Sinar Daily, UTM collaborate on media relationship management workshop and podcast
Participants were introduced to how newsrooms function, the do’s and don’ts of dealing with journalists and the importance of clarity and consistency.
JOHOR BAHRU – Sinar Daily has successfully collaborated with Universiti Teknologi Malaysia (UTM) to organise a media relationship management workshop aimed at giving students and staff practical insight into how the media operates in real-world settings.
Held on Dec 18, the workshop brought together media practitioners from Sinar Daily and members of the UTM community to explore best practices in handling the media with integrity, managing issues and crises and communicating clearly under pressure.
Participants were introduced to how newsrooms function, the do’s and don’ts of dealing with journalists and the importance of clarity and consistency, particularly during time-sensitive or high-stakes situations. The session also featured a mock press conference, allowing students to apply what they had learned and gain confidence in responding to challenging media scenarios.
The workshop and accompanying podcast were organised by UTM’s Student Affairs and Alumni Department (HEPA) and were described as a high-impact initiative that provided students with meaningful exposure to media management within organisations.
UTM Deputy Vice-Chancellor for Student Affairs and Alumni (HEPA) Professor Ts Dr Ali Selamat said the programmes helped bridge the gap between academic learning and professional realities, particularly in the areas of strategic communication, information management and media engagement.
“The workshop conducted by the Sinar Daily team was not merely theoretical but offered practical insights into how media is professionally managed within organisations, including content strategy, narrative control, press conference simulations, stakeholder engagement as well as issue and crisis management.
“Exposure of this nature is crucial as students are often confined to an academic environment, whereas the realities of media management in the working world require a more strategic and structured understanding,” he said.
On the same day, Sinar Harian also carried out its 'Program Minyak Free Sinar Harian Suara Rakyat', a free motorcycle fuel initiative for UTM Johor Bahru students. The programme was held at a petrol station in Skudai from 8am to 2pm, with the duration extended to accommodate students who were unable to attend earlier due to classes.
In addition, Sinar Varsity organised the 'Podcast Kampus dan Kopi' session with students and UTM representatives, while Sinar Daily, represented by editor Tasnim Lokman, hosted a podcast titled “Media Relationship Management” alongside Zayed Capitol Sdn Bhd Executive Director Dr Noor Azam Samsudin.
Ali praised the podcast session, noting that it provided valuable industry perspectives on the role of media in shaping public perception, managing organisational reputation and the importance of media literacy among future graduates.
“The discussions were highly relevant and realistic, helping students to understand the real challenges of dealing with the media, whether as organisational representatives, leaders or future professionals,” he said.
He added that the combination of hands-on training and intellectual discourse made the programmes holistic and aligned with current industry needs.
“UTM greatly appreciates the organisation of these workshops and podcasts as they not only equip students with knowledge but also build confidence, intellectual maturity and readiness to face the real working world,” he said.
Meanwhile, Sinar Harian Brand Marketing head Rosli Ahmad said the initiatives reflected the organisation’s commitment to amplifying the voices of the people including students and young Malaysians.
“We want to bring the voice of the people, including students to the forefront. I am truly touched by the response we received today, starting from the free fuel programme. We extended the programme until 2pm because many students had classes and could not come earlier,” he said.
The programmes form part of a broader effort by Sinar Harian, Sinar Daily and Sinar Varsity to strengthen collaboration with universities through on-ground engagement, podcasts and student-focused initiatives.
The collaboration with UTM Skudai has enhanced brand visibility, provided real-world learning opportunities for students and demonstrated strong synergy across Sinar’s media platforms.
It is also seen as a model integrated programme that can be expanded to other campuses in the future.
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