Public relations (PR) practitioners mainly assumes technical and managerial roles in organizations. However, this study reveals that in order to implement the Reduce, Reuse and Recycle (3R) activities, PR practitioners must possess close rapport with the teachers who will ultimately educate the target audiences. Occasionally, these dynamic relationships can derail PR practitioners from carrying out their actual role in promoting public relations. In-depth interviews were conducted at several designated schools to gain insights on how the relationships between PR practitioners and teachers can gauge the effectiveness such a campaign, besides identifying the major challenges in delivering relevant campaign messages. Results show that the relationship is an important element towards ensuring the PR practitioners’ success in developing the awareness campaign. These findings have implications in both the theory and practice of public relations, especially when considering the technician versus strategic manager’s role of public relations and the advancement of the field to support PR professionalism.

The role of Public Relations (PR) practitioners is often associated with the extent to which a person is able to carry out his/her responsibilities effectively. Previous studies have often linked the field of PR stereotypically to a career of women rather than men (Niel, 2016;Place, 2015). Public seldom give a negative perception towards the role of women's PR. Therefore, the aim of this study is to find out recent development of the role of women's PR, especially in Iskandar Malaysia. The effort is to learn the real phenomenon of women carries out their duties as PR practitioner. This qualitative study will further explore the issue by phenomenological approach using in-depth interviews among PR practitioners in Iskandar Malaysia. The results of the study has discovered that the importance of the attitude of women's PR is very important in implementing their relationship with society. They were found remains tightly knotted to their role as technicians rather than managers although without gender competitions. This study is expected to contribute to future improvements in the field of public relations (PR).