Bernama Must Stay Agile, Innovative To Remain Relevant – CEO

KUALA LUMPUR, May 20 (Bernama) -- Staff of the Malaysian National News Agency (Bernama) must remain agile, efficient and innovative to ensure the 58-year-old news organisation stays relevant, its Chief Executive Officer Datin Paduka Nur-ul Afida Kamaludin said. 

She said the evolving landscape of journalism requires Bernama to adapt and remain competitive alongside other media organisations.

“To all Bernama staff, I understand it’s not easy to maintain integrity as news agency professionals in today’s challenging media environment,” 

“But I believe that all of us here can succeed if we hold firmly to the principles of delivering the truth and fostering public understanding,” she said in her speech at the 58th Bernama anniversary celebration here today.

Also present were Bernama editor-in-chief Arul Rajoo Durar Raj, deputy editor-in-chief (news service) Nasriah Darus, deputy editor-in-chief (economic news service) Azlina Aziz and executive editor carrying out the duties of the deputy editor-in-chief (international news service) Mohd Shukri Ishak.

Meanwhile, Nur-ul Afida emphasised that Bernama today is no longer the Bernama of the past, as it has to operate in a much more challenging media environment.

“Our content is increasingly vulnerable to ‘spun’ narratives or outright fake news, often circulated as misleading or unauthenticated information.

“One of Bernama’s major challenges lies in meeting the rising expectations of its clients and stakeholders, especially as other media organisations are capable of offering more, in line with technological advancements such as Artificial Intelligence (AI),” she said. 

To address these demands and ensure that Bernama’s workforce remains competent and competitive, Nur-ul Afida said the agency is placing greater emphasis on training and upskilling, particularly in journalism courses and AI-related education.

Nur-ul Afida also said that Bernama will continue to strengthen its presence and reputation on the international stage, with 2025 shaping up to be an active year through strategic collaborations with regional and global news agencies, particularly under the Organisation of Asia-Pacific News Agencies (OANA) network.

She said from Feb 16 to 19, Bernama hosted 14 Presidents and Editors-in-Chief from OANA member agencies for the Executive Board Meeting held in Kuala Lumpur.

Nur-ul Afida said on April 11, Bernama was invited by China's state news agency, Xinhua, to co-organise the ASEAN-China Media and Think Tank Forum, held for the first time in Malaysia.

“On April 15, Bernama was also recognised by the China Media Group (CMG) for our significant role and collaboration in promoting Malaysian and Chinese content to wider audiences.

“For both of these events, I would like to extend my appreciation to Bernama Chairman Datuk Seri Wong Chun Wai for his guidance and support that contributed to the success of these programmes,” she said.

She said Bernama is also actively carrying out its duties as the Host News Agency managing the International Media Centre in conjunction with Malaysia’s ASEAN Chairmanship, which began in January this year. From May 22 to 28, Bernama will be involved in a series of ASEAN-related meetings, including the ASEAN Summit.

Domestically, Bernama is gearing up for the organisation of the National Journalists Day (HAWANA) 2025 celebration, set to take place on June 14 at the World Trade Centre, with a host of side events involving the entire Bernama workforce.

The anniversary celebration held at Dewan Bernama featured a cake-cutting ceremony and the prize presentation for the ‘BERNAMA Treasure Hunt,’ which saw over 100 participants from 42 teams, as well as the announcement of the winner of the 58th Anniversary Logo Design Contest.

Bernama was established under the BERNAMA Act 1967 and began operations on May 20, 1968, initially offering a text-based news service. It later expanded into photo services, launched its radio station in 2007, television in 2008 and has since embraced digital media.

For more than five decades, Bernama has fulfilled its founding objective of delivering accurate, fair and balanced news and information through its newswire services, television and radio channels, and digital platforms while safeguarding national interests.

  -- BERNAMA