WWF is one of the world’s largest conservation organizations

WWF is one of the world’s largest conservation organizations. It was conceived on the 29th April 1961. Its first office opened in September 1961 in the Swiss town of Morges. The central secretariat for the network called WWF International and now located in Gland, Switzerland (organizational structure). WWF is an independent foundation registered under Swiss law. The organization has offices in more than 80 countries around the world.
One of the 80 countries around the world is Malaysia. WWF Malaysia is a national conservation trust affiliated to the WWF global network. Working to promote harmony between human beings and nature for four decades, the organization to date runs more than 90 projects covering a diverse range of environment protection and nature conservation work in Malaysia. WWF-Malaysia has come a long way since its coming into being on the 13th of January 1972. In the early days, WWF Malaysia solely focused on wildlife conservation such as saving endangered species like the tigers and turtles. WWF Malaysia’s work has extended to encompass marine and forest conversation as well from to protecting their highlands and forests and also rivers and seas. WWF-Malaysia undertake scientific field research, public awareness campaigns, business and industry engagement, environment education as well as policy advocacy. WWF Malaysia works hand in hand with local communities to improve their livelihoods while enabling their participation in conversation as well as training and supporting other environment protection organizations in Malaysia. WWF Malaysia is privileged to have more than 70,000 supporters who interact with them on Facebook. About 52,000 individual supporters who fund 34 critical projects and even more financial backing from the corporations. WWF Malaysia stand the best chance of saving our biodiversity as well as achieving the sustainable management of our natural resources, to safeguard our good quality of life and that of our children and future generations. WWF stands for World Wide Fund For Nature. IT formerly known as the World Wildlife Fund but adopted its current name to show that its also works on other environment issues and not just wildlife. WWF Malaysia began as a humble two-person organization. WWF Malaysia have close 200 people working with them that is from Kedah to Sabah. WWF Malaysia also known as Tabung Alam Malaysia and governed by a Board of Trustees. Earlier, WWF Malaysia focused on scientific research of wildlife and important natural habitats and expanded to the management of protected areas. WWF Malaysia covers the broader issues of the natural environment, incorporating such aspects as policy work, environment education, public awareness and campaigns.
WWF Malaysia is headquartered in Petaling Jaya, Selangor in Peninsular Malaysia with programme offices in East Malaysia in Kota Kinabalu, Sabah and Kuching, Sarawak.
2.0 Findings
WWF Malaysia’s mission is to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature, by conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable and promoting the reduction of pollution and wasteful consumption. For Peninsular Malaysia’s vision is the establishment, maintenance of a viable, representative network of protected areas encompassing Peninsular Malaysia is most threatened and biologically significant ecosystems, that contributes to human well-being and species conservation. For Sabah and Sarawak, vision is that the forest ecosystems are protected and managed through the maintenance of viable, representative network of protected areas in the most threatened and biologically significant regions of the two states by 2020.
WWF Malaysia cooperation with partner is based on a common understanding issues, shared ambitions or activities and willingness to speak out in public. In general, WWF Malaysia distinguish three types of partnerships with companies. Firstly, driving sustainable business practices. WWF Malaysia aim to deliver conservation results on key issues or in priority places by changing throughout a company’s operations and value chain. These intend to reduce the major environmental impacts of some of the world’s largest companies, achieve conservation results that would not otherwise be possible, and influence related sectors and markets. Secondly, communication and awareness raising. WWF Malaysia aim to highlight the beauty and uniqueness of places and species for which WWF stands. This approach includes, for example, consumer actions to encourage the purchase of sustainable products such as MSC certified fish. Thirdly, selfless partnerships. This approach is articulated through specific programmes with companies to fund conservation projects and the institutions that deliver them. Selfless relationships with companies raise money for the conservation of key places and species, and the capability and tools to deliver such conservation.
To be a volunteer in WWF Malaysia, the person need to be an outgoing and enthusiastic person, with a passion for wildlife and the environment. Besides that, the person need have a great smile, have the ability to work hard and play hard, you must be an excellent team player and 18 years old above, should be a Malaysian citizen or hold relevant residence status. As a volunteer of WWF Malaysia, the person will be fundraise for WWF-Malaysia, build awareness of our campaigns and programmes, engage with the public through face-to-face interactions at events or roadshows with the aim of expanding our donor base and will be part of an energetic, passionate and fun marketing team. The person will be rewarded by giving the volunteer opportunity to develop her/his interpersonal and communication skills in support of good cause. The volunteer also has the chance to develop sales and marketing skills in support of conservation. In additions, the volunteer can develop a deeper understanding of WWF-Malaysia’s conservation efforts. Volunteer also will be given a certificate of appreciation and exclusive T-Shirt.

