Tackling Multiculturalism via Human Communication: A Public Relations Campaign of 1Malaysia
Mohd. Adnan Hashim, Melina Mahpuz

Abstract
This paper attempts to illustrate the practices of public relations using human communication tactics that have been designed to accomplish the goal of a single national identity for multicultural Malaysia. It is intended at asserting that it  incorporation of the time-tested principles of human values such as compromise and tolerance while adding in Islamic values seem to show positive results in instilling patriotic nationalism amongst its diversified multicultural population of Muslims and non-Muslims. It traces the government’s efforts in rallying its multi-ethnic and multi-religious citizens via the implementation of campaigns and corporate social responsibilities for the government including its Vision 2020 which is aimed at creating a developed Malaysia that will eventually be a model nation for Muslim countries. The current Prime Minister’s 1Malaysia campaign emphasis on People First, Performance Now is used as a platform to showcase the human communication tactics in applying public relations strategies to achieve its goal. Supplemented by the intensive media relations promotions, various prescribed public relations programmes such as social community events, campaign launches and interpersonal communication activities are being employed to
ascertain that multiculturalism and patriotic nationalism is intertwined within its various publics. Though criticisms by the proponents of racial politics coupled with citizen journalism activities in the online media will continue to be a challenge, the mission of getting all ethnic groups to embrace a single national identity of 1Malaysia, in tandem with Vision 2020 will be an on-going concerted public relations exercise.

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