KUCHING: Efforts to strengthen professionalism and networking among public relations (PR) practitioners in Sarawak have gained new momentum with the signing of a Memorandum of Understanding (MoU) between Angkatan Zaman Mansang (AZAM) Sarawak and the Institute of Public Relations Malaysia (IPRM).
The signing, held in conjunction with The PR Show 2026, paves the way for more structured collaboration in professional development, competency enhancement, knowledge and expertise sharing, as well as networking among communication practitioners.
The initiative is also being spearheaded by director of IPRM Sarawak, Sahrein Maloh in recognition of the need for a closer and more structured professional network for the local communications community.
It will also provide practitioners in Sarawak with wider access to IPRM’s national professional network, while creating a platform to discuss issues and developments affecting the profession.
According to Sahrein, the rapid development of artificial intelligence (AI) has made the role of PR increasingly important in safeguarding credibility, ethics and trust in an increasingly digital communication environment.
“AI may manufacture infinite content in seconds, but it cannot manufacture credibility. In an era where digital noise is cheap and skepticism is the default, public relations is no longer just about generating visibility—it is the indispensable guardian of truth, ethics, and human trust,” he said in his speech at The PR Show 2026 at Star On Stage (SOS) on Wednesday night.
For AZAM, the collaboration is closely aligned with its role as an organisation that uses communication to enhance public understanding and engagement with Sarawak’s development.
AZAM Sarawak Strategic Communications manager Mohd. Hassnal Hakim Junaidi said the collaboration with IPRM was not merely about institutional networking, but also represented an investment in the people carrying out communication functions.
“For AZAM, communication is part of our core function. Therefore, if we want more effective communication, we also need to invest in the people who carry it out.
“Collaboration with IPRM provides opportunities for AZAM staff to continuously enhance their competencies and learn from a wider professional network. At the same time, we want these opportunities to reach the next generation through AZAM Young Souls,” he said.
He said the collaboration should not benefit AZAM alone, but should also create opportunities for the wider PR and communications community in Sarawak.
The collaboration will also be utilised to develop AZAM’s workforce, including through exposure to strategic communications, media relations, issue and reputation management, crisis communications, stakeholder engagement and other areas related to current communication needs.
At the same time, AZAM Young Souls (AYS) will serve as one of the platforms to broaden exposure among young people through knowledge sharing, skills development, mentoring and interaction with industry practitioners.
