Bernama Needs To Become Number One Thought Leadership Agency - Chairman

KUALA LUMPUR, April 22 (Bernama) -- The Malaysian National News Agency (Bernama) should become the number one agency embracing the concept of thought leadership in the country, said its newly appointed chairman Suhaimi Sulaiman. He said under the concept, Bernama would not just function as an official channel that disseminates news, but also lures the public to think and join the discussions on any particular topic. “Bernama already has that power. So, as the new chairman, I want to utilise this great power to lift Bernama higher as a news brand like no other. “Besides, Bernama also needs to have segments that cater to various groups and professions. Bernama Radio, for example, is now focusing on SME news and its Youth segment can lure the young people aged between 15 and 35 to consume our contents’," he said on #ApaCiterShow live with host Hilmy Ashley on Bernama TV today. Suhaimi said in order to attract people from all walks of life to follow the current development, news items must be presented in a creative way using an easy-to-understand language, not necessarily focusing on using the traditional way. “News writing and reporting can now be done in different forms as long as the message gets across to our target audience. “For example, we can deliver the message through a speaker corner, or through a zapin dance. We have to attract our audience’s attention in a creative way to get our message across while we entertain and educate them all at the same time,” he said. Suhaimi, 57, who is a well known broadcasting personality and media strategist, said as Bernama chairman, he wants to share his experience of 30 years in the media industry with the staff in relaxing way. “When I was with Astro Awani, I admired the approach taken by Astro chairman Zaki Azmi who always went to the ground to share his knowledge and experience as the former Chief Justice, always sat with the reporters and taught them about legal terms and jargons, with some of the reporters even flocked to his house to learn. “So, I want to follow in Zaki’s footsteps and try to share my journalistic experience with Bernama staff in such relaxing way too,” he added. -- BERNAMA