Asean Pushes For Better Public Engagement Through Enhanced Communication

By Noor Bakhtiar Ahmad

VIENTIANE (Laos), Nov 25 (Bernama) -- While the Association of Southeast Asian Nations (ASEAN) has made significant progress in its communication efforts, many citizens across the region are still unaware of how the regional bloc's initiatives directly impact their daily lives.

Highlighting the lack of awareness and the gap in public awareness, ASEAN Secretary-General Dr Kao Kim Hourn said this necessitates a more proactive approach and enhanced communication strategies to communicate ASEAN’s efforts and their tangible benefits.

“Many citizens are still unaware of how ASEAN directly affects their lives and communities. This highlights the urgent need for enhanced communication strategies to bridge this gap,” he said in a recorded opening statement addressing the 8th ASEAN Media Forum (AMF) in Vientiane on Monday.

This year's AMF, organised by the ASEAN Secretariat with support from the German Federal Government through the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), was attended by over 30 participants from ASEAN member states and Timor-Leste.

The AMF, established by the ASEAN Secretariat in 2017, has since evolved into an annual flagship forum that brings together media leaders and editors-in-chief from major English newspapers across the region to engage with ASEAN policymakers, officials, academics, opinion leaders, and business leaders.

“We must do more to inform and engage our people about the benefits of regional integration and cooperation, fostering a sense of ownership and pride in our ASEAN identity," said Kao, who was encouraged that several newspapers in the region now have a regular ASEAN column.

As ASEAN advances its community-building process, Kao said it is crucial to foster a sense of belonging among its people.

“Clear communication about what regional integration means — and what it doesn’t — is essential to accurately inform our stakeholders," he said, underscoring the need for collaboration between the ASEAN Secretariat and the media to raise awareness, promote understanding, and address misconceptions about the ASEAN integration agenda.

Kao highlighted the significance of this year’s AMF held under the chairmanship of Laos, as it focuses on enhancing connectivity and resilience, - two critical elements for ASEAN’s continued progress and prosperity amid rapidly changing global politics and the economy.

“By strengthening connections within our region and beyond, we can unlock new opportunities for growth, innovation, and cultural exchange. Additionally, building resilience will equip ASEAN to navigate uncertainties and challenges more effectively and in a timely manner,” he said.

Kao stated that a crucial part of this resilience involves adapting to the present era of information overload and polarised narratives, where conflicting perspectives and misinformation often dominate public spaces.

“In this context, ensuring the effectiveness and integrity of the media has become increasingly vital, yet ever more challenging. Traditional media outlets face growing difficulty in reaching audiences effectively, as social media increasingly serves as the primary information source for many, especially younger generations,” he noted.

He added that with this shift comes the proliferation of misinformation, declining trust in traditional media, and economic pressures that threaten the integrity and independence of journalism.

“Social media has, indeed, democratised access to information, but it has also become a powerful vector for spreading false narratives, complicating the media landscape across the ASEAN region and beyond." 

Present at the forum were Laos’ Deputy Minister of Information, Culture and Tourism, Phosy Keomanivong, and Chargée d'Affaires of the German Embassy to Laos Nicole Stechmann.

--BERNAMA