Monday 29 th April 2019 – ASEAN PR Network in collaboration with Institute PR Malaysia held The 2 nd ASEAN PR Conference in Kuching Malaysia on Monday, 29 th of April 2019. The Gathering of ASEAN and global PR professionals (comprising members from APRN, IPRM, GA, IPRS, PRSP and PRIA) presented the FOUR (4) KUCHING COMMUNIQUES:
1. DIGITAL MINDSET
The change in the communication landscape requires a change in the PR mind- set. PR personnel should be trained and agile enough to respond and take advantage of technology to become drivers in the internal and external environments.
There is a need to embrace technology by owning digital assets such as social media presence because the currency of the media, the owners of mainstream media and audience expectations are in new uncharted territories vis-à-vis the Internet of Things, Big Data and Artificial Intelligence.
Cultivating and developing conversations and effective storytelling with stakeholders are critical for sustainable businesses. Articulating an honest and transparent form of effective storytelling is crucial to maintain the integrity of the PR profession, which has social responsibility as guardians of confidence. Cross-Business Unit Teamwork and speed is crucial especially during a crisis when events unfold live through the social media.
3. MOVING FORWARD
The use of videos, Artificial Intelligence and Virtual Reality, as strategic tools by PR professionals, is key as the framework for communication is now unencumbered by geographic boundaries and time lag.
New skills are required in this most transformational time where ethics and professionalism need to be aligned with exponential changes in the PR ecosystem PR professionals must be brave to face the opportunities that the digitalization has brought. It is also a chance to be leaders of the cultural change that the new digital world triggers.
ASEAN PR Network, and its Public Relations and communications professional members have social responsibility for:
a) The influential role they play in social attitudes and perceptions, especially with the rapid use of technological tools and platforms
b) Ensuring their influence and communications are not detrimental to an individual or communities status or standing in society, isn’t racist, derogatory, disrespectful or doesn’t incite harm or violence