Credit: Citrine
23/05/2023 07:28 PM

KUCHING, May 23 (Bernama) -- Kuala Lumpur-based public relations (PR) agency Citrine, via Citrine One Borneo, formalised their collaboration with Universiti Malaysia Sarawak (UNIMAS) by signing a Memorandum of Understanding (MoU) today.

The MoU was signed by UNIMAS vice-chancellor Prof Datuk Mohamad Kadim Suaidi, UNIMAS Corporate Director Zulkarnaen Ali, Citrine Group Partner Junaidi Asmara and Citrine Group Communication Director Hazel Jasni.

In a statement, Citrine said Sarawak Deputy Minister in the Premier’s Office (Sarawak Corporate Affairs and Public Communication Unit) Datuk Abdullah Saidol witnessed the signing ceremony.

It said the MoU set the stage for collaborative efforts to elevate the media and communication landscape in East Malaysia.

“This collaboration comes as a result of the successful panel session titled ‘Maximising Media Relations Through A Better Understanding From The Media Perspective’ that was held (here) earlier this year,” it said.

The MoU outlines the collaboration between UNIMAS and Citrine, which includes the mutual sharing of information, the organisation of research, short courses, visits and any other activities of mutual interest at each other’s locations. 

“Concurrently, the MoU gives UNIMAS students a more competitive edge and provides them with a better understanding and insight into the media scene and communications industry,” the statement said.

The memorandum also creates opportunities for selected UNIMAS students to become Citrine interns, thus extending their reach to the agency's overseas PR affiliates.

Meanwhile, Mohamad Kadim said the collaboration would enhance the students’ educational journey by equipping them with valuable certifications to gain a competitive edge in their careers. 

“This will further facilitate the integration of industry practices into the classroom, creating a dynamic learning environment, which is a hallmark of UNIMAS’ educational philosophy,” he added.