Kuala lumpur: Former Prime Minister Datuk Seri Dr Ismail Sabri Yaakob emphasized that today's challenges extend beyond economic competition to include the crucial ability to build trust through effective communication based on integrity. He noted that the value of an organization is now determined not just by its achievements and performance but also by its capability to communicate effectively during both prosperous and challenging times.
According to BERNAMA News Agency, Dr Ismail Sabri highlighted that in the current digital age, connectivity among people has increased, making trust the most valuable asset. He remarked, "If the 20th century was an era of economic competition, the 21st century is an era of trust competition, which can only be built through communication that is grounded in integrity," during the launch of the World PR Day 2026 celebration at Taylor's University.
He further elaborated on the evolving role of public relations (PR) practitioners, who are now seen as strategic partners in shaping narratives and managing the reputation of organizations and their leaders. Reflecting on his experience during the COVID-19 pandemic, Dr Ismail Sabri recounted how communication played a pivotal role in the success of policies, as he frequently addressed the media to clarify changes to standard operating procedures (SOPs) and provide precise information to prevent confusion.
Dr Ismail Sabri also advised PR practitioners to master artificial intelligence (AI) technology to swiftly analyze public sentiment, while ensuring that its application remains true to human values. He warned about the new challenges posed by technological advancements, such as fake news, manipulated content, and deepfake technology, which complicate the public's ability to discern facts from falsehoods.
He expressed his support for the government's initiative to develop the AI Governance Bill, aimed at addressing misconduct and digital ethics issues, with a particular focus on mitigating threats from fake news and technology misuse.