My Anthem

Thursday, March 24, 2005

BrandMalayisa.PakLah.com?

THE STAR led off page 1 today with Brand Malaysia, followed by sub-head PM: Let's promote our country as corporate nation with best practices.

Speaking as the CEO of Malaysia, Prime Minister Datuk Seri Abdullah Ahmad Badawi vowed that "Malaysia wants to brand itself internationally as a corporate nation that emphasises quality, security, service and efficiency."

Although there was a good story to tell about Malaysia, it was unfortunate that the country was consistently plagued by a perception problem, particularly among foreign investors, he said yesterday when opening the Invest Malaysia 2005 Conference organised by Bursa Malaysia, CIMB and Credit Suisse First Boston.

He lamented that "We are perceived to be still clinging on to capital controls when all major controls have been lifted.

"We are perceived to lack corporate governance when our standards are equal to, if not higher than, many other jurisdictions." (All three emphases are desiderata's)

He also called on the private sector and corporations in the country to go forth to publicise the BrandMalaysia, as Malaysia is truly "a secret that needs to be discovered".

I fully support dear Pak Lah's appeal, some of his opinions on the subject of branding, especially his laments on "mis-perceptions" that put Malaysia at a disadvantage. But I also think there is validity for some of the "unfair" perceptions held by foreigners.

Like the issue of corruption, Transparency International ranks countries by the criterion of PERCEPTIONS as it is impossible to gain empirical evidence of the level of corruption, a prevasive problem with all countries, developed, developing or under-developed. It might be unfair and "wrong" with Transparency International's annual survey findings, but all surveyed countries,including Malaysia, have to learn to live with it.

Publlic relations and advertising personnel willl always strive to promote the "best selling proposition" for their clients, individual, corporate or national.

So if other conutries still think Malaysia is still practising capital controls because of the ringgit peg (RM3.80 to the USD1), introduced in the tumultuous times of the Asian financial crisis in 1997/98, who is to rebut their perception? The ringgit peg remains today, despite calls by various quarters, including Malaysian corporates, to lift or amend the peg over tha past two years.

Who is to rebut potential investors' perception that "hands need to be greased" to overcome bureaucratic red-tape, and that's why you need to employ a local who knows the local machinery and can also do as "In Malaysia, do what the Malaysians do", in line with "When in Rome, ....." I fcat, the lecturers at some Masters programmes I know "preach" this maxim when teaching a class on Ethics in Business or Corporate Governance.

International business confidence needs to be eraned, and a thousand appeals won't make much progress when the officials down the hierarchy don't walk in tandem as the Number One's "Walk the Talk" leadership by example.

Malaysia's pronounced public policies in trade and commerce are quite in tune with a modern nation, hence the country ranks near the top 10 among the world's top trading nations, quite an achievement by any measure!

But there is a lot to be done before we get any near our goalpost of developed nation status come 2020 -- it's just a short 15 years away. Our leaders including Pak Lah have lamented that we have First World infrastructure but the people practise tThird World mentality and behaviour -- witness motorists' performances befitting circus actors on our highways.

Yes, we have come a long away in many areas too. There's no longer long and winding queues at the banks, hospitals and most government departments since the former PM introduced the "number system". Our people are quite known for going out of their way to "help the foreign tourists" (Remember MAS used to win international accolades for Friendly Service, and its Girls with the Golden Smile?) , but when it comes to treating fellow Malaysians, often the smile turns into a scowl.

And try making a police report for an accident or a crime, or even seek redress at any private or even listed company's customer service counter. Often only the educated and aggressive complainants get prompt service, but the less educated and illiterate -- hence milder ones -- get shunted from counter to counter.

Do this testing: Ring or Email any corporate or government hotline or Helpline, I bet in 9 out of 10 cases, you get a taped reply that asks you to press key #1, followed by 3, followed by *, and after a few precious minutes, you get back to square #1. They call it a Merry-Go-Round, I call it the Wild-Goose-Chase, but the end result is the same -- a frustrated Malaysian, or worse, a frustrated, potential foreign investor! I'm speaking from experience here, as a journalist with 30 years experience and as an ordinary Malaysian customer without an honorific in front.

Just to relate a recent experience -- RTM asked home audience to Email or telephone any questions to be addressed to PM Datuk Seri Abdullah Ahmad Badawi at its "Fast Forward" programme recently. I sent my Email question to the listed address, as well as one other address that Jeff Ooi of Screenshots was kind enough to forward me, but several attempts that day yielded a bounced back advice as "Message undeliverable". Phone calls at the fixed line listed, continually for 45 minutes during the hour-long programme, met with a "Busy line" response, via both fixed line and handphone attempts.

I don't envy Pak Lah's position. I admire his honourable intentions and well publicised national goals to bring the nation forward. I think he means what he says. I think he's determined. I perceive him as a man of his word. I'll support him in his noble endeavours 100 percent.

But are our government servants, and Cabinet members, and State MBs and CMs, giving of their 100 percent? Hello, fellow Malaysians, I need your views and feedback.

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