3.0 Analysis and Discussion
Public relations are the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.
From what we get from interview and further information from media social, WWF Malaysia is working to promote harmony between human beings and nature for four decades, the organization to date runs more than 90 projects covering a diverse range of environmental protection and nature conservation work in Malaysia. WWF-Malaysia has come a long way since its coming into being on the 13th of January 1972. In the early days this organization company had solely focused on wildlife conservation such as saving endangered species like the tigers and turtles, today their work has extended to encompass marine and forest conservation as well from to protecting our highlands and forests, and also our rivers and seas. WWF Malaysia also undertakes scientific field research, public awareness campaigns, business and industry engagement, environmental education as well as policy advocacy. WWF-Malaysia works hand in hand with local communities to improve their livelihoods while enabling their participation in conservation as well as training and supporting other environmental protection organizations in Malaysia. WWF Malaysia is privileged to have more than 70,000 supporters who interact with this organization on Facebook about 52,000 individual supporters who fund 34 critical projects and even more financial backing from the corporations.
WWF Malaysia is doing a good public relation. They have an ability to communicate brilliantly. Public relation is all about communications, so it makes sense that the best Public Relation practitioners are brilliant communicators. WWF Malaysia spoken communications is superb. For example, WWF Malaysia have been hosted Sabah Environmental Seminar to heighten biodiversity conservation awareness in the state. The speakers at this seminar were made up of WWF-Malaysia’s team of in-house experts, each with extensive experience in the field of biodiversity conservation. WWF Malaysia is an understanding of the media. Within that changing landscape, traditional media still has an important role to play and media relations skills are a vital tool for any PR practitioner. An effective media relations campaign can generate third party endorsement via media mentions and this in turn can add immense value to any brand. WWF Malaysia know how the media works, and know how to work with media as important as understanding clients’ needs. WWF Malaysia did used research to identify problems. WWF Malaysia did scientific field research. For example, the issue of highly used of land area in Kinabatangan. To addresses these issues, WWF-Malaysia focuses on different areas to achieve the aims of the ‘Corridor of Life’ Vision. WWF-Malaysia works with oil palm plantations and the local community to carry out reforestation projects. While it is not possible to reforest the whole area, the project aims to identify crucial areas and carry out replanting work to maximise the impact. WWF Malaysia used communication tactics strategically.
WWF Malaysia in an organization that implement a good public relation. The key of their success in every program, campaign and seminar is have an excellent public relation practitioner.

4.0 Conclusion
It can be said that WWF PR practitioner plays an important role in building long term relationships with key stakeholders, support the growth and achievements of the mission. The WWF organization maximize use of their PR professionals in order to make all the programme launched are succeed. The WWF also work closer with the public and it is important for PR to maintain a good relationship with the local communities especially, to ensure that the objective of the programme can be achieve.
When we talk about WWF, we might think about panda, well that what we see in their mark, but WWF is more than that. WWF are non-profit organization that work to stop the degradation of our planet’s natural environment and build a future in which people live in harmony with nature. Even if technology can be a powerful force to improve our standard of living but it comes at a cost. New technological goods are often burdensome to the environment. This damage may come from acquiring the resources to produce new technology or from toxic by-products of technological production. It can consist of environmentally harmful waste produced by the technology itself. For example like, global warming. The sign of effect of global warming are appearing right now. The heat is melting glaciers and sea ice, shifting precipitation patterns, and setting animals on the move. This planet today are suffering from the impact of global warming. Many species are have been impacted by rising temperature. For example, researcher Bill Fraser has tracked the decline of the Adelie penguins on Antarctica, where their numbers have fallen from 32,000 breeding pairs to 11,000 in 30 years. Other effects could take place later this century, if warming continues.
WWF are working hard in promoting low carbon societies to cut dependence on dirty energy and fuels. From the local to the global, WWF works to promote a shift away from carbon-intensive activities by holding governments to account and encouraging ambitious policies that favour renewable energy. In this matter PR practitioner plays an important role to ensure that the campaign in which to give an awareness to the local are continuously and there are action to be taken. But it can be done if people are not cooperate in took part and support this campaign. It is important to gather as much people, so that certain parties can took an initiative to minimize the impacted.
In conclusion, WWF is the organization that maximizing usage of their PR professional to build strong partnership across the world with the government, business, civil society and individuals in term of creating the continuously awareness campaign and maintain good relationship with the local communities in which to ensure that the objective of the programme can be achieve.
5.0 Appendices