Yes Minister, it’s integrated communication, not PR!

AT the outset, the caption begs the question: why do we still speak of public relations (PR) from an almost restrictive perspective, as though we are oblivious to the swift changes occurring in the ecosystem that is reshaping the media and information landscape?

PR was formerly thought to be the key to clearing up misconceptions and miscommunications among stakeholders and spreading information in the hope that it would enlighten the target audience and win their support and endorsement.

However, it appears that many are trapped in the past and still reliant on the text-book approach.

Early PR negates the need for any significant effort to create and carry out sector-specific programmes independently and in silo, minimally engaging in organised communication externally with entities outside of its area of interest.

Planned and efficient communication was rarely discussed, and PR served as the standard reference, even though what it provided was basically a feature of the hierarchical information distribution system of a top-down approach to dissemination of information and messages.

Yes, Minister.

Basic PR

A simple-and easy-to-understand way of describing PR is that it is the process of controlling and sharing information with the public on behalf of a person, group, or organisation – a business, a non-profit, or a government agency – with the goal of influencing public opinion and fostering relationships based on shared values and understanding.

This is the essence of PR, although some choose to problematise the definition and look beyond that and encroach on non-PR domain of activities. That obliterates the concept of PR and confuses it with other management functions.

Yes, Minister, there’s no denying that PR was formerly viewed in that manner.

I too grew up as a student studying social anthropology, deeply embedded in the belief that PR could bridge the information gap, and improve the standing and image of the organisation concerned.

All that has changed. That change was apparent when I took up a five-year adjunct lectureship on Media and Communication Studies at a local university, during which some colonial-time theories were challenged and debunked, and when some contemporary cases with fresh perspectives came alive in the lecture room.

With changes come the need to review the roles and functions of PR within the broader context of communication. This where interfacing of functions and interlocking of relationships between different economic sectors and government agencies are giving rise to increased integration of planning values and initiatives and policy thrusts across the sectors.

Changing environment

A growing emphasis on green transformation and the impact of digital technology on all major sectors of the economy is being demonstrated by the visionary leadership of Premier Datuk Patinggi Tan Sri Abang Johari Tun Openg, and the new policy thrust of the Sarawak government, with the most important factor being the unwavering spirit to break new ground.

Yes Minister, all of this ought to provide a fresh, dynamic framework for communication, allowing it to re-evaluate and clarify its functional connections.

In order to achieve a more expanded common goal for Sarawak, strategic planning and programme execution are carried out in an integrated and measured manner in this dynamic and ever-changing context.

This is done by including important economic growth sectors through an interconnected communication network.

PR as a component of communication will have to adjust and respond accordingly and it cannot function independently outside the broader framework of integrated communication.

Strategy and integration

Yes Minister, two keywords spring to mind: ‘strategy and integration’, and they must now operate as the foundation and drivers of effective communication that enables the principal group users to brave the challenges and opportunities of the changing times.

Communication must rise to the new trajectory and assume a more strategic functional character and role and be widely acknowledged in its new nomenclature as ‘strategic communication’.

By doing this, strategic communication gains a legitimate position in the development framework and serves a purpose over the whole developmental spectrum.

As in the planning of development for Sarawak, where the Premier departs from the conventional approach and embarks on bold initiatives at greening transformation and achieving renewable energy, strategic communication must also rise to the occasion and be flexible and responsive.in to the changes in development priorities or policy direction.

‘Understanding of subject critical’

This calls for a comprehensive understanding of the subject matter and the need to engage in research that covers the communication process components and the involvement of the sectors or government agencies.

Consider the Carbon Capture Storage (CCS) as an example of a new development and policy initiative that needs significant work to educate the public and the industry about its significance in promoting sustainability and combating climate change.

On the afore-mentioned case in question, the communication planners and executors are among the first who must understand the subject and changing dynamics in the ecosystem.

Research needs to be done before starting any organised attempt to put in place a strategic communication programme.

The entire spectrum of activities, such as planning, education, media planning and utilisation, interpersonal communication, and pertinent organisations like the Sarawak Energy Bhd, Ministry of Utilities, captains of industry, and numerous other players who are either directly or indirectly involved in maintaining a sustainable environment, may be included in this programme.

Integrated communication from UN perspective

The term ‘strategic integrated communication’ has gained traction in most advanced economies and fast developing economies in South East Asia are following suit. Even United Nations (UN) organisations, finances and programmes employ communication for development strategies, according to the UN Development Programme (UNDP).

It demonstrates how UN offices, initiatives and funding include and advance development communication in their operations through an integrated approach.

The UNP’s approach does not include PR as a means of encouraging public engagement in community development. It, however, functions inside the more comprehensive integrated communication structure.

The growing global acceptance of the term ‘strategic integrated communication’ has found endorsement in leading universities such as London School of Economics, University of London, School of Oriental and African Studies, London, Loughborough University, University College London), University of Warwick, University of Surrey University of Birmingham and University of Liverpool, where undergraduate and postgraduate degree courses as well as research on communication are offered.

Integrated communication is more crucial today than ever right now. The growing digital content ecosystem has made many more effective avenues of communication available to stakeholders, government agencies, private sector bodies and communities.

An integrated communication strategy helps the government agency deliver a cohesive message across digital and traditional channels to engage audiences, build and sustain trust and provide a positive brand experience.

In other words, it increases participatory engagement of the community and strengthens the participatory base.

Although the majority of governments agree that communication is a crucial tool, very few give considerable thought to how to set up the communications system.

In actuality, it is more of an afterthought than a true collaborator in the development of strategy. Making this error might have costly repercussions.

Complex environment

Governments work in a complex, dynamic domestic and international environment that is influenced by political rivalry, socio-economic and geopolitical developments, shifts in public opinion, and technical advancements.

Effective integrated communications may help governments pursuing their own goals manage these currents.

However, a tiny mistake, like using the wrong image in a tweet or saying something dumb to a journalist, might trigger a backlash or derail a strategy.

Yes Minister, so henceforth, let’s speak of strategic integrated communication and step up effort to establish it as a fundamental component of development strategy and continuity.

* Toman Mamora is ‘Tokoh Media Sarawak 2022’, recipient of Shell Journalism Gold Award (1996) and AZAM Best Writer Gold Award (1998). He remains true to his decades-long passion for critical writing as he seeks to gain insight into some untold stories of societal value.