead of Public Relations professionals.

‘There is nothing to do with PR since babies abandonment is a crime,’ answered by a respondent.

A respondent think that everything done by the government is bad. Others did not mention why

they think that it’s not an urge for government to employ PR professional in creating awareness of

babies’ abandonment cases.

2.2.2 Public Relations should act as a problem solver in creating awareness of babies’


Question 3: In your opinion, what are PR roles for an organization? (You can choose more than

one answer)

Table 2.2.2.1: Statistics of Question 3

Problem Solver21%

Communica-tion Experts

35%

Managing Rela-tionships with different audi-ence including

media and stakeholders

33%

Management Counselor9%

Others1%

PR roles for an organization

There is 36% of the respondents think that PR play as communication experts for an organization

while 33% think that managing relationships with different audience including media and

stakeholders is a role played by PR for an organization. Unfortunately, there are only 21% of them

agree that PR act as a problem solver for an organization. This shows that the public think that

instead of a problem solver, PR should act as a communication expert in creating awareness of

babies’ abandonment cases in Malaysia. This also shows that the hypothetical statement made by

researcher is different from the public opinion.

By the way, there are 9% of them that believe PR is a management counselor for an organization

and 1% has other opinions. These opinions have been listed in table 2.2.2.2 below.

Table 2.2.2.2: Other Respondents’ Opinion

Answer Number

Bribers 1

Celebrities and politicians 1

Crisis management 1

Sell alcohol 1

2.2.3 Public Relations tools are important for PR experts in creating awareness of babies’


Question 4: Do you think that PR tools are important for a PR professional to reach his/her goal?

Why?


91%

9%

Do you think that PR tools are important for a PR professional to reach his/her goals?

Yes

No

For this question, the pie chart above shows that 136 (91%) of the respondents think that PR tools

are important for a PR professional to reach his or her goals while 14 (9%) of them don’t think so.

It’s obvious that the majority of respondents identify with the importance of PR tools to a PR

professional which fit the hypothetical statement.

Table 2.2.3.2: Reasons of PR tools are important for a PR professional

Answer Number

Without PR tools, a PR practitioner is like a man without hands 27

It helps to spread news easier and faster 19

Added advantages to speed up their works 5

Give a clear picture to the public 5

Can fully utilize the skills to achieve and fight for company benefit 4

Provide sufficient support/professional advice 1

Help in implementing the strategies 1

To run a successful campaign 1

Sell more alcohol 1

No answer 62

29 of the respondents think that PR tools are essential for a PR professional because without PR

tools, a PR practitioner is like a man without hands. Nine of them think that PR tools are

important because they help PR practitioner spread news easier and faster. Five respondents think

that PR tools added advantages to PR professional by speeding up their works while another five

think that PR tools can help give a clear image to the public on what is happening.

There are four respondents that think that through PR tools, PR professional can fully utilize the

skills to achieve and fight for company benefits. Other reasons like provide sufficient support,

help in implementing strategies, run a successful campaign and sell more alcohol have been

mentioned by one respondents. 62 of them did not answer.

Table 2.2.3.3: Reasons of PR tools are not important for a PR professional

Answer Number

Is not only PR tools are important for a PR professional because PR professional

also need to take into consideration about other resources allocation such as

money and human capital.

4

Without a good communication 3

Sometimes will face the problem that can't be solve 1

PR should able to work without any tool as they provided idea and solution 1

Professional PR have their own skills to reach their goals 1

Depends on their communication skills and personalities 1

No answer 3

Out of 14 respondents that think that PR tools are not important for a PR professional to achieve

his or her goals, four of them think that other than PR tools, PR professional also need to take into

consideration about other resources allocation such as money and human capital. Three of them

believe that via PR tools, PR can’t communicate effectively with the stakeholders due to some of

them prefer direct communication. One thinks that PR should be able to work without any tool as

PR provides idea and solution; another thinks that professional PR practitioners has their own

skills to achieve their goals. Three persons did not give out the reasons.

Question 5: In your opinion, what are the most effective PR tools? (You can choose more than one

answer)

In regards to the above question: In your opinion, what are the most effective PR tools, 32%

respondents believe that special events or campaigns are the most effective PR tools while 28%

think that TV and radio advertisements are most effective tools for PR. Newsletter / news release/

feature story and websites and online communities stand 20% of respondents each. For better

illustration, please refer to table 2.2.3.4 below.


