Shaping the future of Public Relations
Monash University Malaysia launched a new Public Relations Major to prepare students for a communications industry increasingly shaped by artificial intelligence (AI), digital platforms and changing expectations around trust and reputation.
Guest and participants of the Public Relations Major and IPRM CHALK Panel Discussion.
Offered by the School of Arts and Social Sciences, the major is designed to equip students with knowledge and practical skills in digital communication, AI, reputation management, crisis communication, and strategic storytelling.
The launch, held in collaboration with the Institute of Public Relations Malaysia (IPRM), brought together academics and industry practitioners to examine how the role of PR professionals was evolving in Malaysia, while highlighting IPRM's broader mission to drive professional continuous development, administer the Accredited in Public Relations (APR) qualification, and nurture the next generation of communications talent through its extensive network of student chapters (IPRMSA).
The event featured a keynote address from Jaffri Amin Osman (President of IPRM). During his speech, Jaffri emphasised that professional success in public relations is driven by the philosophy that a person's network is their net worth. He highlighted several core competencies required for modern practitioners such as being strategic, quick, unique, agile and navigating diverse environments ranging from government relations and parliamentary work to managing large-scale CSR programs globally.
Jaffri Amin Osman (President of IPRM) emphasised that professional success in public relations is driven by the philosophy that a person's network is their net worth.
“You got to understand your stakeholders. You got to build your trust through good messaging. You got to be agile and use the appropriate tools. And you have to do research, research, research,” he shared.
The Public Relations Major was officially launched during the event, followed by the IPRM CHALK session, audience Q&A and a networking session.
The IPRM CHALK Panel Discussion, titled “Power, People & Platforms: The Future of Public Relations in Malaysia”, brought together perspectives from academia and industry across Artificial Intelligence, crisis communication, branding, reputation and media strategy.
The panel featured Professor Dato’ Sri Dr Syed Arabi Idid (Professor at IIUM and former IPRM President), Datin Sri Linda Chen (Chief Creative & Marketing Officer for BONIA and Braun Büffel), Datuk Suhaimi Sulaiman (Leadership and Crisis Communications Expert), Eizaz Azhar (Managing Director of Tujuh Warisan Sdn Bhd), and Anneliza Zainal (Senior Communications Strategist and crisis management expert).
The diverse mix of speakers highlighted how different areas of communications were increasingly interconnected. AI, for example, was changing how organisations communicated, while digital platforms were creating new opportunities alongside challenges around trust, ethics, reputation and accountability.
Reflecting on the launch, Dr Tae-Sik Kim, Deputy Head of the School of Arts and Social Sciences at Monash University Malaysia, said, “Public relations is no longer just about managing press releases. It is about strategic communication, digital trust, crisis responses, and navigating new technologies like AI. This launch aims to prepare students for leading strategic initiatives in a transforming global market.”
Dr Tae-Sik Kim, Deputy Head of the School of Arts and Social Sciences at Monash University Malaysia explained the range from foundation subject to public relations and strategic crisis management.
The forum provided students and alumni with insights into current industry practices, emerging career opportunities and the skills needed to remain competitive in a changing communications environment. For industry practitioners, it provided a platform to exchange perspectives with academics and contribute to discussions on the future of the PR profession in Malaysia.
The launch also strengthened the relationship between Monash University Malaysia and IPRM, creating opportunities for continued engagement between students, educators and PR practitioners.