Integrity, Credibility Key To Media Survival In Digital Era - Farrah Naz

KUALA LUMPUR, June 16 (Bernama) -- Media organisations must uphold credibility and integrity as their most valuable assets to ensure their sustainability and retain public trust in an increasingly challenging digital era.

Media Prima Bhd deputy group managing editor (News and Current Affairs) Farrah Naz Abdul Karim said that while media organisations are under growing pressure to meet commercial demands, credibility must never be compromised as it remains the cornerstone of public confidence.

“Over my 26 years in this industry, I have learned that credibility is what keeps a media house going. Once that credibility is lost, it is extremely difficult to win back the public's trust,” she said when appearing as a guest on Bernama Radio's Jendela Fikir programme in conjunction with National Journalists' Day (HAWANA) 2026 here today.

Farrah Naz, who is also New Straits Times (NST) group editor, urged those responsible for disseminating information to be more responsive in their dealings with the media, noting that remaining silent is no longer appropriate in today's communications landscape.

On the use of artificial intelligence (AI), she said the technology has significantly enhanced media operations, including audience trend analysis, content generation and ensuring consistency in information delivery, but it is incapable of replacing journalists in the field.

“AI cannot be at the scene. If it is not there, it cannot experience what is happening, nor does it possess the empathy and editorial judgement required in the news-gathering process,” she said.

Farrah Naz also highlighted the challenges posed by the proliferation of misinformation, fake news and deepfake technology, stressing the need to strengthen media literacy among the public.

She said investigative journalism must continue to be strengthened to ensure issues affecting the people and the nation receive due attention and prompt action from the relevant authorities.

Meanwhile, she advised young journalists and communication students to equip themselves with practical skills and proficiency in emerging technologies before entering the media industry.

She said graduates could not afford to rely solely on academic qualifications, but must instead offer additional skills that provide added value to media organisations operating in an increasingly competitive environment.

Commenting on the HAWANA 2026 theme, ‘Media Integrity Strengthens Credibility’, Farrah Naz said the bridge symbol featured in the celebration's logo reflects the media's role as a conduit between the people and policymakers through the dissemination of accurate information.

The highlight of HAWANA 2026 will be held on June 20, with Prime Minister Datuk Seri Anwar Ibrahim scheduled to open the event at the PICCA Convention Centre @ Butterworth Arena in Penang,

More than 1,200 guests, including media practitioners and ASEAN delegates are expected to attend the event.

-- BERNAMA