KUALA LUMPUR — The Public Relations and Communications Association (PRCA) Malaysia has reaffirmed its commitment to strengthening professional standards, ethical leadership and industry recognition with the announcement of its newly elected Executive Committee (EXCO) following the conclusion of its 28th Annual General Meeting (AGM).
Members unanimously returned Prof. Mohd Said Bani C.M. Din, Founder and Managing Director of bzBee Consult, as President for a third consecutive term, reflecting strong confidence in his leadership and the association’s direction in advancing the public relations and strategic communications profession in Malaysia.
Joining him in the new leadership team are Grace Chiam of BrandCulture as Vice President, Stefanie Braukmann of Strategic Public Relations Group (SPRG) who continues as Honorary Secretary, and Lydia Chia of ROOTS PR as Honorary Treasurer.
The newly elected Ordinary Committee Members are Andy See, Immediate Past President of PRCA Malaysia and Managing Director of Perspective Strategies, Zuraida Malek of Zeta M Consulting, and Zalina Abdul Aziz of bzBee Consult.
The new EXCO will serve for the 2026–2028 term, guiding PRCA Malaysia through a period of transformation in the communications landscape shaped by digital disruption, artificial intelligence, evolving media ecosystems and growing expectations for transparency, credibility and ethical leadership.
A key highlight of the AGM was the Integrity Pledge signed by PRCA members, reaffirming their commitment to uphold the PRCA Code of Ethics and Integrity in professional practice.
The pledge is linked to the “Ethics Blueprint: Public Relations Practitioners’ Code of Ethics and Integrity”, which was soft launched at the end of 2024 by Communications Minister Datuk Fahmi Fadzil and later officially launched by the Permaisuri of Selangor, Tengku Permaisuri Hajjah Norashikin.
The blueprint represents a milestone in strengthening ethical standards within Malaysia’s communications industry, reinforcing the profession’s commitment to responsible communications, professional integrity and public trust.
Speaking after the AGM, Prof. Bani expressed appreciation for the confidence shown by members and emphasised the importance of strengthening professional integrity in an increasingly complex communications environment.
“Public relations today sits at the intersection of trust, reputation and societal impact. In an era shaped by misinformation, digital disruption and rising expectations for accountability, the role of communications professionals has become even more strategic.
“PRCA Malaysia will continue to champion professionalism, ethical practice and thought leadership to ensure that our industry remains credible, responsible and future-ready,” he said.
He also congratulated the newly elected committee and expressed appreciation to outgoing EXCO members Crystalbelle Lau of VoxEureka, David Lian of Zeno Group and Yan Lim of Ioili Communication for their contributions to the association.
Looking ahead, PRCA Malaysia will focus on initiatives aimed at strengthening the professional standing of the communications industry in Malaysia.
Key priorities include the development of industry guidelines on the responsible use of artificial intelligence in communications, the expansion of professional development and knowledge-sharing platforms, and stronger collaboration between industry practitioners, academia and policy stakeholders.
The association will also continue to strengthen its flagship platform, the Malaysia Public Relations Awards (MPRA), widely recognised as one of the country’s leading programmes celebrating excellence in communications campaigns, strategic storytelling and impactful public relations practice.
In addition, PRCA Malaysia plans to introduce a series of industry forums and fireside dialogues addressing emerging issues such as AI governance, procurement practices, media transformation and evolving stakeholder expectations.
Vice President Grace Chiam said collaboration would be key as the profession navigates a rapidly evolving landscape.
“The communications profession is changing quickly. PRCA Malaysia will continue to create platforms that encourage meaningful dialogue, knowledge exchange and collaboration across the industry, ensuring that practitioners remain agile, responsible and forward-looking,” she said.
PRCA Malaysia will also expand initiatives to support young professionals and students entering the industry, including mentorship programmes aimed at nurturing the next generation of communications leaders while promoting the highest standards of integrity and professionalism.
With a renewed leadership team and a strong emphasis on ethics, professional development and industry collaboration, PRCA Malaysia aims to further position itself as a leading voice for the communications profession in Malaysia. – March 16, 2026