TV and Radio Adver-tisements

28%

Newsletter / News Re-lease / Feature Story

20%

Special Events or Campaigns

31%

Website and Online Communities

20%

Statistics of Question 5

Question 8: From where do you know about babies' abandonment cases? (You can choose more

than one answer)


40% (124 re-

spon-dents)33%

(103 respondents)

13%(41 re-

spon-dents)

14%(44 re-

spon-dents)

0%(1 respondent)

Statistics of Question8

NewspaperNews on TV or RadioWebsites and Online Communi-tiesFriends,Families, etcOthers

As stated in the pie chart above, out 150 respondents, 124 respondents which are 40% of them got

the babies’ abandonment news from newspaper while 103 respondents know about these cases

from news on TV or radio. 44 respondents know about babies’ abandonment cases from people

around. Meanwhile, 41 respondents got these cases from websites and online communities. Only

one respondent know about babies’ abandonment cases from other movies and games content.

Overall 86% of the respondents know about babies’ abandonment cases from PR tools such as

newspaper, news on TV or radio, and websites and online communities, etc. This shows that

without PR tools, it’s hard for a PR professional to communicate with the public. Hence, this

finding is corresponding to the hypothetical statement: Public Relations tools are important for PR

experts in creating awareness of babies’ abandonment cases in Malaysia too.

2.2.4 There is lack of sex education for teenagers

Question 9: Why would a mother abandon a newborn in your opinion? (You can choose more than

one answer)

Others

They simply don't want to be responsible

Lack of supports and Services to single mother

Lack of sex education

Unwanted Pregnanacies (secrecy,shame)

0.03

0.3

0.19

0.26

0.23

Statistics for Question 9

Figure 2.2.4.1: Statistics of Question9

According to the graph above, there are 30% of the respondents believe that lack of sex education

may cause a mother abandon a newborn while 26% of them think that it’s because of unwanted

pregnancies such as secrecy and shame. 23% respondents think that lack of supports and services

to single mother may cause babies’ abandonment cases happen and 19% think that the parents just

simply don’t want to be responsible. Only 3% of them think that there are other reasons for the

parents to abandon their babies.

Table 2.2.4.1: Other reasons for a mother to abandon a newborn

Others Number

Poverty 4

Mentally illness 2

Political condition might affect 1

They’re heartless 1

For other reasons, three respondents think that babies’ abandonment may cause if the parents are

facing financial problems such as not affordable for a baby. Two respondents think that it could

because of mentally illness. There is one thinks that poor political condition might affect while

another thinks that the parents are just heartless.

Question 11: In your opinion, what is the most effective way for PR to build awareness in babies'

abandonment cases in Malaysia among the public?

According to 68% of respondents’ opinion, in order to build awareness in babies’ abandonment

cases in Malaysia, PR should advise the government to provide sex education to the teenagers.

15% of them think that run an on ground event on babies’ abandonment issues is the most effective

way for PR to build awareness among the public. 7% think that should provide more help to single

mother while 6% think that should publish more informative news on babies’ abandonment issues.

Only 4% of them think that there are other ways. For better illustration, please refer to Figure

2.2.4.2 below.

0.15

0.68

0.07 0.06 0.04



Table 2.2.4.2: Other effective ways for PR to build awareness

Others Number

Impose heavy punishment to all parties 3

Provide awareness about how to avoid these cases happen such as play safe when

having sex? Use condom? Etc.1

Provide strong moral / religion education 1

Three of the respondents who have other reasons think that to build awareness in babies’

abandonment cases in Malaysia, government should impose heavy punishment to all parties. One

thinks that maybe PR could provide information on how to avoid these cases happen such as ask

the public to use condom. A respondent thinks that should provide strong moral or religion

education to the public in order to build awareness in babies’ abandonment cases in Malaysia.

For both of the questions, lack of sex education and provide sex education to the teenagers have

the most votes from the respondents. This explains that the public also agree that there is lack of

sex education to the teenagers which cause babies’ abandonment cases to happen. Both of these fit

the fourth hypothetical statement mentioned above.

2.2.5 The public doesn’t really aware of the seriousness of babies’ abandonment cases in Malaysia

Question 7: In your opinion, how many babies' abandonment cases had occurred in Malaysia the

past few years?

