USM PENANG, 20 April 2026 – Universiti Sains Malaysia (USM), through its Media and Public Relations Centre (MPRC), is strengthening its institutional communication approach by empowering student leadership as a core component of the university’s media ecosystem.

In line with the aspirations of the university leadership, students are viewed as an integral part of USM’s identity and voice, playing an important role in shaping the institution’s narrative in a broader and more influential manner.

This initiative was realised through the Official Universiti Sains Malaysia Social Media Team Engagement Session with Student Association Leaders, which brought together key representatives of campus student leadership on a platform designed to facilitate more structured, integrated, and scalable communication coordination.

The session saw broad participation involving 33 secretariats, 32 student organisations, 31 clubs, 14 State Students’ Associations, seven Desasiswa Representative Councils, and five welfare clubs of uniformed bodies, reflecting the breadth of the student ecosystem and the need for more systematic communication coordination.

Unlike conventional briefing approaches, the session was designed as a strategic platform that positions student leaders as key drivers in the dissemination of university information. Discussions focused on structuring the role of student organisations as active, organised, and impactful institutional communication partners.

MPRC Director, Latifah Abdul Latif, emphasised that the strength of university communication depends on the extent to which information can be mobilised collectively through student networks.

“Student leadership plays a vital role as a bridge between the university and the student community. Information must be communicated in a structured and consistent manner so that its reach and impact can be expanded comprehensively.”

This approach reflects a shift towards a more collaborative and network-based communication model, with student leaders serving as catalysts in expanding reach and strengthening the university’s official narrative.

In line with this, MPRC also introduced a strategic partnership collaboration framework that enables student organisations to leverage the university’s official communication channels, obtain support for professional news writing, and secure documentation in the form of bulletins as formal records of activities, thereby enhancing the strategic value of student programmes and the credibility of the organisations.

The session also highlighted the importance of extending communication outreach to international students in line with the global composition of the USM community, through the involvement of student leaders as intermediaries who are more closely connected to their respective communities.

In a broader context, this initiative reflects USM’s ongoing efforts to adapt its communication approach to the dynamic digital media landscape through a co-creation model involving both the administration and the student community.

USM Vice-Chancellor, Professor Dato’ Seri Ir. Dr. Abdul Rahman Mohamed, emphasised that students must emerge as key drivers in strengthening the university’s voice within the media space.

“Students are part of USM, and they must play a bolder and more strategic role in shaping the university’s narrative. When the student community moves in alignment and with consistency, the true strength of the USM brand will become more evident and influential.”

The reality is that the strength of an institution is best reflected when its entire community moves as one consistent and influential voice, building narratives that create meaningful and positive impact.

Text: PrivinKumar Jayavanan, Media and Public Relations Centre (MPRC), USM/Editing: Associate Professor Dr. Shaik Abdul Malik Mohamed Ismail, Senior Editorial Consultant @ MPRC USM/Photo: Afimie Baharit, Intern@MPRC