When Messaging Fails Miserably, So Do Governments

By The Malketeer

Madani’s Communication Crisis – Timing, Tone, And Transparency

In an age where perception often trumps reality, communication is king.

Yet, the Madani government’s latest mishap surrounding the now-retracted Religious Affairs Ministry guidelines serves as a textbook example of how poor messaging can undermine even the most well-meaning intentions.

The backlash was swift and merciless.

Within hours of the guidelines being announced, social media was ablaze with criticism from moderate advocates and rights groups who saw it as an unnecessary intrusion.

Even more damning was the reaction from netizens who were not just angered by the content but exasperated by the government’s inept communication strategy.

Here’s the harsh truth: communication isn’t just about getting your message across—it’s about timing, tone, and transparency.

And right now, the Madani administration is lagging spectacularly on all fronts.

What Went Wrong?

1. Premature Announcements: Why announce something that hasn’t been finalised? By doing so, the government effectively invited chaos. As one frustrated netizen, Luqkerman Tarmizi, aptly pointed out on Twitter, “Benda tak rasmi, belum finalise, dalam kajian, kenapa kalut umumkan?” Translation: “If it’s unofficial, not finalised, and under review, why the rush to announce it?”
2. Tone-Deaf Social Media Practices: Official government accounts amplifying posts from dubious sources or “cytros” (cybertroopers) only fuel public distrust. When credibility is already on the line, every retweet matters.
3. Long-Winded Press Releases: The public doesn’t have the time—or patience—for verbose statements that do little to clarify the situation. What people want are concise, clear answers.

A Tactical Blunder or a Deliberate Strategy?

Some speculate that this could be a deliberate strategy—a trial balloon to gauge public reaction before making an official decision.

If true, it’s a risky move that borders on manipulation.

The public isn’t a focus group to be toyed with.

Transparency and accountability should never be sacrificed for political expediency.

Learning from the Best

Perhaps it’s time for the Madani administration to borrow a page from the White House playbook and appoint a dedicated and articulate media spokesperson.

A competent spokesperson who understands media dynamics and public sentiment could help steer communication efforts in a more effective direction.

A media spokesperson would not only provide clarity during crises but also ensure that the government speaks with one voice.

No more mixed messages, no more U-turns—just consistent, coherent communication.

The Marketing Lesson

For marketers, there’s a valuable lesson here: brand messaging is everything.

When a brand—or in this case, a government—fails to communicate effectively, trust erodes, and reputations suffer.

The same principles that apply to corporate communication—know your audience, craft clear messages, and control the narrative—are just as critical in the political arena.

A Willingess to Listen

The Madani government has a choice: continue on its current path of communication blunders or take decisive steps to revamp its messaging strategy.

The latter will require humility, introspection, and perhaps most importantly, a willingness to listen.

Because in the end, effective communication isn’t just about talking—it’s about understanding.