I guess not many people are aware that the role the Department of Information in government public relations stretched back to as early as 1940s before Malaysia achieved its independence in 1957. The department set up during the British administration became the public relations arms of the government then to disseminate information to win the hearts and minds of the people against the communist terrorists who were fighting for their cause.
If you are familiar with Grunig and Hunt theory you would realize that the model adopted by the Department at that time was press agentry/publicity and public information, which is mainly one-way information flow in the distribution of publicity and information materials to create awareness of what the authorities were doing for the people in terms of security protection.
After Independence the Department continued to play an important role to create public awareness of government policies aimed at bringing about harmony, stability and progress for the people. The approach taken by the department later was more on inter-personal communication through meet the people session in rural areas including through screening of special documentaries of films produced by Filem Negara (national film unit) to add a visual impact of what the government did or was trying to do for the people. Those of my generation would remember the tiger symbol of the film unit that became popular among the audiences. This approach was in fact a two-way asymmetrical communication model that saw feedback being gathered from various publics. However, there were more persuasive elements to tackle the targeted audiences. Indeed it has taken the Department an active role to manage public perception towards the government and in ensuring that the people supported the government's policies to bring about development for the people.
Today after more than 60 decades of its existence the Department is considered still relevant despite technological and communication advancement which to some may see the Department as redundant. However, the Department must continue to make adjustment especially in the current context of the new media where there is greater demand for transparency and openness. Unless the Department is prepared to make changes or adjustments I am afraid it might not progress the way the nation would expect it in meeting the increasing challenges of the globalized era. Its future would hinge very much on greater professionalism and commitment towards such demands!!
If you are familiar with Grunig and Hunt theory you would realize that the model adopted by the Department at that time was press agentry/publicity and public information, which is mainly one-way information flow in the distribution of publicity and information materials to create awareness of what the authorities were doing for the people in terms of security protection.
After Independence the Department continued to play an important role to create public awareness of government policies aimed at bringing about harmony, stability and progress for the people. The approach taken by the department later was more on inter-personal communication through meet the people session in rural areas including through screening of special documentaries of films produced by Filem Negara (national film unit) to add a visual impact of what the government did or was trying to do for the people. Those of my generation would remember the tiger symbol of the film unit that became popular among the audiences. This approach was in fact a two-way asymmetrical communication model that saw feedback being gathered from various publics. However, there were more persuasive elements to tackle the targeted audiences. Indeed it has taken the Department an active role to manage public perception towards the government and in ensuring that the people supported the government's policies to bring about development for the people.
Today after more than 60 decades of its existence the Department is considered still relevant despite technological and communication advancement which to some may see the Department as redundant. However, the Department must continue to make adjustment especially in the current context of the new media where there is greater demand for transparency and openness. Unless the Department is prepared to make changes or adjustments I am afraid it might not progress the way the nation would expect it in meeting the increasing challenges of the globalized era. Its future would hinge very much on greater professionalism and commitment towards such demands!!
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