1. LECTURE 4 Professionalisation of Corporate Communication

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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.

9. 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

10. 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

11. 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’

12. 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

13. 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

14. 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

15. 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

16. 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?

17. 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