Kuala lumpur: Tengku Permaisuri of Selangor Tengku Permaisuri Norashikin has called on public relations practitioners to play a pivotal role in fostering unity and trust in an era of rapid change and digital transformation. Her Royal Highness emphasized the importance of communication in today's world, which is marked by uncertainty and rapid changes. She noted that communication helps societies find common ground, leaders inspire hope, and communities face shared challenges.

According to BERNAMA News Agency, Tengku Permaisuri Norashikin addressed these issues at the Global Public Relations Conference and Festival Malaysia 2025 (GPRCFMY 2025), stressing that the narratives and values promoted will shape the world's view of the region as a community built on mutual respect and shared responsibility. She emphasized the transformative role of artificial intelligence, data, and digital tools in communication, cautioning that technology's effectiveness is determined by the intent behind its use.

Her Royal Highness further stated that true progress in communication is rooted in authenticity, sincerity, and values rather than algorithms, speed, or visibility. She urged that messages should be grounded in honesty and humanity, campaigns should foster understanding, and platforms should serve value rather than vanity. Communication that is guided by conscience, she noted, has the power to heal, rebuild trust, and renew hope.

During the event, Tengku Permaisuri Norashikin inaugurated the PRactitioners' website and the Code of Ethics and Integrity in Public Relations. This document was authored by Prof. Mohd Said Bani C.M. Din, a notable figure in Malaysia's public relations and strategic communications, and published by PRCA Malaysia.

The conference, organized by the Public Relations Practitioners Society of Malaysia (PRactitioners), is a three-day event that commenced yesterday. It gathers over 500 communication leaders, media professionals, policymakers, and academics from Malaysia and abroad. With the theme 'Humanity Amplified: Redefining Public Relations in the Age of Intelligence', the event aims to explore the coexistence of trust, ethics, and technology in modern communications through dialogues, masterclasses, and plenary sessions designed to enhance global communication excellence.