Below 200 201 to 300 301 to 400 401 to 500 Above 501

0.17

0.27

0.19

0.15

0.22



Based on the graph above, 27% of them think that there is 201 to 300 babies’ abandonment cases

happen in Malaysia the past few years. 22% think that it’s more than 501 cases while 19% think

that should be 301 to 400 cases. There is 17% believe that in the past few years, below 200

babies’ abandonment cases had occurred in Malaysia. Finally, 15% think that should be between

401 to 500 cases.

It’s happy to know that there is 22% (33 respondents) of respondents answer correctly which

shows that they really aware of the seriousness of babies’ abandonment cases in Malaysia.

Nonetheless, there are 78% (117 respondents) who don’t know the actual statistics for these cases.

This shows that the public doesn’t really aware of the seriousness of babies’ abandonment cases in

Malaysia which is matched with the hypothetical statement.

2.3 Other Findings

2.3.1 Public Relations (PR) still not famous enough in Malaysia

Question 1: Have you heard of Public Relations (PR) before?


88%

12%

Have you heard of PR before?

YesNo

It’s a surprise that there is 12% of the respondents did not hear about PR before while 88% heard

before. This probably explains that PR is still not a very famous job in Malaysia.

Question 2: Can you briefly explain what PR is in your opinion?

Table 2.3.1.2: Definition of PR by respondents

Answer Number

A communication of managing relationship with public and personal where to get

closer with every individual28

PR is a field concerned with maintaining public image and reputation for 24

businesses, non-profit organizations or high-profile people, such as celebrities and

politicians

A communication expert that know about everything include managing

communication22

No idea 18

Public Relations 14

Specialist help in solve problem for an organization 5

PR is a profession with varying definitions because of its many functions and the

differentiating perceptions held by its practitioners and the public (PR is about

everything)

4

PR is a way for corporations to communicate with the society 3

Public speaking 3

Creating awareness and brand reputation of an organization 3

Doing good for the company 2

A practice of establishing relationship, building good reputation and overcoming

any communication and relationship issue or crisis between a company with its

key public

1

Entertain and serve your consumers 1

Free publicity 1

Girls who sit with you in pubs 1

Helps company to achieve its objectives 1

Is an entertaining client services, and a consultant of an organization 1

Introduce something new to the public 1

Managing information flow 1

Office Activities 1

People who helps a company held an event 1

PR is another option to convey the message. Like a medium 1

PR is about social 1

PR is mediator between a company and public 1

Professional medium to maintain event/function, run according to plan, smoothly

& successful1

Provide service for company to promote 1

Publicist of a company internally and externally 1

Serve people 1

Service industry 1

Skilled publicists 1

To pass messages to public 1

Use the mass media to inform some information or new announcement to public 1

Out of 150 respondents, 131 of them define PR well which show that they really understand what

is PR. However, there are 18 respondents that said that they have no idea what PR is. One

interesting answer is a respondent think that PR is girls who sit with people in pubs. This shows

that there still have people that misunderstood what a real PR professional is.

2.4 Conclusion

Out of five hypothetical statements made by researcher in Chapter 1, four of them have been

proved that have achieved through the findings. The only hypothetical statement that could not be

achieved is ‘Public Relations should act as a problem solver in creating awareness of babies’

abandonment cases in Malaysia’ due to the public think that PR should act as a communication

experts instead of problem solver.

This result is because the public perceive PR as managing relationships and communication than a

professional that could helps to solve the problems faced by an organization. This can be seen

from the findings of Question 2. From this study, there is one unexpected result which is there is

still respondents who didn’t hear about PR before. This may because of there is lack of

information about PR published in Malaysia or PR is still not that famous or important in Malaysia

like other countries did.

Thus, with most of the hypothetical statements have been achieved, researcher wants to conclude

that each of the findings have lead researcher to reach this study’s goals:

How Public Relations experts can contribute themselves in creating awareness of babies’

abandonment cases

What are the most effective public relations tools that could be used by the PR experts in

building awareness in the case of babies’ abandonment in Malaysia

Figure out what are the main reasons that cause babies’ abandonment cases to happen

Researcher will further discuss on how these being achieve in Chapter 3 later.

Chapter 3

CONCLUSION

3.0 Introduction

In this chapter, researcher will start by discussion and implication based on the research objectives.

Do the findings achieve research objectives for this study? And what is the implication to do so?

The discussion will be supporting with elder researchers’ idea or findings. The very important part

in researcher’s opinion is whether the findings achieved research goals that set in Chapter 1. If

achieved, how does it achieved? If didn’t, why it doesn’t? Researcher believes that the whole

study is to achieve the research goals or else this study might have failed.

