Bandar Seri Begawan - The Sultan Haji Hassanal Bolkiah Foundation (YSHHB) lauded the role of the media as agents of change, and underlined the important role it plays within shaping the community.

Speaking at the Media Appreciation and launch of the Yayasan SHHB's official website, Managing Director of YSHHB, Dato Paduka Hj Ali Hashim Hj Daud called on the media to play a role in supporting efforts of community building, highlighting the influence it can have on society. "It can not be denied that in this modern age the media has been viewed not only as a disseminator of information, but also as a catalyst for the idea and thinking of the community."

Quoting a communications expert, Dato Hj Ali Hashim added that in many situations the media is not able to influence what people think, but instead the media manages to persuade its readers what to think about. "As such the media have been labelled as agents of change within the community," he added, stressing that the media has its voice and have a responsibility in reporting news and issues which are timely, accurate and important in the process of community building.

"With the coverage provided by the media, information regarding the programmes, vision and activities of the foundation will be able to garner support to all levels of the community as well as particular focus groups," he said.

The foundation, as a social institute involved with providing aid and welfare services, is greatly aware of the need for cooperation with both government and private sector agencies to realise its goals and ambitions.

The managing director also pointed out that YSHHB represents the community undertaking of His Majesty the Sultan and Yang Di-Pertuan of Brunei Darussalam and his family.

"It is evidence that His Majesty is a ruler that cares greatly for the welfare of the people of Brunei."

As such, YSHHB has established a strategic network over the last 17 years to execute its programmes and projects with the aid of both public and private sector agencies, non-government organisations and volunteers, in a systematic and effective manner.

It is here within this strategic network that YSHHB sees the media as an important stakeholder in providing support to the foundation's initiatives, activities and projects. -- Courtesy of Borneo Bulletin

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