Handle criticism appropriately to avoid negative outcomes - Awal Ashaari

BANGI: Effectively managing criticism without succumbing to a swift defensive response or getting "koyak" in triggering situations is the biggest challenge for those involved in today's entertainment industry, especially when confronted with negative comments from netizens on social media.

Although criticism has become a part and parcel of being a celebrity, not all of them possess the ability to accept it with an open mind, leading some to fall prey to depression.

Popular TV host Awal Ashaari, 42, admitted to finding it hard to manage criticism in the early years of his career two decades ago, often responding emotionally, especially when it involved his professional life.

However, he said that as he matures and gains more experience, he becomes more adept at handling negative comments or criticism with composure.

"Putting emotions into our actions reflects immaturity and can lead to negative consequences.

"If handled appropriately, it can offer a rather straightforward solution," remarked Awal, whose real name is Ahmad Awaluddin Ashaari.

He said this during a programme titled "Menangani Krisis, Membina Reputasi" (Managing Crises, Building Reputation) organised by students of the Communication Management Master's Programme (Crisis Communication Course) at Dewan Perdana, Universiti Kebangsaan Malaysia, recently.

Married to celebrity Scha Al-Yahya, Awal shared that, in the face of criticism, he draws inspiration and strength from individuals close to him, such as his wife, family, and media colleagues who understand the entertainment industry well.

While criticism is frequently perceived as a weakness, Astro Malay entertainment content development strategy vice president Raqim Ahmad viewed it as essential, particularly in enhancing the quality of the programmes produced.

This is because audience feedback, including constructive criticism, plays a vital role in ensuring the success of a programme and prevents it from becoming "syok sendiri" (self-indulgent).

"If we don't listen to the audience's feedback, we might get too comfortable and think we're always right. Yet, I won't read comments while the programme is running. Viewer comments and criticisms can sometimes be quite nasty and have an impact on our emotions," he said.

With nearly 20 years of experience in TV show production and having worked on programmes such as Gegarvaganza, Big Stage, and The Masked Singer Malaysia for Astro, Raqim said that the crucial element in handling criticism is to remain composed and steer clear of hasty reactions.

He added that, to address viewer criticism, he relies on a marketing team to analyse and formulate feedback before making any improvements.

"When dealing with a crisis, the most important thing is not to panic and react too quickly, especially in the age of social media.

"We need to take a break and evaluate the situation first. Usually, I will look at it from two perspectives, whether the crisis is within our control or beyond our control, because the way we handle it will be different," he said.

The programme, which lasted for more than an hour, also featured renowned businesswoman Noor Neelofa Mohd Noor.

-- BERNAMA

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