Mainstream Media Remains 'Loyal Companion' For Entrepreneurs

By Anis Nabilla Md Wazilah

KUANTAN, May 24 (Bernama) -- Social media such as TikTok, Instagram and Facebook continue to be the new generation's preferred promotional outlets, but mainstream media remains a 'loyal companion' for entrepreneurs who want to build a reputation and consumer trust in local products.

Whether print or electronic media, mainstream media is an important platform in disseminating authentic information, including on government incentives and current policies that have a direct impact on the business community.

This is acknowledged by a batik entrepreneur in Tanjung Lumpur here, Shaifuddin Mustafa, 61, who believes that mainstream media still serves as a 'bridge' between traders and consumers.

Shaifuddin, who has been running the business since 1993 with his wife Zalina Husain, 60, said the government's initiative in promoting batik, which is channelled through local media news reports, indirectly helps the industry.

"Social media is important, but print and electronic media also have their own roles, for example, when they highlight the wearing of batik attire.

"When people come looking for batik, it helps to shine a light on our business. Besides that, the mainstream media plays an important role by providing us with information about government assistance and initiatives available for entrepreneurs," he said when met by Bernama recently.

For Nazidah Ali, 42, who sells bread, media coverage, both online and in print, has helped boost her sales while also building customer trust in her products.

Fondly known as ‘Kak Gee,’ she admitted it wasn’t easy to gain exposure through mainstream media and regarded the reports about her business as a valuable stepping stone in strengthening her brand, Roti Gebhoo, which she founded in 2018.

"Several media outlets have published stories about my bread products, making the brand more recognised and enhancing the credibility of my business. When a business is featured by professional journalists through mainstream media, it signals that the brand is legitimate, trustworthy, and has undergone ethical content vetting.

“For me, news published in newspapers is history that cannot be erased, unlike social media content, which can disappear at any time,” she said.

Meanwhile, gula kabung entrepreneur Marzaitul Husna Abu Johar, 31, from Kampung Peruang, Kuala Lipis, shared that news reports by mainstream media help promote products more effectively, as they are trusted sources of information within the community,  unlike social media platforms, which are often filled with unverified content.

She said that there are many gula kabung sellers online, but the identities of the business owners are often unknown, and the product quality is questionable.

"This is where mainstream media plays a role in shaping positive perceptions. For instance, although there are various brands of gula kabung in the market, customers place greater trust in us and feel more confident buying our products because we have been featured in newspapers,” she added.

-- BERNAMA