By Ravindran Raman Kutty
OPINION: As the world commemorates World Public Relations Day on July 16, it is a momentous occasion to celebrate the achievements and evolution of Malaysia’s Public Relations (PR) industry.
The PR industry has grown exponentially, pivotal in shaping public perception, enhancing corporate communication, and driving strategic initiatives across various sectors. At the heart of this progress is the Institute of Public Relations Malaysia (IPRM), a field beacon of excellence and professionalism.
IPRM is organising an international conference titled “IPRM Conference on Ethical and Responsible Communication” today in Putrajaya which is expected to be officiated by the Minister of Communications.
The Conference is intended to bring to attention the significance of the media and public relations industry and practitioners to focus on the issue of ethical and responsible communication in their jobs.
The Evolution of Public Relations in Malaysia The PR landscape in Malaysia has undergone significant transformation, adapting to the dynamic changes in technology, media, and societal expectations. From traditional media relations and press releases to digital storytelling and social media engagement, PR practitioners in Malaysia have demonstrated a remarkable ability to evolve and meet the demands of an ever-changing environment. This adaptability has been crucial in navigating the complexities of the modern media landscape and ensuring that the voices of organisations are heard effectively.
The period from early 1970s until 1990s have seen a number of universities and academic institutions in the country introducing courses on communication and public relations which signalled the importance of producing qualified communication and public relations professionals, practitioners and experts in the field to meet the need of emerging Malaysia economically, politically and socially. Starting with USM in 1971, followed by ITM (UiTM) in 1972, other universities like UKM, UPM, UM and later other new universities have all started communication programmes to train and expose potential graduates to the field of communication. Today, we find not only public universities but also a number of private universities setting up similar programmes to teach communication and public relations.
Institute of Public Relations Malaysia: A Legacy of Excellence
Founded in 1962, the Institute of Public Relations Malaysia (IPRM) has been at the forefront of the industry’s growth and professional development. As Malaysia’s national body for PR practitioners, IPRM has tirelessly worked to elevate the profession’s standards through education, training, and advocacy. Some of the critical achievements of IPRM include:
[1] Professional Accreditation and Certification IPRM has established rigorous voluntary accreditation and certification programmes to ensure that PR practitioners in Malaysia adhere to the highest standards of professionalism and ethics. These programmes have helped build a community of skilled and knowledgeable PR professionals equipped to handle modern communication’s complexities.
[2] Educational Initiatives and Training Education has always been a cornerstone of IPRM’s mission. The institute has collaborated with universities and industry experts to develop comprehensive PR curricula and training programmes. These initiatives have enhanced the skill sets of practitioners and attracted new talent to the field, ensuring a continuous pipeline of qualified professionals. In recent past, IPRM has attracted companies and organizations to send their executives to undergo training programmes with the institute on courses like media and public relations skills, media relations, crisis management and communication skills which have benefitted the industry.
[3] Advocacy and Public Awareness IPRM has been instrumental in advocating for the importance of PR in the business and public sectors. Through various campaigns, conferences, and public forums, the institute has raised awareness about the critical role of PR in building and maintaining relationships with stakeholders, managing crises, and driving organisational success.
In its activities and programmes
IPRM has established collaboration with organisations and agencies in both public and private/corporate sectors to share experience on latest trends and development affecting the practice of public relations nationally and globally. One example is IPRM’s involvement and participation in conference like Kuala Lumpur International PR Conference (KLIP) organised by World Communications since the last six years of which IPRM members had benefitted through interaction, networking and knowledge sharing with participants not only from Malaysia but other parts of the world.
Every year IPRM also participated in World PR Conference held in major cities of the world organised by Global Alliance (GA), a conference that brings practitioners from many parts of the world to discuss current issues and trends of public relations. This year the World PR conference will be held in Bali, Indonesia in November where IPRM is expected to be represented.
IPRM is a member of the GA where its current President, Jaffri Amin Osman sits as Director in the Global Alliance PR and Communication Management in Switzerland. Global Alliance for PR and Communication Management (GA) is one of the biggest PR associations in the world with more than 350,000 affiliated members from around the globe.
[4] Networking and Community Building One of IPRM’s key strengths is its ability to foster a strong sense of community among PR practitioners. The institute regularly organises events, workshops, and seminars that provide opportunities for networking, knowledge sharing, and collaboration. These events have been invaluable in building a cohesive and supportive PR community in Malaysia.
[5] Recognition and Awards To celebrate excellence in PR, IPRM has established several awards and recognition programmes highlighting practitioners and organisations’ outstanding achievements. These accolades inspire professionals to strive for excellence and showcase effective PR strategies’ impact on business and society. One such example is the ASEAN PR Excellence Awards was created by IPRM and inaugurated in 2015.
Last year IPRM participated in the 5th programme of ASEAN PR Excellence Awards in Ho Chi Minh, Vietnam with participants from Malaysia winning several awards in PR advocacy, campaign
publicity and promotion.
Challenges of Public Relations in Malaysia
While the PR industry in Malaysia has achieved remarkable milestones, it also faces several challenges that need to be addressed to ensure continued growth and effectiveness:
[1] Adapting to Digital Transformation: The rapid advancement of digital technologies and the proliferation of social media platforms have transformed how PR operates. PR professionals must constantly update their skills and strategies to leverage these new tools effectively. The challenge lies in integrating traditional PR practices with digital techniques to create cohesive and impactful campaigns.
[2] Managing Misinformation and Fake News In the age of information overload, misinformation and fake news have become significant challenges for PR practitioners. Ensuring the accuracy and credibility of information disseminated to the public is crucial. PR professionals must develop robust fact-checking mechanisms and crisis communication strategies to combat the spread of false information.
[3] Navigating Cultural Diversity Malaysia is a multicultural nation with diverse ethnic groups, languages, and cultural practices. PR professionals must be adept at crafting messages that resonate with different audiences while being sensitive to cultural nuances. This requires a deep understanding of the local context and the ability to communicate effectively across diverse groups.
[4] Crisis Management The unpredictable nature of crises, ranging from natural disasters to corporate scandals, poses a constant challenge for PR professionals. Effective crisis management requires rapid response, transparency, and maintaining public trust. PR practitioners must have comprehensive crisis communication plans and the agility to adapt to evolving situations.
[5] Maintaining Ethical Standards Upholding ethical standards in PR is essential for maintaining credibility and trust. However, the pressure to deliver results and the competitive nature of the industry can sometimes lead to ethical dilemmas. PR professionals must navigate these challenges by adhering to a robust code of ethics and prioritising transparency and integrity.
Looking Ahead: The Future of PR in Malaysia
As we look to the future, the PR industry in Malaysia is poised for even more remarkable achievements. The rise of digital media, the increasing importance of corporate social responsibility (CSR), and the need for effective crisis communication to address complex global and national issues in an unpredictable world present both challenges and opportunities for PR practitioners.
The Institute of Public Relations Malaysia will continue to lead the way, guiding the industry through these changes with innovation, integrity, and a commitment to excellence.
On this World Public Relations Day, let us celebrate the remarkable journey of the PR industry in Malaysia and the invaluable contributions of the Institute of Public Relations Malaysia. Together, we can look forward to a future where PR continues to play a crucial role in shaping narratives, building trust, and fostering meaningful connections in an ever-evolving world.
Note: Ravindran Raman Kutty is a Fellow of the Institute of Public Relations Malaysia (IPRM)