KUCHING: Credibility has become the most valuable currency in public relations, and Malaysia’s practitioners are being urged to prove it through professional accreditation.
The Institute of Public Relations Malaysia (IPRM) said the Accredited in Public Relations (APR) title is now recognised as a benchmark of excellence, requiring practitioners to meet rigorous standards in knowledge, ethics and strategic capability.
Its Accreditation Board Chair, Professor Datuk Seri Dr Syed Arabic, said that accreditation equips practitioners to navigate complex communication landscapes with wisdom, foresight and credibility.
“For the past fifty years, IPRM has been propagating this benchmark for the industry, similar to other professional bodies globally, including in Singapore, Indonesia and the Philippines,” he said.
In light of this, several professionals who have earned the accreditation said it has enhanced both their careers and the industry.
Public Works Department Sarawak, Corporate Communication Manager at Pan Borneo Highway, Sahrein Maloh, said it validated expertise and strengthened professional credibility.
“Pursuing APR certification not only enhances career prospects but also fosters continuous professional development,” he said.
Meanwhile, Sri Pelancongan Sabah Senior Sales and Marketing Manager Cassie Forsythe said it had deepened her sense of responsibility.
“Accreditation empowers communications professionals with the knowledge, tools, and recognition to make a greater impact and to build stronger, more trusted brand presence,” she said.
For senior PR consultant Azza Pawanchik, the accreditation sharpened her practice and proved valuable in her work with public listed companies.
“Accreditation gives practitioners that added confidence and recognition to carry the profession forward,” she said.
Commenting on this, Deputy Chair of IPRM’s Accreditation Board Doris Lim said that the APR designation is awarded through a structured process requiring IPRM membership, a detailed application, submission of two case studies or research, and an in-depth interview with senior practitioners.
Successful candidates, she added, earn the right to use the APR title and join a network of professionals committed to raising industry standards.
“Accreditation is not just a credential, it is a commitment to the highest standards of our profession.
“It gives practitioners the confidence to lead with credibility and contribute meaningfully to society,” she said.
The next accreditation cycle is now open, with applications due by September 12, 2025, panel interviews on September 22, and the awarding ceremony scheduled for October.
