PRCA Malaysia re-elects Bani for third term, prioritises AI governance
The Public Relations and Communications Association (PRCA) Malaysia has elected a new leadership team focused on professional ethics, artificial intelligence guidelines and industry collaboration. Prof. Mohd Said Bani C.M. Din, founder of bzBee Consult, returns as President for a third consecutive term following the association's 28th Annual General Meeting on March 16.
Grace Chiam of BrandCulture becomes Vice President. Stefanie Braukmann of Strategic Public Relations Group continues as Honorary Secretary, and Lydia Chia of ROOTS PR takes the role of Honorary Treasurer. The committee also includes Andy See, Zuraida Malek and Zalina Abdul Aziz.
Ethics pledge signals industry direction
Members signed an Integrity Pledge reaffirming commitment to the PRCA Code of Ethics and Integrity. The pledge connects to the "Ethics Blueprint: Public Relations Practitioners' Code of Ethics and Integrity," officially launched last year by the Permaisuri of Selangor.
Prof. Bani said the role of communications professionals has become more strategic as misinformation and digital disruption intensify. "PRCA Malaysia will continue to champion professionalism, ethical practice and thought leadership to ensure that our industry remains credible, responsible and future-ready," he said.
AI governance tops 2026-2028 agenda
The new leadership will develop industry guidelines on responsible artificial intelligence use in communications. The association plans to expand professional development platforms and strengthen collaboration between practitioners, academia and policy makers.
Other priorities include expanding the Malaysia Public Relations Awards, introducing industry forums on AI governance and media transformation, and launching mentorship programmes for young professionals.
Vice President Grace Chiam said the profession is changing quickly. "PRCA Malaysia will continue to create platforms that encourage meaningful dialogue, knowledge exchange and collaboration across the industry," she said.
For PR professionals working with emerging technologies, AI for PR & Communications resources can help navigate these evolving standards. The AI Learning Path for Public Relations Specialists offers targeted training aligned with industry governance priorities.
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