PR practitioners need to adopt ethical communication to build trust, says Fahmi

The Star

Public relations (PR) practitioners are advised to adopt ethical communication in order to build trust, foster relationships with diverse stakeholders, and shape a better future for the industry and society.  Communications Minister Fahmi Fadzil said that in an age where misinformation and fake news proliferate, commitment to ethical standards is more essential than ever.  Read more at https://shorturl.at/fwBSn  WATCH MORE: https://thestartv.com/c/news SUBSCRIBE: https://cutt.ly/TheStar LIKE: https://fb.com/TheStarOnline

Transcript

00:00This conference presents a timely opportunity for the PR community, comprising government,

00:10operations, consultants, NGOs and academia, to collectively analyse the challenges and

00:16opportunities that face our globalised profession.

00:20In such a landscape, we constantly find occurrences of misinformation, disinformation, fake news,

00:28deep fake, as well as authentic ones.

00:32We often refer to the idea of communication as trying to decipher and siphon, establish

00:43and differentiate between noise and signal.

00:48And in this day and age, where perhaps at one point, public relations professionals

00:55had to only deal with a very limited number of channels of communication, a few newspaper

01:01titles, one or two TV stations, a handful of radio channels, today's world is completely

01:11topsy-turvy, helter-skelter, tunggang langgar.

01:16We work and struggle very hard to make sure that not only the message that we wish to

01:37send out is sent out, but it is received exactly as per how we intended by the specific audience

01:45segment that we have targeted.

01:48For public relations professionals and those of you who aspire to be in this fraternity,

01:55it is absolutely important that we understand the changes in society, the changes in the

02:00way that we consume media, the changes that we think or are taught to think.

02:08I say we are taught to think, because whether we realise it or not, I mentioned algorithm,

02:21it is this algorithm that teaches us, in a way, what we are experiencing in the world

02:28today.

02:29So with AI today, almost practically in real time, you can fabricate the news, you can

02:37fabricate a version of reality which puts a very interesting spin on the idea of manufacturing

02:45consent.

02:47This is a challenge that will be faced by public relations professionals, especially

02:53those of you who will join the fraternity soon, inshallah.

02:57Engagement with media is paramount, not only to make sure that what you wish, what you

03:04intend for the media to carry, gets through, but this balance between truth, honesty, ethical

03:16journalism is something which is not static, but rather dynamic.

03:22As I said just now, both ways can appear to be correct, but what kind of message do we

03:31send?

03:32For whom is the news written?

03:38I leave with a pregnant pause this moment, sebab ini adalah perkara yang sangat-sangat

03:44penting.

03:45Hubungan di antara rakan-rakan public relations dengan media ini adalah setiasa baik.

03:50We must make sure that the working relationship between the public relations fraternity and

03:56the media is very good.

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