IN today’s world, where information is instantly accessible and opinions are formed at the click of a button, the role of public relations (PR) in shaping the image and reputation of the government has never been more crucial.  

As a strategic communication process, PR builds mutually beneficial relationships between organisations and their audience. It plays a fundamental role in brand positioning and preserving the reputation of the government, ensuring that ministries and their leaders are seen in a positive light both domestically and internationally. 

PR should serve as the backbone of the government’s communication strategy, working tirelessly to ensure that the initiatives and achievements of various ministries are effectively communicated to the public. 

This involves not just disseminating information, but also managing perceptions, addressing crises, and engaging with stakeholders. 

In Malaysia, where the government is composed of ministries, agencies, and politicians, the task of PR becomes even more complex and critical.  

Challenges of political communication

Each ministry, jointly led by a minister and secretary-general, is responsible for strategising and implementing activities to improve their respective areas of jurisdiction and must communicate these strategies and achievements to the public. 

This dual aspect of communication should ideally be managed by the corporate communication unit (UKK) of each ministry.  However, the reality is that UKKs are often over-extended. Their roles have increasingly shifted towards managing the political communications of ministers – which includes political messaging, media relations, and public appearances – that should ideally be the domain of the minister’s press secretary. 

Consequently, the UKKs’ capacity to focus on the strategic communication of the ministry’s policies and initiatives is diminished. Their time is often consumed by following the minister’s rounds, issuing press releases, and pushing for media coverage, rather than engaging in more strategic, long-term communication planning for the ministry.  

This misallocation of resources leads to a fragmented communication strategy where the focus is on immediate, reactive measures rather than a cohesive, proactive communication plan. 

The result is a government communication apparatus that is more about personality-driven narratives than substantive policy discussions.

Malaysia’s society is evolving into a more mature, discerning audience that no longer buys into the cliched narratives of yesteryears. The public demands transparency, accountability, and tangible results from their leaders. 

One of the more visible, yet outdated, practices is the spectacle of government officials and ministers handing out cheques or gifts to recipients. While intended to showcase the government’s efforts, these acts are increasingly seen as publicity stunts rather than genuine acts of governance. 

Such gestures can backfire, painting politicians as more interested in their public image than in substantive policy work.

The perceived political instability in Malaysia has further complicated the government’s PR efforts, tarnishing the nation’s brand abroad. Investors and international observers are wary of the unpredictability and frequent changes in leadership. 

This instability undermines confidence in Malaysia’s governance and affects its economic and diplomatic standing.

The way forward for government PR

To address these challenges, a fundamental shift in the government’s approach to PR is necessary, to help the government create a more positive and sustainable perception and brand value: 

1. Strategic focus in communication

The UKKs should refocus on strategic communication, emphasising the ministry’s policies, achievements, and long-term goals. This involves crafting narratives that highlight the positive impact of government initiatives on the public.  

The spokesman for this need not always be the politician but can also involve the secretary-general. 

2. Separation of roles

Clearly delineating the roles of the UKK and the minister’s press secretary can ensure that political messaging does not overshadow the ministry’s strategic communication. This separation allows for more focused and effective communication efforts.

3. Transparency and engagement

Engaging with the public through transparent communication and active dialogue can build trust and credibility.  

The government should utilise multiple platforms to reach different segments of the population, ensuring that communication is not just top-down but also interactive.

4. Leveraging technology

Embracing digital tools and artificial intelligence can enhance the precision and impact of communication efforts. 

These technologies can help in monitoring public sentiment, tailoring messages, and reaching a broader audience more effectively.

5. Training and resources 

Investing in the training and development of PR professionals within the government can enhance their skills and capacity to manage complex communication challenges.  

Adequate resources must be allocated to ensure that PR units are not overburdened and can operate effectively.

6. Focus on results

Moving away from personality-driven narratives to results-oriented communication is crucial. 

The success of government communications does not revolve just around the minister but also the service and dedication of thousands of public service personnel.  

It is their work and the tangible outcomes they deliver that truly matter. The public wants to see concrete results from government initiatives.  

Highlighting these achievements can significantly improve public perception and trust in the government. 

The government can effectively navigate the complex communication landscape by focusing on strategic communication and clearly defining roles. 

Embracing transparency, leveraging technology, and investing in training are also crucial.  

Prioritising results will help create a sustainable, positive perception that accurately reflects Malaysia’s progress and potential as a nation. – July 16, 2024.  

* Professor Mohd Said Bani C.M. Din is president of Public Relations and Communications Association Malaysia. This article is in conjunction with World PR Day today.  

* This is the opinion of the writer or publication and does not necessarily represent the views of The Malaysian Insight. Article may be edited for brevity and clarity.