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B U K U : P E N G AM AL A N P E R H U B U N G AN AW A M
K E R AJ A AN D AN P O L I T I K M AL AY S I A
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 Information warfare (peperangan informasi): The efforts

done by certain parties that uses all sorts of
communication channels, especially the Internet, on
order to spread news and messages that might
influence their targeted public·s mind and perceptions.

 Purpose: Wanted to demoralize their enemies, and at

the same time to confuse the people for business or
military purposes.

 Information warfare methods: development

communication (u
niuasi pe
angnan),
propaganda, psychological war, social marketing,
advertising, advertorial, and others.
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 Made by the military and information technology

specialist together with communication experts.

 Internet was first introduced by the Pentagon or the

U.S. military for the purpose of information warfare.

 This leads to a point where the society now is easily

targeted by the those who launched the
information warfare.

 GPR practitioners play an important role in handling

this problem.
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 GPR practitioners need to be proactive,

knowledgeable, skillful and exposed to all scenarios
that might help them improve their abilities in
becoming great communication experts.

 GPR practitioners must enhanced their role in order

to protect the country and citizens from being
attacked by information terrorists.
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 à


 
s attite  eing ign rant
t ars the pic reqests and eing h stie r
nrien ith certain parties.

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 acu  expertise; i
pr per
rec gniti ns ere n t given  the ath rities;
rr
eth s an targete aience; an
negative perspectives.
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£ People are too busy with their daily lives activities. Thus,
have no time to participate or get involved neither with
government affairs nor to know about the public affairs.

£ Government thinks that people would most likely

contact them whenever there is an issue that involves
the public themselves. While, public assumes that the
government will take actions only if the situation is
critical.

£ Hence, GPR practitioners need to encourage the

society to get more involved with their national
administration affairs continuously provide informations
so that the government would be more alert with the
public.
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£ ace problems with the ¶Members of Legislature· that
are being unfriendly and do not understand the PR roles.
Sometimes they are even misunderstood.

£ In America, amendments to the law were even made,

which was ¶Gillette Amendments·, in order to avoid
misusage of PR in government.

£ In Malaysia, the ¶Institut Perhubungan Awam Malaysia·

(IPRM) need to play their role effectively by exposing
and providing proper training.
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£ Important so that the members of legislature or the
parliament would understand the importance of PR
in ruling the country, and not forgetting to get the
citizens· support.
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£ Are not given a high recognition, really small
opportunities to get promoted, and do not have
the power to make any decisions.

£ Have limitations in how far they are allowed to

advise the government.

£ By giving a much higher recognitions or perhaps

higher ranks towards these people, it will somehow
motivates them to give out their best in providing
best PR services towards the government and also
to the public.
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£ Lack of recognitions will definitely cause lack of
confidence and motivations among the GPR
practitioners.

£ Will compare and put themselves in a position

where it is lower than those PR who does not work
with the government.

£ Solution: giving higher promotions to them.

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£ This is due to their job position and salary that are

not worth with what they are doing and the
responsibilities that they are carrying.

£ At the end, this sort of feeling will affect their

performance.
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£ People would see GPR as propaganda. It happens
because GPR is more towards one£way
communication and less interactive.

£ GPR needs to improve on the two£way

communication and use it more frequent such as
by using radio, television, and even the Internet.

£ In their campaign, they also need to implement an

integrated communications and it has to be two£
way communication.
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£ Are seen as being too general in terms of their
campaigns does not have specific target
audience.

£ Therefore, they need to have a specific target

audience for each campaign.

£
ampaign strategies must be based on the target

audience·s interest and knowledge, by referring to
their demographics, educations, and others.
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£ Most of the issues are complicated and even
challenging.

£ In order to solve these complicated issues, such as unity

and national integration, it needs to be simplified.

£ The campaign must be easy to be understood and

interesting towards people out there.

£
urrent environment and making sure the message is in

accordance with the targeted people for that specific
campaign need to taken into consideration.