KUALA LUMPUR – The Public Relations and Communication Association (PRCA) Malaysia has launched a new Code of Ethics and Integrity aimed at promoting transparency, accountability, and professionalism within the public relations field.
This initiative was announced at the Malaysia PR Summit (MPRS) 2024, which took place yesterday under the theme ‘Communicating for a Better Malaysia: Reset, Reframe, Reimagine’.
In a statement, PRCA highlighted that the Code of Ethics aims to set a new benchmark for practice, reinforcing public relations as a credible and transformative element in Malaysia’s growth.
PRCA Malaysia president Mohd Said Bani C. M. Din stressed the importance of the profession in shaping public perception and fostering trust.
“Public relations goes beyond just managing crises or operational tasks; it serves as a strategic force that influences perceptions, builds trust, and drives change.
“This summit and the introduction of the Code of Ethics reflect our dedication to enhancing the profession and contributing to a better Malaysia,” he said.
The summit also addressed various challenges facing the industry, such as fragmentation, outdated procurement methods, and the lack of recognition of PR’s strategic importance.
The PRCA noted that these challenges can also be seen as opportunities to advocate for fair practices and to redefine public relations as a driver of innovation and national advancement.
Discussions centred around the theme “Reset, Reframe, Reimagine,” focused on the importance of ethical storytelling, adapting to digital changes, and creating impactful narratives.
Communications Minister Fahmi Fadzil endorsed the initiative, highlighting ethical communication as vital for fostering trust and unity.
The summit featured four significant sessions that examined the evolving role of public relations, including a media roundtable led by Shazmin Shamsuddin of Big Boom Media, which gathered media leaders like Ashwad Ismail (Astro AWANI), Shannon Teoh (The Straits Times), and social media influencer Pinn Yang to discuss trust-building and the media’s adaptation to rapid changes.
With support from partners such as the Sarawak Tourism Board and Grab Malaysia, the summit concluded with a call for collective action.
PR professionals were encouraged to work together, innovate, and align with global standards to effect meaningful change for a better Malaysia. — November 29, 2024