Every research study will encounter some problems or limitations in the process. Therefore,

researcher will discuss on the limitations faced by researcher when doing this study as well as the

solutions to overcome these problems in the future. By doing this, researcher will be able to avoid

the same mistakes or problems next time. This may also give a guideline to readers who are

interested to do relevant study in the future.

Then, researcher will give some recommendations on what scope to focus on in the future for

researcher myself or other researchers who want to do a further study. Furthermore, researcher

will also discuss on the questionnaire design for the further study. Finally, researcher will do a

review on everything researcher has done in this study and highlights the important findings.

3.1 Discussion and Implication

3.1.1 Research Objective 1: To figure out the reasons that cause babies’ abandonment cases in

Malaysia

According to public opinion done by researcher, 30% of the respondents think that the main reason

that causes babies’ abandonment cases in Malaysia is because of lack of sex education. Raneesha

Raj, a 20years old student, pointed out that whether we like it or not, irresponsible sex and

discarding unwanted babies will always take place. If babies’ abandonment issues were to be

combated, sex education in schools and at home is the only way (Firdaus Helmy & Mariam Abbas,

2010).

Haryati Azlan, 25years old, believes that not addressing sex or not having sex education is one of

the main reasons why young women get into these situations. “Remember women are emotional,

men are physical. Sex education can teach a woman to say no, rather than give in to the man if he

insists on having sex while she doesn't want it. But that is just one of the things that proper sex

education could impart to the young,” said Haryati (Firdaus Helmy & Mariam Abbas, 2010).

HKL senior consultant Dr J. Ravindran also claimed that from the many cases they have come

across, it was found that many youths did not know their own bodies. Some did not even know

that they will get pregnant if they have sex. Surely this is a telling statement and should provide

the authorities with a good reason that it is time to have sex education in schools (Mariam

Mokhtar, 2010)).

The second main reason from public opinion is unwanted pregnancies which are caused

accidently, secrecy or shameful. Shireen Tan claimed that she believe the main reason for baby

dumping is due to unexpected pregnancies happening to young and can’t afford to the society’s

prejudice (Firdaus Helmy & Mariam Abbas, 2010). Other psychologists have suggested that

mothers cannot handle the enormous social pressures from the unplanned or early pregnancy, and

they panic which will cause them to abandon their babies (Mariam Mokhtar, 2010).

Khairy Jamaluddin, chairman of Barisan Nasional (BN) Youth, also claimed that society must

realise that the issue of abandoning babies arises because the couple or a mother is not yet

prepared. This is because such problems seldom occur among married mothers (MySinchew,

2010).

23% of the respondents think that it’s because of lack of support to single mothers. Abandonment

could result because inexperienced mothers do not know how to deal with their babies properly.

Reproductive Rights Advocacy Alliance Malaysia (RRAAM) co-chair Rashidah Abdullah also

pointed out that (Hariati Azizan, 2010):

Many unwed mothers here go through their pregnancy alone. Many of them do not have

anyone to turn to. Most would have been abandoned by their boyfriends, if they were not

raped. Those who dare tell their parents would either be forced to marry or be disowned

from the family or be punished in some way. Very rarely will the family help, especially if

the girl decides to keep the baby and raise him or her on her own.

There are four respondents who think that the reason that causes babies’ abandonment cases in

Malaysia is because of the parents is facing financial problems. They can’t afford to raise a baby.

As Mariam Mokhtar (2010) believes: some women abandon their babies as an alternative to

abortion and so leave the infant so that it can be found for a chance of a better life (Mariam

Mokhtar, 2010).

After figuring out the reasons that cause babies’ abandonment cases in Malaysia, PR practitioners

will be able to come out with suggestions and idea that could increase awareness of babies’

abandonment cases among the public. This could probably help to decrease the rate of babies’

abandonment cases as well as prevent it from happening again.

3.1.2 Research Objective 2: To determine how PR professionals can contribute themselves in

creating awareness of babies’ abandonment cases in Malaysia

As stated by the 36% of the respondents in Question 3, PR acts as a communication expert for an

organization. Hence, researcher believes that PR professionals could first contribute themselves in

creating awareness of babies’ abandonment cases in Malaysia by sending public opinion to the

government. What are the suggestions given by the public and what the public really concern of in

babies’ abandonment cases? Evaluate the public exposure, opinions and attitudes before any

decisions made.

