The Institute of Public Relations Malaysia (IPRM) has underscored the importance of professional accreditation as a benchmark of excellence in the field of communications, highlighting its role in strengthening credibility, accountability and ethical practice among practitioners.
The Accredited in Public Relations (APR) designation, awarded by IPRM, is widely recognised as a professional milestone that demonstrates a practitioner’s knowledge, ethics and strategic capability in navigating today’s complex communication environment.
IPRM Accreditation Chair, Professor Dato’ Sri Dr. Syed Arabi Idid, said accreditation not only enhances the careers of public relations professionals but also elevates the standing of the entire industry.
“When PR and communication professionals seek accreditation, they are not only strengthening their own careers but also uplifting the entire industry,” he said.
“Accreditation equips practitioners to navigate complex communication landscapes with wisdom, foresight, and credibility. It is a mark of distinction that positions PR and communications as a respected profession.
“And for the past fifty years, IPRM has been propagating this benchmark, similar to other professional bodies globally, including our ASEAN counterparts in Singapore (IPRS), Indonesia (PERHUMAS) and the Philippines (PRSP),” he said.
Several industry professionals echoed the value of accreditation.
Corporate Communication Manager at Pan Borneo Highway, Jabatan Kerja Raya Sarawak, Sahrein Maloh, said the APR designation validated his expertise and strengthened his credibility.
Sarawak
“Pursuing APR certification not only enhances career prospects but also fosters continuous professional development, ensuring practitioners stay adept in navigating the evolving landscape of public relations,” he said.
Senior Sales and Marketing Manager at Sri Pelancongan Sabah, Cassie Forsythe, said accreditation deepened her commitment to uphold best practices.
“Crafting meaningful messages requires not only creativity, but also skill, experience, and accountability. Accreditation empowers communications professionals with the knowledge, tools, and recognition to make a greater impact and to build stronger, more trusted brand presence,” she said.
For senior consultant Azza Pawanchik, who previously headed Group Strategic Communications at public listed companies, accreditation has been a career-defining move.
“Obtaining my accreditation was one of the best professional decisions I’ve made. The process sharpened my practice and served me well in my role at a public listed company, where credibility and trust are everything,” she said.
Deputy Chair of IPRM’s Accreditation Board, Doris Lim, said accreditation represents more than a professional title.
“Accreditation is not just a credential — it is a commitment to the highest standards of our profession. Most importantly, it gives practitioners the confidence to lead with credibility and to contribute meaningfully back to society,” she said.
The APR designation is awarded through a structured process requiring candidates to first obtain IPRM membership, followed by submission of a detailed application of their experience and contributions. Applicants must then present two case studies or research papers and undergo an in-depth interview with a panel of senior practitioners.
Successful candidates earn the privilege of using the APR title and join a growing fraternity of practitioners committed to ethical practice, professional standards and lifelong learning.
The upcoming accreditation cycle is now open, with submissions due by Sept 12, panel interviews scheduled for Sept 22, and the Accreditation Awarding Ceremony set for October.
More information is available on IPRM’s website at www.iprm.org.my.
