KUALA LUMPUR: Umno president Datuk Seri Dr Ahmad Zahid Hamidi urged party leaders to champion the voice of the people, calling on the members to shift their strategy to connect with public sentiment.

"We must understand the emotions and sentiments; we (should) use soft and subtle methods that touch the soul.

"Make use of the advancement of various social media platforms," he said in his speech at Umno's 78th anniversary at Putra World Trade Centre.

Zahid, who is Barisan Nasional chairman, urged party leaders to come forward with fresh ideas, in tandem with the rapid political shift.

As the party reflected on the early struggle and sacrifices made by the grassroots in upholding Umno, it is time for leaders to employ their own methods at their respective levels, he said.

Umno leaders who were elected by the grassroots must come forward to give ideas and do the extraordinary, he added.

"We may no longer be like before - pawning our jewelry for the party.

"We are no longer able to grant development and positions as we previously did, but we (do) today must be felt by the people."

He urged the party leadership to be at the forefront in boosting the party's image in efforts to make Umno dominant once again.

"Look at how Duyong assemblyman Mohd Noor Helmy utilises new media through an approach that is close to the people in the constituency.

"He is popular in social media, especially Tik Tok through videos of him going on the ground, as well as being used to express views on issues; he has almost 950,000 followers and garnered 20.4 million likes on Tik Tok alone.

"This is what I said, Umno must change; we must master social media platforms, create positive sentiments, narrative, and aura to get close to the people."

https://www.nst.com.my/news/nation/2024/05/1049451/updated-umno-leaders-must-champion-peoples-narrative-master-socmed