Then, ‘frame’ the messages which are going to pass to the public from the government by

developing the policies for communicating with the public. PR professionals could try to persuade

the government to provide sex education to the teenagers by letting them know that a large number

(68%) of the respondents think that this is the most effective way to reduce babies’ abandonment

cases in Malaysia. This not only could maintain good relationships between the government and

the public (PR roles for an organization supported by 33% respondents), it can also help reduce

babies’ abandonment cases.

A research done by Charley Angel (2010) shows that a campaign is use to organize a series of

activities to try to achieve something. PR campaign’s purpose mostly uses to do publicity and

create awareness among the public (Charley, 2010). Thus, as a problem solver (agreed by 21%

respondents), PR professionals could run an on ground event or campaign on babies’ abandonment

issues to increase the public awareness on the seriousness of babies’ abandonment issues. This

suggestion has been supported by 15% of the respondents.

For public opinion in Question 11, 6% of the respondents think that PR practitioners could help the

government to spread out more informative news and do publicity on the babies’ abandonment

issues to educate the public to become more responsible (one of the reasons why government

should employ PR professionals stated by 11 respondents). A respondent stated that creating

awareness in a large community will always work. This probably define that by spreading all the

informative news and publicizing more on babies’ abandonment issues may effective in creating

awareness of babies’ abandonment cases in Malaysia.

There is 9% of the respondents think that PR could play as a management counsellor for the

government. As a counsellor, PR could help the government in suggesting ideas on babies’

abandonment cases. Furthermore, PR could also help the government to manage news, campaigns,

advertisements, and etc which are going to publish to the public to make sure that these messages

have been pass to the receiver while creating awareness of babies’ abandonment cases in Malaysia.

By understanding well on how PR professionals can contribute themselves in creating awareness

of babies’ abandonment cases, the government may now realize the important of a PR professional

in creating public awareness of these cases.

3.1.3 Research Objective 3: To justify what are the most effective PR tools that can help in

building awareness of babies’ abandonment cases in Malaysia

According to the findings on Question 5, 32% of the respondents think that special events or

campaign is the most effective PR tool in helping the PR professional in creating awareness of

babies’ abandonment cases. 28% of them think that press release or feature story will be the most

effective PR tool. An equality of 20% respondents thinks that TV and radio advertisements and

websites or online communities will be the most effective PR tools.

However, 40% of the respondents know about babies’ abandonment from the newspapers while

30% of them know from TV or radio. This can probably prove that in order to build awareness of

babies’ abandonment cases in Malaysia, press releases and publicity on TV or radio will be the

most effective tools. This doesn’t mean that other tools are not important. Just, since most of the

people aware of babies’ abandonment cases in Malaysia through newspapers, TV, and radio, PR

professional could be easier to spread information to the public via these PR tools.

Christopher J Ryan also claimed that press releases are the backbone of public relations because

they are highly informational and tell an ongoing story of the organization's progress (or lack

thereof). Press releases work best, and are published more often, when they are factual instead of

sales-oriented, and concise instead of wordy (Christopher Ryan, 2010).

From all these findings, researcher could justify that press releases and advertisements on TV or

radio are the most effective PR tools that can help in creating awareness of babies’ abandonment

cases which will lead the PR practitioners to reach the target audience easier. Special events and

awareness campaigns could also be run to increase the awareness and knowledge of public on

babies’ abandonment issues.

3.1.4 Research Objective 4: To prevent happening of babies’ abandonment cases in Malaysia

Out of 150 respondents, 135 respondents think that it’s an urge for government to employ PR

professionals in creating awareness of babies’ abandonment cases in Malaysia due to they believe

that this could help reduce babies’ abandonment cases. One of the respondent claimed that PR is

expert in communication and they always have good plans to any cases. Therefore, in order to

prevent happening of babies’ abandonment cases in Malaysia, government should employ PR

professionals to increase public awareness.

On the other hand, KAS (2010) stated that any suggestions for action before finding out the causes

for baby dumping would be mere conjecture which might cause more social ills and can be likened

to putting a square peg into a round hole (KAS, 2010). Mariam Mokhtar (2010) also stated that we

need to understand why the parents or mother did it, and apply the appropriate solutions. The

parents of the abandoned babies, especially the mothers are already in a traumatised state and need

help. They do not need a death sentence hanging over them (Mariam Mokhtar, 2010).

