Commercial Radio Malaysia (CRM) members plan to produce more Public Service Announcements (PSAs) to forge closer links with the community, raise awareness of the public’s social obligations, and address the well-being of Malaysians through acts of charity and goodwill.
CRM is an association that represents 23 commercial radio stations nationwide working jointly to coordinate regulatory issues, promote listener engagement activities, organise outreach programmes for undergraduates and share resources for research ratings.
“There’s plenty to be concerned about, plenty that can be or needs to be changed or viewed differently. The feeling of community however is very important in creating some of these changes we want to see,” laments Kudsia Kahar, CRM President. “Radio plays an important part in reminding people that yes, after work, we retreat into our homes, but together we can do so much for a better society and environment.”
Kudsia says that even simple things like reminding Malaysians what Malaysia is about, what the nation is built on and just being proud about the countless things that make Malaysia unique can serve to promote a spirit of nationalism and patriotic support.
CATS FM, an independent radio station operating out of Kuching, regularly hosts various promotional drives and awareness programmes as a means of giving back to society.
“A PSA works best if it has a strong message and is conveyed creatively while engaging listeners,” believes Haji Mohd Iskandar Haji Mohd Nawawi, CATS FM General Manager. “Good writing, production, appropriate voice talents, and use of sound effects are some of the tools that distinguish a memorable PSA.”
Some years ago, CATS FM launched a campaign on Public Toilets Cleanliness that produced positive results and also won the Anugerah Sri Angkasa award.
“Our PSA for the campaign played with hit an emotional nerve – and listeners related to it positively,” says Haji Iskandar. “This call-to-action PSA worked because people knew keeping public toilets cleans was everyone’s personal responsibility.”
Jake Abdullah, Astro Radio’s CEO, agrees that radio must use every resource available to deliver impactful PSAs.
“When it’s useful, we work with celebrities to voice a PSA targeting specific audience segments,” notes Jake. “Celebrities are quite persuasive, and they have the credentials to add value to a message. They also have the capacity to enliven a PSA if it’s well written with a message that can make a difference in people’s lives.”
Malek Ali, BFM’s CEO, reasons that there are many ways to conveying the same message, depending on the intended audience and the weight of the message.
“Whether we want to encourage public support for a cause or announce an event, the message must be succinct, easily understood, and informative,” he says. “Humour is always a good tool to attract attention, but the message may not elicit the desired result if goes off-tangent.”
One of the pillars of growth for CRM is for radio to play a more active role in the lives of Malaysians by being more involved in the local communities.
In recent years, CRM member stations have supported a wide array of causes ranging from cancer treatment programmes, stroke awareness, and cultural festivals.