PRCA Malaysia to strengthen efforts for enhanced industry recognition with a new President and EXCO line-up

Commenting on his new role, Prof. Mohd Said Bani said, "Assuming the role of President imposes a great deal of responsibility but I believe with the support of the new EXCO and all members, we will be able to achieve our set objectives. I am deeply humbled by the trust given to me and shall regard it a duty and privilege to advance PRCA Malaysia with the greatest rigour.

“PRCA Malaysia will continue with efforts towards enhancing recognition for Public Relations practitioners and their role to generally maintain reputation, create or change perception of organisations in the years to come. Along with this, it is also our hope that there will be enhanced recognition on the importance of communications in facilitating the achievement of our clients’ corporate objectives.

"Despite the challenges that come, communicators are still required to ‘deliver’, yet must ‘adapt’ to changing circumstances and the environment brought about by these challenges. We need to recognise all the efforts of both PR consultants and in-house practitioners, especially during times of crisis as we had all faced in the last 2 years. We were the ones who kept the stories alive, to ensure that the ‘locked down’ communities obtain current and correct news,” he added.

Prof. Mohd Said Bani is the founder and owner of bzBee Consult Sdn Bhd and is highly experienced in the areas of Strategic Communications, Crisis Communications, Stakeholder Management, Government Relations, Marketing, Branding, Social Media as well as Training in all related fields. A well-established industry practitioner with a strong passion for “knowledge sharing”, he is also an Adjunct Professor at Taylor’s University, School of Media and Communications. He graduated with an LL.B. (Honours) from the University of Sheffield, United Kingdom and continued to pursue his professional course at Oxford.

His professional experience of over 30 years is wide-ranging and includes Diplomatic Services, Commercial Advisory and Cross-Border Negotiations, Legal Advisory and Negotiations, Entertainment, Media and Broadcast Advisory services as well as Events and Artiste Management.

In line with efforts towards enhancing the professionalism and recognition of the communications industry, the association is developing a Code of Conduct & Ethical Standards for the industry to serve as a point of reference and guide for the profession.

Prof. Mohd Said bani said, “PR Agencies have the vast power to shape narratives across politics, businesses and other domains and we require a reliable guide for PRCA members to ensure they fulfil their obligations within the boundaries of ethics.”

PRCA also plays an important role to implement various professional upskilling and talent development initiatives for the industry and organises key events such as the Malaysia PR Awards (MPRA) and Malaysia PR Summit to aspire talents in the industry. The 2022 full Committee line-up includes Mr. David Lian – Vice President (Zeno Group); Ms Stephanie Braukmann - Honorary Secretary (Strategic Public Relations Group); Mr. Felix Heinimann – Honorary Treasurer (Essential Business Malaysia); and EXCO Members, Mr. Andy See (Perspective Strategies); Mr. Blake Hoo (Weber Shandwick Worldwide Malaysia) and Miss Crystalbelle Lau Lay Yee (VOX Eureka).