The Sarawak state government is stepping up efforts to streamline and harmonize its public‐relations initiatives across all departments and agencies. Datuk Amar Douglas Uggah Embas, permanent secretary of the Chief Minister’s Department, revealed today the launch of a central PR secretariat responsible for unifying communications strategies, media liaison, and information release throughout the state apparatus.
Central features of this new framework encompass:
• A unified PR handbook and branding guidelines ensuring every ministry, statutory entity, and local council communicates consistently.
• A collective digital system for organising press briefings, distributing official announcements, and monitoring media coverage in real time.
• Periodic joint workshops and training programmes on crisis communication, social‐media protocols, and verification procedures.
• Defined performance metrics to assess each department’s responsiveness to press inquiries, accuracy of public messaging, and overall outreach success.
Uggah noted that centralising Sarawak’s PR duties will curb misinformation, prevent duplicated efforts, and amplify the reach of government announcements—from rural infrastructure developments to state‐level investment promotions. He added that the secretariat will introduce its initial standard operating procedures next month, followed by practical training sessions for all communications personnel.
“We aim for Sarawak’s progress narrative to be delivered uniformly, correctly, and swiftly,” Uggah stated. “By operating within a single structure, our agencies can collaborate more effectively, avoid conflicting messages, and ensure citizens receive trustworthy updates on policies and programmes.”
The state press unit will act as the secretariat’s core, aggregating content from ministries such as Works, Utilities, and Tourism. It will also work directly with local media—including radio channels and community bulletins—to extend the distribution of official notices, while collecting public reactions via social‐media metrics and community feedback surveys.
Representatives from municipal councils and rural district offices have already been invited to provide input for the final version of the new PR manual. Their feedback will help the secretariat tackle communication hurdles specific to Sarawak’s varied demographics and terrain.
With these initiatives underway, Sarawak seeks to refine its messaging, boost transparency, and reinforce public confidence in state‐led programmes and policies.
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