KOTA KINABALU: Datuk Seri Dr Salleh Said Keruak, the Sabah BN Election Director, has urged UMNO’s information machinery to adopt a more proactive stance in shaping and managing political narratives in anticipation of the forthcoming Sabah State Election.
During his address at the UMNO Sabah Information Programme, Salleh highlighted that the responsibilities of the information unit extend beyond merely responding to criticisms.
“It is essential to foster public trust through factual information, strategic communication, and digital interaction.
*If we fail to shape the narrative, others will do it for us. We are no longer in an age where we can depend solely on large rallies. Platforms like TikTok, WhatsApp, and social media have become the true arenas of engagement,” he stated.
Salleh also commented on the growing narrative that draws comparisons between local and national parties.
“UMNO Sabah is a national party, yet it was established by Sabahans for the benefit of Sabahans. The origin of the party is less significant than its principles and the commitment to serving the people,” he remarked.
He called for all information units to present a unified message, tailor their strategies to different voter demographics, and make a persuasive argument that UMNO and BN are the most reliable and stable options for Sabah’s future.
Also in attendance were Datuk Suhaimi Nasir, UMNO Sabah Information Chief; Musliati Muslimin, UMNO Kota Kinabalu Division Chief; and Busiau Ampirak, UMNO Pensiangan Division Chief.
