PR Glossary
Public Relations (PR): The determined, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics. Also understood as reputation management, the PR craft can be categorised into several broad practice areas, such as media relations, investor relations, etc. more| 1MALAYSIA: NATIONAL UNITY |
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| Written by Dr. Amerjit Singh |
| Tuesday, 23 February 2010 15:25 |
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BY DR. AMERJIT SINGH A/L S. BHAG SINGH The 1Malaysia concept (vision/idea) as envisaged by Prime Minister Dato Sri Najib Tun Abdul Razak is based on the principle of ‘People First, Performance Now’. As clearly stipulated in the Prime Minister’s blog, this concept aims to fulfill the aspirations of the Malaysians - in line with the provisions enshrined in the Federal Constitution and National Principles. It is clear that the 1Malaysia concept implies that we Malaysians must act beyond the boundaries of race, ethnic and religion. Yes, the people of Malaysia must continue to think and act as Malaysians. In the context of national unity, 1Malaysia, in my analysis, is a bold step in the right direction. As we continue to pursue our noble objectives of Vision 2020, the 1Malaysia concept, is a core catalyst in achieving the development agenda for the country. 1Malaysia aims to strengthen the unity in various aspects. Thus, besides political stability, another vital pre-condition for national unity is the socio-economic stability. Consequently, when unity is achieved, the country’s development can achieve greater heights of success. In governmental public relations, the source of message or information is an important component. A credible source is obviously an asset in the communication process. This is because credibility is closely linked with expertise and trust. The citizens must view the source as one whom they can believe, possesses knowledge and skills in information dissemination, and most importantly, gain their trust. Hence, in disseminating information on related themes such as national unity, nationalism, loyalty and love for the country, it is pertinent that such information must be accurate, reliable and up-dated. It is important to point out that such information should also be strategized and packaged in a creative and credible manner to gain citizens support. Failure to do so will lead to conflicting perceptions towards 1Malaysia, and consequently, the notion of national unity. Along the chords of national unity, 1Malaysia is an idea to harmonize citizens of different races in this country – without changing the identity of these races. Nevertheless, lack of in-depth understanding about national identity could possibly lead to the existence of ethnic and religious gaps. Here lies the importance of issues management that incorporates good research skills and effective communication skills in presenting a balanced perspective to the said issues. We should always emphasize and re-emphasize the fact that our unity is our unique selling preposition. Our unity is our national pride. No one can deny that our unity is the most invaluable asset for our country. Furthermore, examining from the public relations standpoint, such mutual respect, understanding and long-term relationship among the various ethnics (citizens) is seen as a significant factor in further enhancing the positive image of Malaysia, both at home and abroad. Focusing on the subject of unity, the Prime Minister outlined several values with the hope of uniting Malaysians in mind and action, thus leading to a common goal for the country. An important value is culture of excellence. In a progressive community like Malaysia, such culture of excellence is indeed vital. We cannot compromise on quality. Simply put, the culture of excellence has to be continuously propagated by the media in our desire to achieve the status of a developed nation. Along with the value of culture of excellence and ’People First and Performance Now’ effort, the Key Performance Indicators (KPI) and National Key Results Area (NKRA), among others, have been introduced by the present administration to measure the quality of service rendered. Another noble value is acceptance. It is a fact that we Malaysians have different lifestyles, practices and culture. Let this not be an obstacle to accept each other as loyal friends. The underlying principle in acceptance is commonality, and not communality. Let goodwill prevail always. In our country, hosting open-house, particularly during festive occasions, is testimony to our acceptance as Malaysians. In the true spirit of 1Malaysia, bridges are built constantly and relationships enhanced in everyday life. Citizens and leaders of political organizations must actively play their role in promoting this essential value. Integrity is another important value. Good governance, as we are aware, implies gaining citizens trust and confidence. Affirmatively, one of the best ways to garner the citizens support is by projecting transparency, accountability and honesty. There should be more open communication following the advancement of new communication technologies today. As aptly noted in the literature of 1Malaysia, we must strive to rectify all mistakes – each fact or action that fails or is wrong needs to be rectified in order to achieve perfection. The causes behind the failures should be addressed. As espoused and promoted by the concept of 1Malaysia, every Malaysian should make 1Malaysia central to their lives. In our quest for national unity, we should have a sense of belonging to the nation. Having such sense of belonging will lead to better appreciation of 1Malaysia. Such sense strengthened by our togetherness and heightened by the sharing of the noble values will certainly assist in facing the monumental challenge of transforming, and ultimately shaping the journey of 1Malaysia into reality and success.
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| Last Updated on Monday, 26 April 2010 09:46 |