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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