LECTURE 4 Professionalisation of Corporate Communication

Three professional associations Nation’s institute of public relations (CIPR, PRSA, IPRM) An international body for business communicators (IABC) Consultants’ professional association (PRCAM)

Institute of Public Relations Malaysia (IPRM) founded in March 1962 by a group of PR practitioners from commerce and government. aiming to achieve professional status for public relations Dato’ Mohd Sopiee Sheikh Ibrahim as the first president

Institute of Public Relations Malaysia (2/5) Since the 1990s, IPRM was led by Professor Hamdan Adnan and Professor Dr Syed Arabi Idid Establishing Federation of ASEAN Public Relations Organisations (FAPRO) Formation from Indonesia, the Philippines, Malaysia, Singapore, and Thailand

Institute of Public Relations Malaysia (3/5) Since the 1970s, the IPRM has been strongly supported and influenced by senior government to propagate government policies to the public Organising a number of events, seminars & conferences

Institute of Public Relations Malaysia (4/5) Since early 2004, Shameem Abdul Jalil, a president of the IPRM & Communication Director of Public Bank A new website for the IPRM was launched on 28 March 2004 organising lectures based on vocational or practical skills rather than providing a sound theoretical base

Institute of Public Relations Malaysia (5/5) having the Best Malaysian Newsletter Award to encourage Malaysian companies to perform to the best practice standard in publishing newsletters a new publication, IPRM Newsbytes Supported by PR expatriates The IPRM today, the oldest and largest PR association in Malaysia, is responsible for shaping the profession

International Association for Business Communicators (IABC) was launched in 1970 with the aim of increasing public relations professionalism The professional body has 120 chapters in 14 countries In Malaysia, the global communication association was officially established in 1992 by a group of communicators from public relations, advertising, investor relations and marketing.

International Association for Business Communicators (2/5) has 42 communication practitioners promoted continuous professional development and relevant training programmes a bi-monthly journal, Communication World, and a monthly e-newsletter, CW Bulletin stimulates networking opportunities among business communicators

International Association for Business Communicators (3/5) Since early 2004, Ghazalie Abdullah as president responsible for a range of functions such as continuous professional development, special events, memberships, accreditation, and regional board activities in 2005, the ‘Silver Quill Awards’ : communication management, communication skills and communication creative

International Association for Business Communicators (4/5) Three main programmes - the ‘Best Practices for Effective Communication Conference 2004’ ‘IABC Accreditation Workshop’ ‘Malaysia IABC Gold Awards Competition 2004/2005’ ‘IABC LI Malaysia’

To build the brand, value, membership and funds of the Malaysia Chapter To equip business communicators with professional skills by focusing on creativity, strategic planning and management, to encourage innovative ideas about how to improve various areas of communication management such as public relations, investor relations, marketing communication, and advertising to improve the standards of professionalism in communication among business communicators

Public Relations Consultants’ Association exclusively established for PR consultants to protect their clients and also equip PR consultants with substantial and credential knowledge required In 2000, PRCA, UK has produced the Consultancy Management Standards (CMS) that are compulsory for their members to abide by

PRCA focuses their services on several underlying areas gaining high profits and reducing establishment costs, retaining existing clients, winning brand new clients, improving practitioners’ knowledge and personal competencies, retaining qualified staff, and improving negotiation position

the International Communication Consultancies Organisation a global communication consultancy, that was established in 1986 to support more than 850 consultancies in 24 countries This association also applies CMS to enhance the uniformity of practitioners’ knowledge and competencies. This will help to improve the quality of services provided

SCL-tour based activity Visit the website of one or two of professional associations of public relations or communication management. Discuss the missions and objectives of the association. What are the benefits of joining that particular association? Why IPRM is viewed as an exclusive professional body emphasising on public relations?

SCL-Review Based Activity Nowadays, with regards to the global economic supremacy, every countries injects billion of dollars in human capital. What do you understand by “brainpower”? Why do MNC & GLC need new breed of highly skilled workers to sustain and improve their corporate reputation? Discuss the professional development program in corporate communication to educate young executives to be world class workers. Note: MNC – multinational corporations GLC – government linked corporations