by Raziz Rashid
I was immediately impressed when I tuned into my Facebook account and saw the Prime Minister’s Office announcing its new daily press briefings. This initiative is a long-overdue improvement that finally gives the government an upper hand in combatting misinformation and fake news.
For years, the government struggled with managing narratives in an era where real and false news spreads within minutes.
Too often, official statements were released after speculation had already shaped public perception, making it difficult to correct misinformation.
During my time leading Corporate Communications at the Prime Minister’s Department, discussions were held on how to create a structured and real-time government communication strategy.
The challenge was ensuring that official messaging was delivered swiftly, accurately, and consistently so that the government remained the primary source of credible information rather than reacting to narratives shaped by external forces.
When the idea was first mooted, the challenge was not just about creating a structured government communication system but also about finding the right person to take on this responsibility.
Given Malaysia’s hierarchical, political and power structures, assigning such a monumental task was never straightforward. Few individuals were willing to stand at the forefront of daily government communications, knowing that every statement would be scrutinised and every word dissected.
A single wrong word delivered could mean the end of one’s career!
A Clear and Strategic Approach to Government Communication
The introduction of daily press briefings by the Prime Minister’s Office represents a transformational shift. Instead of allowing speculation to dominate public discourse, the government now has a direct and structured platform to address national concerns, clarify policies, and counter misinformation before it takes hold.
This approach marks a crucial step toward strengthening government transparency, credibility, and public trust.
At the core of this initiative is Tunku Nashrul Abaidah, the Senior Press Secretary to the Prime Minister, a non-political communicator responsible for delivering these briefings. His role is crucial, as having a professional rather than a politician at the podium ensures that the briefings remain focused on governance, facts, and policy implementation rather than political rhetoric.
The press briefings serve a larger purpose than just updating the public on the Prime Minister’s activities. They act as a first line of defence against misinformation, ensuring that people receive immediate and accurate updates from a trusted source.
In the fast-moving digital world, misleading narratives can shape public perception within minutes. Without a credible and immediate source of government information, speculation can dominate the conversation, making it harder to correct later.
This initiative ensures that official information is delivered consistently, reducing room for misinterpretation and speculation.
Instead of allowing third parties to shape narratives, the government now controls its own messaging in a timely and authoritative manner.
Lessons from Global Models
Structured press briefings have long been a key feature of government communication in leading nations. The United States, for example, has the White House Press Secretary who regularly engages with the media from the James S. Brady Press Briefing Room.
This approach ensures that government communication remains professional and fact-driven, reducing the risk of politically charged narratives. It allows the head of government to focus on governance while a trained spokesperson handles daily communication.
It also provides a structured and predictable channel for information, minimising confusion and speculation.
Malaysia’s Prime Minister’s Office press briefings follow a similar approach, but with a local adaptation to fit the country’s governance structure. Having Tunku Nashrul lead these sessions helps maintain credibility and professionalism, reinforcing the idea that these briefings serve the public interest rather than political agendas.
Challenges and the Weight of Responsibility on the Senior Press Secretary
While this initiative is a welcome change, it comes with its own set of challenges. One of the biggest risks is public fatigue. If the briefings become repetitive or fail to provide substantive new information, there is a possibility that the public will lose interest.
Worse, some may begin to view these briefings as an attempt to spin the news daily rather than a genuine effort to inform. This places immense pressure on Tunku Nashrul to ensure that the briefings remain relevant, engaging, and credible.
His responsibilities include maintaining public trust and integrity. Every statement he makes will be analysed. Any inconsistency or vague response could damage both his reputation and that of the government. He must handle media scrutiny with composure, as journalists and the public will examine every word.
His ability to remain clear, factual, and professional is essential. He must also strike a balance between transparency and strategic messaging.
While the government must be open with the public, sensitive political or diplomatic matters require careful handling. Finally, he must ensure alignment across government agencies. Inconsistent statements from different ministries often fuel misinformation, and his role requires coordination with other departments to maintain a unified message.
The success of these briefings will depend not just on their frequency but on their quality, credibility, and ability to sustain public engagement.
Ensuring the Long-Term Success of the Initiative
For this initiative to remain effective, the Prime Minister’s Office must prevent it from becoming repetitive or stale. A few improvements could help sustain its impact.
Diversifying the format by introducing special sessions with subject-matter experts could add depth and variety.
Enhancing public engagement by allowing selected public questions in certain sessions could make the government appear more open and accountable.
The use of multimedia tools such as visual aids, infographics, or short explainer videos could help simplify complex policy issues.
The objective should be not just to inform but to engage, ensuring that the public feels involved in national discussions rather than simply receiving government statements.
A Significant Step in Strengthening Governance
The daily Prime Minister’s Office press briefings represent a bold step forward in government communication. By providing a structured, direct, and professional platform for information delivery, this initiative reinforces transparency, accountability, and public trust.
For the first time, the government has a proactive mechanism to counter misinformation before it spreads rather than struggling to correct public perception after the fact. While challenges exist, the long-term benefits of this approach are clear.
Malaysia is taking a progressive step in modernizing governance and bridging the communication gap between leadership and the public. If executed effectively, this initiative can become a model for professional government communication, setting a new standard for transparency and credibility in the region.
Kudos to the Prime Minister’s Office Strategic Communications and Media team for implementing this much-needed initiative. Their effort in ensuring that government messaging remains clear, timely, and credible is commendable. This initiative marks a significant step toward strengthening transparency and public trust in governance.
All the best to Tunku Nashrul Abaidah, whom I call Nash. Having known Nash for some time, I do not doubt his ability to take on this challenging role with professionalism and integrity.
Nash’s ability to maintain composure under scrutiny will be crucial in ensuring the long-term success of this initiative. The road ahead will not be easy, but the impact of his work will be far-reaching.
Raziz Rashid is a strategic communications consultant, former Head of Corporate Communications at the Prime Minister’s Department, and Chairman of Pertubuhan Sukarelawan Siber Selamat.
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