KUALA LUMPUR: Umno plans to set up more divisional and branch-level digital secretariats to drive its grassroots online presence, says Datuk Seri Azalina Othman Said.
The Umno informational chief said that, besides garnering social media likes and shares, the party machinery will also be trained to respond to and counter falsehoods against the party.
“This has been proven during the Sabah, Johor and Negri Sembilan polls. Likes, shares and comments bring a new approach to Umno and Barisan Nasional’s strategies,” she said in her speech at an Umno Information unit event at the World Trade Centre here on Wednesday (Sept 9) before the opening of the Umno Annual General Assembly.
At the same event, party president Datuk Seri Dr Ahmad Zahid Hamidi also launched the Artificial Intelligence Rakyat Assistant chatbot, developed by the party’s information unit.
Speaking to reporters later, Azalina said the party cannot enter the next election using traditional approaches.
“Political communication these days is not so much about narratives or ceramah, but delivering the message.
“No political party can be successful if they downplay the role of digital platforms," she said.
While Umno is a traditional party, she said the party’s priority is ensuring the machinery adapts to the demands of the time.
“We have to bite the bullet and accept that digital technology is something that must go hand in hand when it comes to communicating.
“Regardless of how strong a political party is, what’s important is for its candidates to win,” Azalina said.
