IN conjunction with World Public Relations Day, we reflect on Malaysia’s evolving PR industry, encompassing diverse consultancy agencies and in-house practitioners across the public and private sectors.
Supported by Public Relations and Communication Association (PRCA) Malaysia, PRactitioners, and the Institute of Public Relations Malaysia (IPRM), our dynamic ecosystem faces significant challenges.
Internally, practitioners struggle with unethical practices, unhealthy competition, and a lack of unity.
Externally, there is a disconnect with C-Suite executives, biased procurement processes, and a confusion of roles of PR practitioners and political communicators in the public sector.
Although under the Ministry of Communications, the industry’s growth is hindered by selective engagement.
There is an urgent need for the Ministry to engage with all associations, as each plays a vital role and represents different segments of the industry.
Inclusive dialogue is essential to address these issues and unlock the true potential of PR in Malaysia
One of the primary internal challenges in the PR industry is the unethical practices by a minority of practitioners.
These actions tarnish individual reputations and cast a shadow over the entire profession, undermining public trust, the cornerstone of effective PR.
The foundation of the profession must be built on ethics and integrity, and unethical practices harm clients and erode the essence of PR. Stringent measures must be adopted to ensure adherence to ethical standards, enhancing the industry’s credibility and effectiveness.
Another significant challenge is the unhealthy competition between consultancy agencies, leading to fragmentation and rivalry, which hampers collective progress.
There is a pressing need for a unified PR community. By fostering collaboration and sharing knowledge, practitioners can elevate the industry and support each other’s growth.
Additionally, many PR practitioners are stuck in a rut, often pushed to focus on operational aspects such as churning out press releases and coverage, rather than engaging in strategic thinking.
This operational focus limits professional growth and stifles innovation. There needs to be a shift from being reactive to proactive, from operational to strategic.
This transformation requires a commitment to continuous learning and professional development.
Externally, the PR industry grapples with a lack of understanding about its role among C-Suite executives and senior government officials. This misunderstanding often results in undervaluation and underutilisation of PR capabilities, limiting the potential impact of PR strategies.
Educating executives about the strategic value of PR is crucial. We need to demonstrate how PR can drive business outcomes and enhance organisational reputation.
Moreover, questionable procurement processes and biases in selecting PR professionals pose significant challenges. Favouritism and political connections often overshadow merit, leading to suboptimal outcomes.
Transparency and fairness in procurement are essential to ensure a level playing field for all practitioners. We must advocate for industry-wide standards that promote ethical and unbiased selection processes.
In the public sector, PR practitioners often face the additional burden of managing political communications, which can conflict with their primary role of serving ministries and government agencies.
This role confusion can dilute the effectiveness of PR efforts and create unnecessary stress for practitioners.
Clear guidelines delineating the roles of PR practitioners and political communicators are needed. This distinction will allow PR professionals to focus on their core responsibilities and deliver better outcomes for their organisations.
There has been renewed discussion about implementing a Public Relations Act and mandatory accreditation for practitioners. While this proposal has sparked debate, its necessity requires thorough evaluation through a proper consultative approach.
The PR industry is highly diverse, with a wide array of players and specialisations. Legislating without inclusive discussions risks exacerbating fragmentation rather than fostering cohesion.
The proposed Act aims to standardise and elevate the profession, but we must approach this with a balanced perspective. The industry first needs to reach a consensus on the necessity of such legislation.
If agreed upon, the Act’s development must involve comprehensive input from all key stakeholders.
Our priority should be to establish a framework that upholds the highest standards of ethical practice and professionalism without causing unnecessary disruption.
A significant point of contention is the proposed mandatory licensing, registration, and accreditation process.
Concerns include which body would oversee accreditation, whether these requirements could hinder highly educated graduates from practising, and if it would disrupt the careers of experienced practitioners forced to obtain licences.
Accreditation should be optional rather than mandatory. By effectively communicating its benefits, accreditation can become appealing without being compulsory.
Forcing it upon practitioners is neither practical nor fair.
The proposed Act oversimplifies the complex realities faced by practitioners, suggesting that legislation alone can resolve these challenges.
It implies regulation is needed solely to govern practitioners, overlooking many external factors impacting the industry.
The PR community must collaboratively shape its future, ensuring any regulatory measures enhance, rather than hinder, collective progress.
Navigating these challenges requires a multi-faceted approach centred on education, collaboration, and ethics.
Enhancing the ethical framework is crucial for restoring trust and credibility, with bodies like PRCA playing a vital role.
Fostering collaboration over competition can unify the PR community through knowledge-sharing, joint ventures, and mentorship.
Addressing skill gaps is essential; practitioners must continuously update their skills in digital literacy, strategic thinking, and crisis management to stay relevant.
Despite these challenges, significant opportunities exist for PR practitioners to expand their influence.
One promising area is establishing PR professionals as key strategic advisors at the boardroom level. Organisations increasingly recognise the importance of reputation management, especially in crises.
PR practitioners can provide invaluable input into corporate strategy, particularly concerning governance, ESG performance, risk management, and stakeholder engagement.
In Malaysia, there is a unique opportunity to leverage PR expertise to enhance the nation’s global reputation.
This includes harnessing AI and digital technologies to navigate the complex landscape of social media and multi-platform communication.
By championing initiatives like the Barcelona Principles in PR measurement, professionals can demonstrate the tangible impact of their efforts, fostering greater appreciation and investment in PR by organisations.
To facilitate these opportunities, we propose the creation of an Official Advisory Board comprising representatives from associations, consultants, academicians, and both public and private sector practitioners.
This board would target areas such as procurement practices, ethics, and governance, ensuring that PR remains a respected and vital function within organisations.
As PR professionals tasked with shaping public perception and managing communication, it is crucial to champion integrity, transparency, and accountability.
These virtues cannot be imposed through external regulations; they must stem from a profound understanding of the psychological and sociological factors underlying human behaviour and communication.
Ethical PR relies on self-regulation driven by core values such as morality, open-mindedness, inclusiveness, and loyalty. Integrity is not a metric that external bodies can easily assess; it must be deeply ingrained within practitioners themselves.
Our vision is for a highly professional, ethical, and self-regulated PR industry.
Through continuous education, collaboration, and adherence to ethical standards, PR professionals can thrive and seize opportunities for growth and improvement.
The future of PR lies in our ability to adapt, innovate, and uphold the highest standards of integrity. Only then can we truly serve as the trusted advisors organisations need to navigate challenges and seize opportunities.
By coming together, practitioners can overcome challenges and unlock the full potential of our profession.
On this World Public Relations Day, PR practitioners must reaffirm their commitment to navigating the future with integrity, collaboration, and innovation.
Together, we can build a PR industry that not only survives but thrives, driven by a commitment to ethical excellence and strategic impact. The challenges may be formidable, but the opportunities are boundless.
Professor Mohd Said Bani CM Din is President, Public Relations and Communication Association (PRCA) Malaysia while Stefanie Braukman is the Honorary Secretary of PRCA Malaysia
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