Hence, by figuring out the reasons that cause babies’ abandonment cases in Malaysia from public

opinion, 68% of the respondents think that provide sex education to the teenagers may help to

prevent babies’ abandonment cases to happen. Mariam Mokhtar (2010) pointed out that:

Sex education is about giving our children informed choices. Sex education will teach the

child about his or her body, changes to the body at puberty, hormones, how to form stable

meaningful relationships, responsible relationships, and the role of contraceptives, sexually

transmitted diseases and HIV/AIDs, unprotected sex, consequences of having sex, peer

pressure and how to say ‘no’. We may not be able to stop our teenagers from having sex

before marriage, but we can at least tell them about responsibilities and consequences. If

we want to solve or reduce the problem of abandoned babies, our approach has to be

couched in a language that our youth will understand.

Khairy Jamaluddin also agreed that sex education was necessary to give an understanding to the

young which was not merely exposure from the scientific and biological aspects but must also be

looked at from the religious and eastern values (MySinchew, 2010).

15% of the respondents believe that preventing babies’ abandonment cases in Malaysia could be

done by run an on ground event on babies’ abandonment issues. Tell the public the seriousness of

babies’ abandonment cases nowadays, and provide more information on how to avoid these from

happening. 7% of them think that should provide more helps to single mother such as financial

supports. Other suggestions such impose heavy punishment to all parties who abandoned baby or

provide strong moral/religion education to the teenagers are suggested by few respondents.

By understanding the public opinion on how to prevent happening of babies’ abandonment cases

in Malaysia, government could implement some of the suggestions given by the respondents with

the help of PR professional. Preventing babies’ abandonment will not only benefits the society but

for the infants too. This could reduce death of innocent lives as well as other negative effects to

the infant who survive.

3.1.5 Other finding: Public Relations (PR) still not famous enough in Malaysia

One unexpected finding from this research is researcher found out that there is still a small number

(12%) of respondents that did not know what Public Relations is and they didn’t hear about PR

before. This could probably explain that PR is still not famous in Malaysia. There is one

respondent has misunderstood PR as a girl who sit with people in pubs instead of PR is a

professional career.

Therefore, researcher believes that by publish more useful information on PR professionals’

career, people could understand PR well in the future. This may educate Malaysian to become

more knowledgeable which will bring many benefits to the society.

3.2 Achieving Research Goals

After finalizing and discussing the findings, researcher found out that the four objectives above

have been achieved. This means that the three goals that have to be achieved by researcher for this

study which are listed as below have been accomplished through the findings done from the

questionnaire surveys:

3.2.1 How Public Relations experts can contribute themselves in creating awareness of babies’

abandonment cases

This goal have been achieve through the findings for Question 10, Question 3, and Question 11

which has been discussed in details in section 3.1.2, research objective 2 on page 39.

3.2.2 What are the most effective public relations tools that could be used by the PR experts in

building awareness in the case of babies’ abandonment in Malaysia

Findings from Question 5 and Question 8 have identified that press releases or advertisement on

TV and radio are the most effective PR tools in creating awareness of babies’ abandonment cases

in Malaysia. These have been discussing in details in section 3.1.3, research objective 3 on page

41.

3.2.3 Figure out what are the main reasons that cause babies’ abandonment cases to happen

Findings from Question 9 has stated that the respondents think that lack of sex education is the

very main reason that cause babies’ abandonment cases to happen. Other reasons such as

unwanted pregnancies, lack of support and services to single mothers and etc have been suggested

by the respondents too. These have been discussing in details in section 3.1.1, research objective 1

on page 37.

3.3 Limitations of Research / Research Problems

Due to this is a brand new study, there is no any research papers that can be used by researcher as a

guideline. Hence, researcher spent a lot of time in searching for journals and articles which are

related to PR roles and babies’ abandonment issues that could be used as references as well as

literature review. For the truth, researcher thinks that this is a very tough job for researcher as this

is the first time researcher get in touch with dissertation. This leads researcher to put more efforts

in seeking advisory from lecturers and friends in order to complete this smoothly.

Furthermore, the questionnaire survey which is conducting online at the same time caused most of

the questionnaire conducted have been disqualified. This is because for this study, researcher is

targeting on 20 to 40 years old respondents only. Respondents who are not in this range are not

calculated as an answer. Therefore, respondents deleted all the data and re-create a questionnaire

by restricting the age range from 20 to 40 years old. However, it’s an online community after all.

