Tan Sri Dr Koh Tsu Koon (picture) confirmed in Parliament today that the government had engaged Apco Worldwide, an international public affairs and media relations company, to boost its image overseas.The Malaysian Insider understands that the contract is worth some RM20 million but Koh, in a written reply to a question from DAP’s Serdang MP Teo Nie Ching, did not divulge the exact amount.
“Apco Worldwide was tasked with promoting and improving Malaysia's image overseas,” said Koh, who is Minister in the Prime Minister's Department.
He justified the appointment by asserting that a foreign firm would ensure that the country's communication practice was in line with international standards.
To justify the hefty fees it is charging, The Malaysian Insider understands that Apco Worldwide staff are now generating press releases and conducting media training for the government.
Because of the value of the contract, Apco Worldwide has set up an office for the first time in Malaysia. Its personnel are mainly from the United States, and the main focus of their job remains to improve Prime Minister Datuk Seri Najib Razak’s image.
It is also understood that the government has hired a separate firm in the United States to act as its lobbyist with the Obama administration.
“Appointing an international communication firm is a common practice by governments of other countries,” Koh said in his written reply to Parliament today.
He also said that inaccurate reports in foreign media had affected the international community's confidence in the country as a stable investment, trade and tourist destination, resulting in the need to appoint Apco.
“Apart from Apco, the ministry and government agencies also appoint other local and international firms, for short and long term to provide communication services,” he said.
“Because the expenses for this service depend on the implementation of the programmes and communication projects planned from time to time according to needs, the total cost cannot be determined for the time being.”
The Malaysian Insider had reported in July that Apco was also tasked with promoting Najib's image for his first 100 days in office and later to boost the administration's standing worldwide.
Najib is not the first prime minister, however, to use expensive foreign help to boost his image and that of his administration.
Tun Abdullah Ahmad Badawi also used a foreign-based public relations firm to help project a positive image of himself as a progressive Muslim leader, and Malaysia as a modern Muslim nation.
The Tun Dr Mahathir Mohamad administration had used disgraced lobbyist Jack Abramoff.
comments
what the hell is Malaysia, a brand? are we all suddenly experimental fodder for our government's whimsical public relations agenda? paying RM20 million to boost one's image is something Hollywood is more known for, not an entire country.
besides, the world has the internet if they want to find out about Malaysia and her 'strengths'. what good is a million-ringgit P.R. image when our prime minister cant even stop the scandalous allegations against him and his good government?
if one wasnt so corrupt with so much to hide, there would be no need to spend millions just to portray the right image to the international arena. public relations is bullshit, just shows that Najib has so much extra baggage and dirty linen that he cant present himself in public as a trustworthy leader anymore
Why dirty it in the first place? Now public funds are being spent to clean up his image! This amount could have been used to help a lot of people in need. Is this what we call 'people first' or rather it should be 'self first?' If all leaders who are really sincere in leading a country, one should know how to behave to avoid any scandals.
One can only deduce that the amount used for lobbying was pretty significant. What a waste of taxpayer's money. Whereas lobbying in the states came from private or corporate funding, Msian gomen has no shame and used taxpayers money instead.
Ironically, all that lobbying ha snot exactly brought international investors to Malaysia has it.
What's worse is that Malaysia gets into the papers for all the wrong reasons - tabloid news such as caning a woman, giving free trips to couples.. etc.
So they agreed that Najib's image is so bad, already tarnished as good as hell that they need to now spend millions (must be hell of a hard job) to salvage it? With all the bad publisity locally and internationally, from the bloody keris, submarine and altantuya issues etc. How successful will this campaign be? How are they gonna rate or justify it, based on what?
A true leader is one who is honest, accountable, service above self, acts justly and fairly to his subjects irrespective or race, color or religion etc. He do not need any PR consultant trying to boost, to paint or to give a false image/impression of himself. The rakyat and people of the world are not so blind or so stupid to follow blindly.
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