KUALA LUMPUR – National broadcaster Radio Televisyen Malaysia (RTM) won top spot in the leadership category of the Malaysia Public Relations Awards 2023, which this year focused on the theme of artistic craftsmanship in communications.
RTM was honoured for shaping Malaysia’s information landscape since 1946 at the event last night organised by the Public Relations and Communication Association (PRCA) at the Aloft Hotel, KL Sentral, here.
Present to receive the award was RTM broadcasting director-general Datuk Suhaimi Sulaiman, who said the art of storytelling was the key to the broadcaster’s success.
“The most important thing is storytelling to convey our message through various, yet effective methods.
“I’m proud of the RTM teams because they are amazing at scriptwriting,” Suhaimi said after the award ceremony.
Suhaimi said that because consumers’ attention spans have changed, it is critical for communicators to convey messages effectively to their audience. This requires knowing how to “cater” and deliver a story to the targeted audience, he added.
“People’s attention spans are getting shorter, so we have to know how to deliver the message effectively.
“If we understand the audience’s behaviour and how they receive (the message), the scriptwriting process will be easier,” he said.
Last year, Mercy Malaysia founder Dr Jemilah Mahmood bagged the leadership trophy for her exemplary work and leadership in humanitarian aid.
PRCA Malaysia president Mohd Said Bani Din, PRCA honorary secretary Stefanie Braukmann, and auditor-general Datuk Wan Suraya Wan Mohd Radzi were among those at the event last night, where awards were presented to 57 winners across 30 categories.
Other winners included University Malaysia Medical Centre for the in-house campaign of the year category, bzBee Consult Sdn Bhd for agency campaign of the year, and Acendus Communications and Strategic Public Relations (SPRG) as joint-gold winners for the healthcare category.
Centriq PR Sdn Bhd won in the business-to-business product brand development category, Ioli Communication Sdn Bhd won in the corporate branding category, and UM Medical Centre in the public affairs category.
Among the judges at the event last night were Auditor-General Datuk Wan Suraya Wan Mohd Radzi; Astro’s Director of Brand, Communications and Sustainability Tammy Toh; Executive Director, Strategic Communications and Chairman’s Office Datuk Seri Jalil Hamid; and Scoop Editor in Chief Terence Fernandez. – December 2, 2023