KUALA LUMPUR, Feb 19 — Malaysia is set to intensify its public engagement and media outreach efforts for its Asean 2025 chairmanship, ensuring that both Malaysians and the international community understand the regional bloc’s role and benefits.
Undersecretary of the Communication and Public Diplomacy Division at the Foreign Ministry, Zamshari Shaharan, acknowledged that making Asean relatable to the public remains a challenge, as many still question how it directly impacts their lives.
“A lot of questions arise — what is Asean? How does it benefit Malaysians? We need to simplify our messaging and use clear language so that people understand that without Asean, we might not enjoy the regional stability we have today,” he said on The Nation: Diplomatic Dispatch recently.
Malaysia is gearing up for the 46th Asean Summit in May, but Zamshari emphasised that Asean 2025 is not just a single event but a year-long engagement.
“It’s like running a marathon — you need sustained efforts throughout the year to ensure the message reaches all levels of society,” he added.
To amplify Asean’s visibility, the government is working closely with strategic media partners, including the Malaysian National News Agency (Bernama), and increasing its presence across various communication platforms, particularly the social media.
Zamshari, who was previously the Malaysian ambassador to Qatar, noted the rising interest from foreign and boutique media outlets looking to cover Asean 2025 and encouraged them to engage with Wisma Putra through official platforms, including the My ASEAN 2025 website and social media channels.
“We need to promote better social media interaction. While emails remain a key communication tool, we want to see greater engagement via platforms like X, Facebook and Instagram,” he said.
Malaysia’s Asean 2025 efforts will not be limited to government agencies alone but will extend to businesses, media and the general public, ensuring a whole-of-nation approach in promoting regional cooperation.
Zamshari stressed that Malaysia is actively engaging the private sector to help amplify Asean’s message.
“We often talk about a whole-of-government approach, but we must also recognise the whole-of-nation approach. The private sector is keen to be involved, and we are working with them to help spread the Asean message,” he said.
He noted that Malaysia’s National Secretariat for Asean, housed under Wisma Putra, is leading the coordination efforts for Asean 2025 communication and that businesses and foreign journalists are increasingly reaching out to understand their role in promoting the regional bloc.
Social media will play a crucial role in these outreach efforts.
“The private sector has its own networks, and we can leverage on them to expand Asean’s visibility,” he added.
— Bernama
