Jaffri is a Senior Public Relations and Communication Consultant and Managing Director at World Communications for the past 30 years. He provides PR, media and creative campaign counselling and training for Consumer Healthcare, FMCG, Pharmaceutical, Financial, Energy and Government agencies.

Jaffri is currently the President and a Fellow at IPRM (Institute of Public Relations Malaysia) and a Fellow at APRN (ASEAN Public Relations Network). Jaffri is also the Asia-Pacific Chair at the Global Alliance for Public Relations and Communication Management (GA).

Jaffri’s PR consultancy and talks are not just with MNCs, GLCs and Government Agencies in Malaysia but also within ASEAN and International PR communities. He is also regularly invited to speak on AI, ESG, Digital Disruption, Crisis Communication, and Brand Value & Stakeholder Management at corporate organisations and institutions in Asia, Africa and Europe.

Jaffri has won numerous PR and Communication Excellence Awards locally and in ASEAN. He is an Adjunct Professor, provides advisory and chairs the Industry-Academic Board for a few national public and private Universities. Jaffri launched his SQUARE PR Book this year, sharing his PR case-stories and calling upon global pr executives to be Strategic, Quick, Unique, Agile, Resourceful and Engaging.

Jaffri is the Founder-Director of the ASEAN-endorsed ASEAN INTERNATIONAL FILM FESTIVAL & AWARDS (since 2013) and the KUALA LUMPUR INTERNATIONAL PR CONFERENCE (since 2019).