Malaysia To Strengthen ASEAN 2025 Public Engagement, Media Outreach

By Nabilah Saleh

KUALA LUMPUR, Feb 19 (Bernama) -- 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.

He also welcomed the growing youth interest in ASEAN, particularly through cultural content on social media platforms like Instagram and TikTok.

“It’s great that they are exploring ASEAN’s culture. This could be a starting point for them to learn more about the region’s governance, economic cooperation, and diplomacy,” he said.

However, Zamshari highlighted the need for a more structured narrative to ensure that young people and digital influencers have access to accurate information. 

“They start with culture, but we need to provide them with deeper insights and answers when they seek to learn more,” he explained.

To facilitate better access to ASEAN 2025 updates, he urged both Malaysians and foreign media members to follow Wisma Putra’s social media channels, where official information will be shared.

With Malaysia set to host over 300 ASEAN-related meetings throughout 2025, Zamshari noted that the government is ramping up efforts to ensure smooth logistics, effective messaging, and enhanced media coordination.

Speaking on Malaysia’s preparations, Zamshari described the ASEAN Foreign Ministers’ Retreat in Langkawi as a successful prelude to the bigger 46th ASEAN Summit in May. 

“We had over 100 international journalists covering the event, and we expect an even greater media presence in Kuala Lumpur,” he said.

Addressing concerns over managing the international media influx, Zamshari acknowledged the scale of preparations required but expressed confidence in Malaysia’s readiness. 

“A bigger event means bigger challenges, but we are prepared. We are expanding our collaboration beyond government agencies to include private sector participation, thanks to Bernama and our strategic partners, including Radio Television Malaysia.”

On messaging, he stressed the need to maintain clarity and visibility through traditional media, digital platforms and social media. 

“We should not rest on our past achievements. Moving forward, we need to continuously refine our messaging to ensure ASEAN’s relevance and engagement,” he said.

Bernama has provided a microsite that displays ASEAN-related news since Sept 1, 2024.

-- BERNAMA