In conjunction with World PR Day on July 16, I would like to contribute my thoughts to the current debate and proposal regarding the need for a Public Relations Practitioners Act, as highlighted by various Malaysian media publications in the past week. From an academic perspective, the need for such an act has been long overdue, although it had to come as a result of either blatant errors or grossly misleading press releases produced by certain agencies.
With public relations playing a crucial role in ensuring a well-informed society, shaping public opinion and perception, managing crises, and fostering relationships between organizations and their stakeholders, the Public Relations Practitioners Act, if well drafted, will be able to hold errant practitioners accountable and maintain the integrity and standards of the profession.
Moreover, in this era of generative AI-produced press releases being seen as making PR work efficient and the proliferation of misinformation, disinformation, and half-truths on various platforms, we must ensure ethical practices are the norm rather than the exception in the industry. The existence of the Act can certainly help, but it shouldn’t be the only means to an end.
A more effective way to raise the standards of ethical practitioners is through better collaborations between the government, industry, and academia. This tripartite relationship can be a catalyst towards upholding the standards and principles of good PR practice, thereby protecting the image and integrity of the profession and building public trust in PR activities.
The industry and academia can assist the government in developing the regulatory framework needed for the drafting and passing of the Act. As strongly suggested by the Public Relations and Communications Association Malaysia (PRCA) and the Public Relations Practitioners Society of Malaysia (PRactitioners’), I believe the Act should not only cover ethical practices, transparency, accountability, professional competence, public interest, and industry standards but also take into account training, development, and certification of practitioners. It should address issues such as Generative AI content, enforceable code of conduct, fair remuneration and career progression, handling of sensitive information, disclosure of conflicts of interest, and political campaigning.
Furthermore, the industry’s valuable input and feedback on the practical implications of the Act can help ensure that it is realistic, achievable, and implementable, while academia can be at the forefront of providing education and certified training programs. This includes short courses, micro-credentials, and professional development programs that align with the principles of the Act and the needs of the industry, ensuring that aspiring PR practitioners, regardless of background, are well-equipped to navigate the complexities of the profession.
As we mark World PR Day on July 16, the need for a Public Relations Practitioners Act has never been more pressing. This Act will help set clear standards and principles, thus protecting the integrity of the profession. Restoring the battered image and reputation of the PR industry can be achieved with the collaboration of all stakeholders in government, industry, and academia. Let us begin the work to chart a better future where the Malaysian public relations industry is recognized for its integrity, professionalism, and high ethical standards.
The author, Philip C.K. Gan, is the Programme Director in the School of Media and Communication at Taylor’s University, Malaysia.
Photo Credits : APAC Insider
Influencer Esha’s Death Leads to Arrests in Cyberbullying Incident
The Hidden Marvels of Bukit Brown: Singapore’s ‘Avatar Trees’
If you have a story or a tip-off, email admin@wakeup.sg or get in touch via Whatsapp at 8882 5913.
Since you have made it to the end of the article, follow Wake Up Singapore on Telegram!
Wake Up Singapore is a volunteer-run site that covers alternative views in Singapore. If you want to volunteer with us, sign up here!
If you can, please do consider buying a mug or two to support Wake Up Singapore’s work!
