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Toolkit for Competition
Advocacy in ASEAN
Toolkit for Competition
Advocacy in ASEAN
Academia
Media
In general, academia refers to learning institutions: colleges,
universities and research institutions, such as think-tanks and
policy centres. To create and build a competition culture, the CA
should actively engage academic institutions and encourage
research on emerging competition and sector-specific issues as
well as good practices for CPL implementation. Providing grants
to promote research in competition-related areas is a good way
of building awareness, as well as creating an interest in this
area of law.
Furthermore, the CA could rely on academia for building a body
of literature for the CA, by assessing national and international
CPL developments and discussions. Academic fora also prove
to be an ideal place for practitioners, enforcers and the private
sector to interact. Academia should further be encouraged to
conduct training courses on CPL, as well as have capacity-
building programmes in place for officials. Finally, the CA could
work with academia on developing curricula to be integrated
into universities.
Traditional media includes television, radio, newspapers,
magazines and other forms of print media. Amid the rise of
digital media and competition heating up in the media space, the
traditional media is still very relevant and a strong information-
building tool. Newspaper readership is still strong, and a study
done by Nielsen from July 2014 to June 2015
2
shows that
Malaysia’s readership was 57%, Singapore 62% and Thailand
19%. Readers tend to spend more time reading or browsing a
newspaper compared with other digital media. This allows for
more focus, clarity, continuity and better information gathering.
Average readership time is about 17 to 20 minutes, compared to
digital media, which has a shorter span.
Media promotes greater public awareness of issues and therefore
it is more relevant for a subject matter, such as CPL, to use the
traditional media when conveying messages. The traditional
media can act as an ally to the CA, provided they are given the
right and regular briefings to understand the issues and kept
abreast of new developments in CPL. The media can be involved
in two ways: firstly, through public policy reporting and secondly,
through investigative reporting.
Public policy reporting would involve reporting on the policy,
e.g. explanatory reports on the long-term effects of the lack of
competition laws on economic growth; the extent of control of
monopolistic corporations; the inadequacy of current regulatory
framework against cartels; monopolies; making the public
The academia who study
the development of CPL,
both in their country and
abroad, are an important
source of information for
the CA and key partner in
championing competition
reforms.
As the media provides the
channel for communication
with the general public
and helps shape public
perception, it can assist
in promoting greater
awareness about issues
related to CPL.
SINGAPORE
THAILAND
NEWSPAPER
READERSHIP
July 2014 to June 2015
62
%
19
%
57
%
MALAYSIA
2.
Starbizweek, 24 October 2015
understand the impact of deregulation; the impact of monopolies in certain
sectors; and exposing the contradictions or conflicts of government rule
and regulations.
Investigative reporting may not be suitable for CPL, as the CA itself has the
mandate to conduct investigations. However, the media could report possible
anti-competitive activity or offer constructive criticism on policies or market
behavior that may have anti-competitive effects. The spokesperson for the CA
then must be prepared to answer questions regarding anti-competitive practices,
or follow up questions on investigations being undertaken by the CA. Answers
should be candid without revealing confidential information that would jeopardise
investigations and the outcome of cases.
For a new CA, the initial implementing years should ideally allocate a large
enough budget to advertise the role and functions of the CA to the public
through the traditional media. There is a two-pronged approach to tackling
advocacy with the media. Firstly, the public should be made aware of the
establishment of the new agency. The CA should make itself visible to the
public. Therefore periodical advertorials on the agency could be carried out in
the mainstream traditional media.
Secondly, the communications unit in the CA should constantly maintain close
working relationships with the media. This is to ensure that any press release
or press conferences will be well covered by the media. It is always important
to keep the media proactively informed of any key investigations being initiated
or concluded.
As an initial initiative, the media could include the general media, but
eventually the CA must work towards establishing contact with the economic
desk. This is to ensure that continued coverage of issues in the CA is picked
up and reported.
New and digital media refers to the content available on-demand through the
Internet, accessible on any digital device, and usually containing interactive user
feedback and creative participation. Examples include websites,
online newspapers, blogs, Facebook and other social
media. It is grounded on an interactive community.
New and digital media have been on the rise
in recent years, allowing instant delivery
of messages at low costs. The potential
for outreach, particularly to target the
young generation, is considerable, as
is the opportunity to have a two-way
communication with the public
on issues that affect consumers
and businesses.
