In Malaysia’s rapidly changing media landscape, influence is increasingly measured by follower counts, viral videos and social media engagement. KOLs and influencers have become powerful voices, capable of reaching thousands, sometimes millions, of people within a matter of hours.

But perhaps it is time to ask a more important question: Are we giving enough prominence to the journalists and editors who work behind the scenes to ensure that information is accurate, credible and responsibly presented?

Freelance journalists and editors may not always command the massive social-media followings associated with influencers, but their professional value cannot simply be measured by numbers.

Journalism is built on credibility, ethics and responsibility.

A journalist’s responsibility goes beyond creating content. It involves researching information, verifying facts, speaking to relevant sources, seeking different perspectives and presenting information fairly. Editors provide another essential layer of accountability by checking facts, challenging assumptions, improving clarity and ensuring that published material meets professional standards.

This distinction is particularly important today.

A social-media personality can post something within seconds and receive thousands of reactions. But a journalist may spend hours, days or even weeks investigating a story before it is published. The difference is not necessarily the size of the audience. It is the process used to establish whether the information deserves to be trusted.

This does not mean KOLs and influencers have no place in the media ecosystem. They have become an important part of modern communication and can be highly effective in reaching audiences that traditional media sometimes struggles to engage.

But popularity should not automatically be treated as credibility.

Media organisations, government agencies, corporations, event organisers and institutions should therefore consider giving greater prominence to professional journalists, freelance writers and editors when communicating with the public.

There is a wealth of talent among Malaysia’s freelance media community. Many freelance journalists have years of experience, specialised knowledge and extensive networks. They contribute stories to publications, conduct interviews, investigate issues and provide perspectives that might otherwise never reach the public.

Yet many continue to operate without the recognition or opportunities afforded to more visible media personalities.

The same applies to editors. Good editing is often invisible. Readers may never know how many hours an editor spent checking a story, correcting inaccuracies, verifying claims or ensuring that a piece was presented fairly. But that invisible work is one of the foundations of credible journalism.

This is where ethical journalism has an advantage that should never be underestimated.

Journalism carries a responsibility to the public.

Accuracy matters. Fairness matters. Verification matters. Giving people an opportunity to respond matters. Context matters.

These principles are not simply professional formalities. They are safeguards against misinformation, sensationalism and the distortion of facts.

As Malaysia navigates an increasingly crowded information environment, we should be asking whether our media culture has placed too much emphasis on who can generate the most engagement and not enough on who can provide the most reliable information.

The answer should not be to dismiss influencers or KOLs. Instead, we should create a more balanced ecosystem where influence and journalism can coexist, while recognising that they serve different purposes.

An influencer may bring attention to an issue. A journalist can investigate it. An influencer may start a conversation. A journalist can provide the facts and context behind it. An influencer may have reach. A journalist has a professional responsibility to verify.

That distinction matters. Malaysia needs voices that can question power, investigate issues, tell people’s stories and uphold ethical standards.

We need journalists who are prepared to ask difficult questions. We need editors who are prepared to challenge questionable information.

And we need a media industry that recognises that credibility cannot be measured by follower counts alone.

Followers measure reach. Journalism measures responsibility.

In the long term, a healthy media environment should value both engagement and integrity. But when it comes to informing the public, credibility must remain at the heart of the conversation.

That is why freelance journalists and editors deserve greater prominence, greater recognition and greater opportunities within Malaysia’s media landscape.

Because in an age where anyone can publish, professional journalism remains one of the disciplines that reminds us why we should care about getting the facts right.

Opinion by Ramani Parkunan, Writer, Journalist & Editor, and Secretary of Persatuan Wartawan Bebas Kuala Lumpur dan Selangor.