KUALA LUMPUR: World PR Day, celebrated annually on July 16, underscores the pivotal role of public relations in shaping public opinion, moulding perceptions, fostering trust, and driving communication effectively.

The Institute of Public Relations Malaysia (IPRM) joins global organisations and national PR bodies in marking World PR Day and takes a renewed stand to strengthen positive public relations. 

As the landscape evolves, PR professionals are increasingly challenged to navigate misinformation and maintain ethical standards.

"IPRM, as the nation's only public relations institute, is dedicated to championing truth, honesty and reputation management as core principles of the profession.

"The proliferation of misinformation and the rise of unethical practices including fake news within the public relations industry have underscored the urgent need for a strong ethical framework," it said. 

As the nation's 62-year established public relations body, IPRM is committed to fostering a culture of responsible communication.

Established in 1962, IPRM has been a steadfast advocate for the growth and professionalism of the public relations industry.

IPRM is pursuing and engaging various stakeholders that will see the eventual enacting of an inclusive Public Relations Practitioners Act (PRPA) that supports Malaysia's evolving PR landscape, elevates industry standards and positions the industry to thrive in the fast changing future. 

By championing responsible communication practices and safeguarding the integrity of the public relations profession, IPRM seeks to create a more ethical and trustworthy communication ecosystem.

IPRM president Jaffri Amin Osman said it continues to play an essential role in protecting and developing the profession through its educational and professional development programmes.

"This is critical especially with the advances in communication technology that can easily be used to mislead, misdirect and mismanage or misrepresent the target audience," he added. 

"Revisiting the existing draft PRPA is to bring it to speed with the changes in the marketplace these past five years in order to safeguard and guide practitioners and the industry as a whole from unethical practices. 

"This imperative on responsible communication cannot be emphasised enough," Jaffri added. 

The proposed act, he said, is not meant to narrowly regulate the industry but to provide a strong foundation in developing the PR and communications profession to be recognised as a professional and established practice and to raise the national ranking in the industry.

Professor Datuk Seri Dr Syed Arabi Idid, IPRM senior fellow, past president and a professor at IIUM, expressed the vital need for all PR and communication executives to practice responsible communication. 

"Responsible communication must be factual, convey reliable information benefiting individuals and society, and be ethical and accountable. 

"Media editors should receive correct, accurate and responsible media releases and speeches. I believe the proposed PR Act can instil a level of professionalism in our practice," he said.

Meanwhile, Daisy Sidhu, communications lead at Grab Malaysia agreed that responsible communication must be the thrust of the PR community. 

"Effective, ethical and responsible communication is the backbone of any successful organisation. Humanising our messages by sharing real stories connects us on a deeper level. 

"Our words should reflect honesty, transparency, and inclusivity, building trust with our stakeholders and contributing to a cohesive society," she said.

A senior PR executive at an international hotel chain, Megat Akhim said: "We are living in a VUCA (volatility, uncertainty, complexity and ambiguity) world. Worse still is our VUCA world is full of misinformation, disinformation and fake news. 

"We in the PR community, must be professional, be the first defender of responsible communication. I truly believe the proposed PR  Act will solidify this."

https://www.nst.com.my/business/corporate/2024/07/1077060/malaysias-only-pr-institute-steadfast-fighting-misinformation