PR profession now an integral strategic partner for organisations

SUBANG JAYA – The public relations profession has undergone a significant transformation due to rapid digitalisation, as people become increasingly interconnected and trust emerges as the most valuable asset.

Former prime minister Datuk Seri Ismail Sabri Yaakob said while PR practitioners were once primarily responsible for media management and information dissemination, they have now become strategic partners in organisational leadership.

He said organisations are no longer judged solely by their achievements or performance, but also by how effectively they communicate in times of both success and adversity.

"PR practitioners help shape narratives, manage reputations, understand public sentiment, handle crisis communications and build long-term relationships with various stakeholders.

"I have always believed that communication is not merely a tool for conveying information, but the foundation of effective leadership.

"Even the best policies will fail to achieve their intended objectives if they are not communicated clearly and effectively," he said.

He said this while officiating the second World Public Relations Day (WPRD) 2026 celebration at Taylor's University here on Thursday.

Also present were Taylor's University Executive Dean of the Faculty of Social Sciences and Leisure Management Professor Dr Neethiahnanthan Ari Ragavan, PRactitioners chairman Datuk P. Kamalanathan and 13 panellists participating in the WPRD 2026 celebration.

Among them were CITRINE Group executive chairman Ivylnn Yap, Afwah Resources Sdn Bhd principal consultant Raziz Rashid and Public Relations and Communications Association (PRCA) Malaysia president Professor Mohd Said Bani.

The programme featured four panel discussion sessions from 11am to 4pm, including one titled "Navigating Integrity and the Evolution of Public Relations in the Digital Generation Era."

Ismail Sabri, who is also the Bera Member of Parliament, shared his experience leading the country during the Covid-19 pandemic, saying the crisis highlighted the critical role of communication in ensuring the success of government policies.

"At the time, I had to face the media almost every day to explain changes to the standard operating procedures (SOPs), ensuring the information delivered was clear and accurate to avoid confusion.

"That experience taught me that communication is not just about conveying government decisions, but also a vital instrument for building public trust.

"If the 20th century was known as the era of economic competition, the 21st century is the era of competition for trust and trust can only be built through communication with integrity," he said.

Meanwhile, Ismail Sabri welcomed the government's move to introduce the Artificial Intelligence Governance Bill, aimed at addressing ethical concerns and misconduct related to the use of AI technologies.

He said the emergence of artificial intelligence (AI) and digital technologies has created significant opportunities for the PR profession.

"AI can help analyse public sentiment, identify communication trends and accelerate information dissemination. This enables organisations to make faster and more informed decisions.

"However, technological advancement also brings new challenges, including the spread of fake news, manipulated content, deepfakes and information overload, making it increasingly difficult for the public to distinguish between facts and falsehoods," he said.