Media and AI: Invaluable advice from Communication industry experts

By: Atasya Aulia Rahman and Widad Shahirah Hairuddin

GOMBAK, 28 May 2024- Communication internship students from COMM:4995 hosted a forum as part of their sub-event program in the event Unleashing Potential: Empowering Students in the Digital Age. The forum brought together industry experts to explore the ever-evolving landscape of communication and media.

The forum titled, “Unlocking Your Media Skills with AI,” featured three esteemed professionals: a Communication specialist from Ebdesk Malaysia Sdn Bhd, Ms. Fransiska Renata; an expert from the media industry with over 20 years of experience, Mr. Jef Hazimin Jaafar; and a verification journalist from AFP cum IIUM communication alumnus, Mr. Najmi Syahiran Mamat.

The first speaker, Ms. Fransiska Renata, shared her insights on the importance of having good communication skills in the digital age. She emphasized the need for effective communication strategies to navigate the complex world of social media, online marketing, and content creation.

“In our company, we train journalists. Why? Because you will be a journalist as our intern and as part of our team. So that they understand the context, the context is very important,” she said. She also explained that the emotional part of a news article is essential, and AI would not be able to do that.

Next, Mr. Jef Hazimin Jaafar took the stage. Mr. Jef highlighted the dynamic nature of the communication industry and the need for professionals to stay ahead of the curve. He discussed the growing demand for expertise in scriptwriting, producing, public relations, consulting, and TV hosting, emphasizing the importance of versatility and adaptability in the ever-changing field.

“The top five skills identified through a LinkedIn research study are: problem-solving ability (35 percent), communication skills (20 percent), critical thinking (25 percent), AI skills (90 percent), and IP and web skills (70 percent),” he clarified.

The final speaker was Mr. Najmi Syahiran Mamat, who shared his perspectives on the evolving role of journalism in the digital era. Mr. Najmi stressed the importance of critical thinking and fact-checking skills in today’s information-saturated world. He also discussed the challenges and opportunities of digital verification journalism, emphasizing the need for journalists to maintain their credibility and integrity in the face of misinformation and bias.

Nearing the end, Mr. Jef advised students to not just become passive consumers of AI but be the ones producing content. “We (humans) can write and we have emotions. You all need to prove them, and you need to have pride.”

The forum concluded with a lively Q&A session, where attendees had the opportunity to engage with the speakers and seek their guidance on career development and professional growth.

In recognition of their time and knowledge, Madam Zarita Binti Kasim presented the tokens of appreciation to the speakers. The event concluded with a fun lucky draw session, where three lucky winners among the participants were selected through a spin-the-wheel exercise to receive prizes.

The forum provided a valuable platform for students to gain insights from industry experts and explore the diverse career opportunities in the field of communication and media. The speakers’ shared experiences and expertise highlighted the importance of problem-solving abilities, communication skills, critical thinking, AI skills, and IP and web skills for success in this dynamic field.

As the communication landscape continues to evolve, it is crucial for aspiring professionals to stay abreast of emerging trends and develop the necessary skills to thrive in this ever-changing industry. The forum serves as a testament to the university’s commitment to providing students with the knowledge and skills they need to excel in their chosen careers. ***