Zuraida Malek, project management director of the upcoming Global Public Relations Conference and Festival 2025, said issues like the haze should be seen as an opportunity for collaboration rather than triggers for blame.

“Instead of constant finger-pointing, countries like Malaysia and Indonesia should use the opportunity to work together,” she told FMT.

Indonesia claims that not all of the haze affecting Malaysia originates from its territory, despite Malaysia blaming the pollution on fires in Indonesia and sending letters on the subject.

Zuraida cited joint campaigns like the Malaysia-Singapore tourism promotion as an example of how PR can ease tensions and promote cooperation.

She also suggested reviving regional cooperation with a new Asean Green Initiative to replace older agreements that have lost momentum.

Shared culture can unite Asean communities

Zuraida said PR campaigns leveraging shared culture could help unite communities across borders.

“People across Asean can come together in PR campaigns through cultural festivals to ignite and strengthen ties,” she said, citing food, music and traditional attire as key uniting factors.

“We have so many similarities in Asean. Food like rendang, traditional clothing like batik, and shared music – these are uniting factors that we should celebrate together.”

She also recommended dual messaging strategies, one for domestic audiences and another for international counterparts, during sensitive negotiations, with NGOs and community
leaders helping to tailor messages.

The inaugural conference, organised by the Public Relations Practitioners’ Society of Malaysia (PRactitioners), will be held at the World Trade Centre Kuala Lumpur from Nov 13 to 15.

Topics such as ethics, data protection and cultural sensitivity will feature prominently at the conference.

For more information, visit www.gprcfmy.com

FMT is a media partner of the Global Public Relations Conference and Festival.