The Malaysia PR Summit (MPRS) 2024, themed “Communicating for a Better Malaysia: Reset, Reframe, Reimagine,” brought together 200 public relations professionals to tackle the industry’s challenges, foster unity, and chart a path for growth. Organised by Public Relations and Communication Association (PRCA) Malaysia, the summit focused on redefining public relations as a strategic driver of progress and innovation.
A significant milestone was the launch of PRCA Malaysia’s Code of Ethics and Integrity, a landmark initiative designed to uphold transparency, accountability, and professionalism. This framework sets new ethical standards for the profession, reinforcing public relations’ role as a credible and transformative force in Malaysia.
Syed Bani
Prof. Hj. Mohd. Said Bani C.M. Din, President of PRCA Malaysia, emphasised in his opening remarks, “Public relations is more than just crisis support or operational work; it is a strategic powerhouse that influences perceptions, builds trust, and drives change. This summit and the Code of Ethics demonstrate our commitment to elevating the profession and shaping a better Malaysia.”
The summit addressed critical industry challenges, including fragmentation, outdated procurement practices, and limited recognition of PR’s strategic role. Fragmentation, compounded by unfair procurement practices like unrealistic deadlines and exploitative terms, hinders progress. These issues were reframed as opportunities to unify the profession, advocate for fair practices, and redefine PR as a vital strategic function.
The theme “Reset, Reframe, Reimagine” guided discussions, emphasising the need to rethink ethical foundations, adapt to digital transformation, and craft impactful narratives. In a special address, YB Fahmi Fadzil, Minister of Communications Malaysia, praised the summit’s alignment with Malaysia Madani’s vision of sustainability, inclusivity, and unity. “Ethical communication unites us as a nation, fostering trust and building bridges. Now more than ever, we must harness its power to inspire progress and uphold shared values,” he stated.
The summit hosted four impactful sessions that explored PR’s evolving role:
The Leadership panel consisting of Andy See, Charon Wardini, Ong Kian Ming, and Lina Tan
The Leadership Panel Discussion, moderated by PRCA EXCO member Andy See, featured Dato’ Charon Wardini Mokhzani, Dr. Ong Kian Ming, and Lina Tan. The discussion underscored leadership’s role in crafting narratives that inspire marketplace success and national progress.
Fragmentation, compounded by unfair procurement practices like unrealistic deadlines and exploitative terms, hinders progress.
The Media Roundtable, led by Shazmin Shamsuddin of Big Boom Media, brought together media leaders such as Ashwad Ismail (Astro AWANI), Shannon Teoh (The Straits Times), and social media influencer Pinn Yang. Discussions highlighted trust-building and the media’s role in adapting to rapid change.
The Fireside Chat on AI in PR featured Ross Monaghan, Regional Chair of International Association of Business Communicators (IABC) Asia Pacific, and Stefanie Braukmann, PRCA Malaysia’s Honorary Secretary. They explored AI’s transformative potential in boosting productivity while maintaining the human-centric essence of communication.
Finally, the Communications Industry Roundtable, moderated by Jonathan Tan of VoxEureka, brought together Shukreen Ma (Malaysia Airports), Sherene Azli (KPJ Healthcare), and Andy See (Perspective Strategies). They shared strategies for resilience, future-proofing, and fostering innovation within the profession.
The summit reaffirmed the importance of ethical storytelling, responsible communication, and collaboration. Practitioners were urged to unite and align with global standards to address challenges like inequality, digital transformation, and climate change. Discussions on integrating AI encouraged the adoption of ethical frameworks to enhance productivity while preserving authenticity.
Leadership authenticity and trust were highlighted as essential to organisational credibility, while effective storytelling was recognised as a powerful tool to shape perceptions and amplify Malaysia’s strengths.
The need to attract younger generations to PR careers was emphasised, focusing on purpose driven communication to inspire fresh talent. Future-proofing strategies, including data analytics and readiness for AI-driven changes, were also key priorities.
PRCA Malaysia extended heartfelt gratitude to its Supporting Partner, Sarawak Tourism Board, Newswire Partner, Media Outreach Newswire, and Grab Malaysia. International partners, including IABC Asia Pacific, World Communication Forum Association (WCFA), Public Relations Global Network (PRGN), and the Public Relations Practitioners Society of Malaysia (PRactitioners), acknowledged for their continued support.
The summit concluded with a call for transformation, urging practitioners to embrace collaboration, innovation, and ethical communication.
(This article was adapted from a press release)
