IACT College and PRactitioners Forge Strategic Partnership with MOA Signing

On 16th July 2024, as PR professionals worldwide celebrated World Public Relations Day (WPRD), a landmark agreement between the newly launched Public Relations Society of Malaysia (PRactitioners) and IACT College was signed. Held at the prestigious Omnia Auditorium in Menara BAC, PJ, the signing ceremony took place immediately following the official launch of PRactitioners.

This significant event brought together key figures from the public relations, media, and communications industry, dignitaries, academia, students, BAC staff and aspiring PR professionals, who were also in attendance for the WPRD Conference. The atmosphere was filled with excitement and optimism as attendees witnessed the formalisation of this strategic partnership.

PRactitioners also introduces a distinguished group of mentors and advisors, which include Raja Singham (Managing Director and Chief Future Office, BAC Education), Puan Sri Siew Yong Gnanalingam (Managing Director, Ayur Centre Sdn Bhd), Datuk Yong Soo Heong (President, Malaysian Press Institute and Ex Bernama CEO & Editor-in-Chief) and Datuk Rocky Bru (Founder & Advisor, Bru Publications), among others.

This marks the beginning of a partnership aimed at fostering collaboration, enhancing educational opportunities, and advancing the field of public relations in Malaysia. By combining the academic excellence of IACT College with the industry expertise of PRactitioners, this agreement promises to pave the way for a new generation of skilled and insightful PR professionals ready to make a meaningful impact on the communication landscape.

In his speech, P. Kamalanathan, Chairman of PRactitioners said:

"We are no longer just the voice of organisations; we are the architects of trust, the guardians of reputation, and the bridge between institutions and the public. Our profession is evolving rapidly, shaped by the forces of digitalisation, artificial intelligence, and the growing emphasis on sustainability and corporate responsibility."

He also stated that PRactitioners was born out of the recognition that we need to evolve with these changes, to set new benchmarks of excellence, and to position Malaysian PR professionals at the forefront of global best practices.

Timothy Chan, CEO of IACT and Academic Bureau Chief for PRactitioners said:

"The collaboration between IACT College and PRactitioners is significant not only for IACT and our students but for the entire nation. By fostering this partnership, we are investing in the future of Malaysia's communication landscape. This alliance ensures that our students are well-prepared to enter the workforce with the skills and knowledge needed to navigate and shape the ever-evolving media and communication environment."

Timothy then continued,

"IACT College and the BAC Education Group are committed to fostering a learning environment that enhances our students' careers and global contributions. We provide a comprehensive campus experience, both online and physical, with workshops by our Creative Industry & International Faculties and industry partners like Panasonic Lumix, the International Advertising Association (New York), the Asia-Pacific Institute for Broadcasting Development, and the Public Relations Practitioners Society of Malaysia."

Established in the 1970s by the Malaysian Advertisers Association and the Association of Accredited Advertising Agents Malaysia, IACT College is the only college in Malaysia accredited by the International Advertising Association in New York. IACT College and the BAC Education Group reaffirmed their commitment to fostering a learning environment that enhances their students' careers and global contributions.

With this partnership firmly in place, it made way for the highly anticipated World Public Relations Day Conference.