Introduction

Public Relations or PR, as we know, refers to a long-term relationship between an organization and its strategic publics. As such, PR attempts to sell the organization. Central to this notion is the element of public interest, thus implying that people’s sentiments, views and attitudes towards the emerging issues is indeed important.

BY

DR. AMERJIT SINGH A/L S. BHAG SINGH

MINISTRY OF NATURAL RESOURCES AND ENVIRONMENT

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By Tan Sri Hasmy Agam, Executive Chairman, Institute of Diplomacy and Foreign Relations (IDFR), at the Institute of Public Relations Malaysia (IPRM) on 2 November 2009

YBhg Prof. Dato' Dr. Hj Mohd Hamdan Hj Adnan, President, Institute of Public Relations Malaysia (IPRM),

YBhg, Tan Sri-Tan Sri, Dato’-Dato’,

Ladies and Gentlemen,

Assalamualaikum and a very good afternoon to you all!

Let me at the outset express my deep thanks and appreciation to YBhg. Professor Dato’ Dr. Hamdan and the Institute of Public Relations, Malaysia, for the kind invitation extended to me to address this distinguished audience this afternoon. I had accepted it partly due to the persuasiveness of the President of IPRM who had called on me, accompanied by my old friend, Haji Aznan Mat Piah, and partly due to the relevance of the subject to my professional calling as a diplomat, especially as the head of the Institute of Diplomacy and Foreign Relations of Malaysia, the training arm of the Ministry of Foreign Affairs, which trains our diplomats as well as those from other countries.