KUCHING: The evolving strategic role of public relations (PR) in leadership, reputation and trust-building took centre stage at The PR Show 2026.
Themed “WHO ARE WE? Understanding Public Relations Beyond Publicity”, the programme brought together about 60 public relations practitioners, strategic communication professionals and media representatives to share their experiences and discuss the changes shaping the profession.
Among those who took part was AZAM Sarawak Chairman and Regional Corridor Development Authority (RECODA) Chief Executive Officer, Datuk Ismawi Ismuni, who spoke during the session “Connecting Policy, Progress and People.”
Drawing on nearly four decades of experience in public service, socioeconomic planning and regional development, Ismawi shared a leadership perspective on how communication can bridge the gap between policies, development implementation and the community.
The discussion also highlighted the need to view progress not merely through figures, investments or completed projects, but also in terms of how far development is understood, felt and benefits the people.
SMD Semiconductor Strategic Communications Head and AZAM Sarawak Co-opted Board Member, Syeliza Basri, who brings experience spanning broadcast journalism, ministry communications, government strategic communications and corporate reputation management.
Founder of ANCHR AI Labs from Singapore, Soh Wan Wei, meanwhile, shared her perspective on how PR can move beyond merely securing media coverage towards building participation, relationships and communities.
She also highlighted the SG–Sarawak AI Business Design Hackathon 2026 as a case study of how communication can be used to drive participation and build continuity beyond a programme.
The PR Show is one of the initiatives under AZAM Sarawak’s Strategic Communication Committee for the 2026–2028 term, aimed at strengthening the role and direction of strategic communications within the organisation.
The programme also raised questions about the position of the PR profession in the era of AI, changing audience behaviour and growing demands for trust and organisational accountability.