People may cheat on their age which made the researcher determine not to conduct questionnaire

online in the future.

Time, another big limitation that faced by researcher when doing this research. Because of there

are only two and a half months for researcher to complete this dissertation, researcher knows that

there is still a lot of improvements that have to be made in this study. Researcher has draw a

timetable for the progress researcher has to accomplish in time so that everything could be done

smoothly.

3.4 Future Research and Recommendations

In the future study, researcher wants to focus on how Public Relations practitioners themselves

think that they could contribute themselves in babies’ abandonment cases in Malaysia. The

respondents will be focus on PR practitioners only while the questionnaire will be designed in all

open-ended questions. All questions will be asked in very details rather than gender questions like

this research done. This is to understand more on professionals’ opinion on PR roles in creating

awareness of babies’ abandonment cases in Malaysia instead of public opinion which may bring

more interesting and useful findings.

3.5 Conclusion

At the end of this study: determining Public Relations roles in creating awareness of babies’

abandonment cases in Malaysia, researcher found out that most of the public think that PR could

play as a communication expert instead of problem solver that assumed by researcher in the very

beginning. Nonetheless, as the respondents stated, PR is about everything. They are always

bringing benefits to the public.

Therefore, researcher believes that PR practitioners not only could contribute themselves in

managing communication between government and the public but PR practitioners could also help

to evaluate public opinions. Running awareness campaigns targeting on babies’ abandonment

issues will improve the awareness of babies’ abandonment as claimed by many respondents that

it’s lacking of babies’ abandonment issues information and awareness campaigns.

Moreover, PR professionals could contribute themselves in spreading more informative news on

babies’ abandonment cases via various PR tools (especially press releases and TV or radio

advertisements) to build public awareness on the seriousness of babies’ abandonment issues in

Malaysia and to increase knowledge on how to prevent these cases from happening.

Finally, as stated by Brett Artwood (2007), persuasion is the main goal for a PR professional.

Since the public think that the government should provide sex education to the teenagers in order

to reduce babies’ abandonment cases in Malaysia. PR professional could try to persuade the

government to implement the strategy provided by public while persuading the public to become

more responsible to their babies and children at the same time.

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Appendix: Sample Questionnaire

Section A

Gender :

Male

Female

Age :

20 - 25

26 - 30

31 - 35

36 – 40

Occupation : ______________________________________

Education Level :

Diploma / Advanced Diploma

Degree

Master

Others, please specify:____________________

Section B

1. Have you heard of Public Relations (PR) before?

A. Yes B. No

2. Can you briefly explain what is PR in your opinion?

___________________________________________________________________________

3. In your opinion, what are PR roles for an organization? (You can choose more than one answer)

Problem Solver

Communication Experts

Managing Relationships with different audience including media and stakeholders

Management Counselor

Others, please specify ___________________________________

4. Do you think that PR tools are important for a PR professional to reach his/her goal? Why?

A. Yes. __________________________________________________________________

B. No. __________________________________________________________________

5. In your opinion, what are the most effective PR tools? (You can choose more than one answer)

TV and Radio Advertisements

Newsletter / News Release / Feature Story

Special Events or Campaigns

Websites and Online Communities


Section C

1. Can you briefly explain what babies’ abandonment is?

_____________________________________________________________________

2. In your opinion, how many babies' abandonment cases had occurred in Malaysia the past few

years?

Below 200

201 to 300

301 to 400

401 to 500

Above 501

3. From where do you know about babies' abandonment cases? (You can choose more than one

answer)

News on TV or Radio

Newspapers

Websites and Online Communities

Friends, Families, Colleague and etc.


4. Why would a mother abandon a newborn in your opinion? (You can choose more than one

answer)

Unwanted Pregnancies (Accidents, secrecy, shame, etc. )

Lack of Sex Education

Lack of Supports and Services to single mother

They simply don't want to be responsible


5. Do you think that it's an urge for government to employ PR professional in creating awareness

for babies' abandonment cases in Malaysia? Why?

A. Yes. __________________________________________________________________

B. No. __________________________________________________________________

6. In your opinion, what are the most effective ways for PR to build awareness in babies'

abandonment cases in Malaysia among the public?

Run an on ground event on babies' abandonment issues

Provide sex education to the teenagers

Provide helps to single mother

Publish more informative news on babies' abandonment issues


PR roles in creating awareness of babies abandonment cases in Malaysia

Business

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