KUALA LUMPUR — Has the Community Communications Department (J-Kom), an agency tasked with disseminating information on the benefits and development of government programmes to the people, “strayed” from its intended purpose?
These concerns stem from assertions made by various parties regarding its purported shortcomings in effectively disseminating news about government policies, particularly those centred around the welfare of the people.
Public Relations and Communications Association of Malaysia (PRCA) Malaysia president, Professor Mohd Said Bani CM Din, said that the agency should carry out its function in promoting government programmes – especially during the recently-concluded elections – from the beginning, not at the eleventh hour.
“J-Kom’s ‘failure’ is in the agency’s delivery system which glorifies or highlights individuals, such as national leaders ahead of the elections, instead of promoting what the government has implemented for the people to a point where they could feel its benefits,” he told Scoop.
“It should have highlighted the programmes’ benefits consistently from the beginning (of an administration), and the effort should be continuous. This is not just for the present government, but any government for that matter.”
Said pointed out that every representative should also be consistently proactive in their respective constituencies, as they play an important role in sharing what the government implements, whether at the state or federal level.
However, he added that the reality is that the government agency’s weakness could be due to placing individuals who lack the experience and knowledge to handle certain issues.
“I am not referring to a (particular) CEO or a director, I am saying this based on what has happened,” he said.
Meanwhile, former Balik Pulau MP, Mohd Yusmadi Mohd Yusoff, suggested the government conduct a holistic mid-term review of its delivery system, including at J-Kom, to ensure the government’s administration runs smoothly over the next five years.
“It is timely for Prime Minister Datuk Seri Anwar Ibrahim, as the captain of the government, to hold the mid-term review as this matter cannot be done on a piecemeal basis.
Yusmadi said the review must be followed up with proper action, especially after the recent polls, to identify any weaknesses and to better prepare for upcoming elections.
Asked about the criteria of individuals who should be appointed to lead such government agencies, Yusmadi said this involved a combination of expertise with a “right formula”.
He added that each portfolio must be delegated to individuals with specific tasks to streamline agency affairs, and not be too layered.
“For (political) party affairs, it requires someone truly dedicated to helping to build a party. In Indonesia, party committee (members) are not elected as ministers, so we may have to learn from successful political party models,” he said.
Previously, Johor’s Skudai assemblywoman Marina Ibrahim called for the removal of Datuk Mohammad Agus Yusoff as J-Kom director-general.
Marina, who is Johor DAP’s assistant publicity secretary, tweeted that the federal government has introduced numerous benefits and incentives to assist the people, but these efforts have not been effectively communicated to the public. — August 16, 2023