JAPEN to Blend Digital Strategy and Direct Engagement to Elevate Government Communication

KUALA LUMPUR, July 1 — The Information Department (JAPEN) is set to reinforce the dissemination of government information by seamlessly blending digital platforms with face-to-face outreach, ensuring the public receives relatable and highly trustworthy updates.

Director-general Erwin Khairul Ahmad highlighted that while digital platforms heavily dominate today’s media landscape, direct, “heart-to-heart” interaction remains a foundational pillar for the department. Simultaneously, JAPEN will continue to elevate its digital presence—incorporating short-form videos and social media engagement—while adopting artificial intelligence (AI) tools to stay aligned with modern media consumption trends.

“In addition to face-to-face communication, we also need digital communication that maintains the same personal touch,” he explained during an appearance on Bernama TV’s Ruang Bicara programme, titled Empowering Narratives, Strengthening Ties with the People tonight.

Erwin Khairul, who stepped into the role of JAPEN director-general on June 22, noted that he had already produced four short videos breaking down government policies within his first eight days in office. He hopes this proactive multimedia approach will signal a fresh, modern path for the department moving forward. He stressed that because a vast majority of citizens now source information digitally, public communication strategies must evolve rapidly to keep pace, without ever abandoning direct community grassroots engagement.

Adapting Content and Upskilling the Workforce

Looking internally, Erwin Khairul emphasized that one of his primary objectives is to cultivate a multi-skilled workforce within JAPEN through targeted training, continuous upskilling, and hands-on exposure to emerging technologies like AI.

To achieve this, the department will roll out continuous professional development programmes in close cooperation with the Tun Abdul Razak Broadcasting and Information Institute (IPPTAR). Additionally, JAPEN will implement strategic job rotation initiatives to ensure its personnel remain highly agile and capable of adapting to the constantly fluid communications landscape.

-NMT