Interactive session: Fimie, Jalal and Wan Nurdini (front row, third to fifth from left, respectively) with the attendees at the showcase.
EVEN as modes of interaction evolve, the art of communication itself remains rooted in four core values: kindness, respect, empathy and decency (KindRED).
Recognising this, a group of final-year public relations students from the Faculty of Communication and Media Studies (FKPM) at Universiti Teknologi Mara (UiTM) Shah Alam launched a social awareness campaign aimed at fostering these values in everyday interactions.
Dubbed “KindRED: Respect in Communication”, the initiative by the group, who call themselves Prime Comm, recently hosted “The KindRED Showcase”, which centred on ethical and respectful communication, particularly among the younger generation.
The event, held on Jan 13, saw more than 500 students engaging with industry practitioners and academic experts who shared insights on respectful communication practices.
During the sharing sessions on communication ethics, media personalities Fimie Don and Jalal Zaiki reminded students to be cautious when communicating on social media platforms, as irresponsible use may lead to serious implications.
FKPM adjunct professor Jaffri Amin Osman, who is also Institute of Public Relations Malaysia president and Global Alliance for Public Relations and Communication Management Asia Pacific Region chair, shared his perspectives on the role of communication professionals in shaping ethical public discourse.
The showcase also marked the successful implementation of the “KindRED: Respect in Communication” campaign.
Throughout the campaign period, from October 2025 to January this year, the programme – conducted as the students’ final-year project and structured around a series of segments highlighting proper etiquette in both online and face-to-face communication – engaged more than 500 students and garnered over 10,000 digital views.
In promoting inclusive communication practices, the campaign also carried out corporate social responsibility activities in collaboration with the Malaysia Federation of the Deaf.
In addition, as part of their efforts to understand the role of government, the public relations students visited the Communications Ministry and took part in an informal discussion with Communications Minister Datuk Fahmi Fadzil.
The students also collaborated with the Association of Communication Science Students from Indonesia’s Universitas Bakrie to organise an online seminar titled “Bicara Serumpun: Respect in Communication”.
“We will continue our efforts to bring this high-impact campaign to the attention of the Communications Ministry so that its impact can be sustained and hopefully bring meaningful change to society,” said Dr Wan Norbani Wan Noordin, head of the Centre for Strategic Communication at FKPM in a press release.
“KindRED: Respect in Communication” project leader Wan Nurdini Wan Hairul Razli urged the public, especially students, to remain mindful and responsible in their communication, whether online or offline.
Prime Comm also expressed hope that the campaign would serve as a starting point and inspiration for other parties to implement similar initiatives, contributing to the development of a more mature and ethical communication culture within society.
