A 'world-class' aspiration...

Being the first news agency in the world to attain ISO-status is not good enough for Bernama. What it needs to do is to continously improve itself albeit in small steps. The biggest threat is complacency. So, over the last two-and-half days, senior officers converged in the seaside town of Port Dickson, some 100 kms from Kuala Lumpur, to review the organisation's overall ISO procedures. A significant aspect that was re-examined in the quality manual was to upgrade Bernama's aspiration from being a leading regional news agency to a world-class entity. The brainstorming retreat also marked the introduction of the operational procedure for the newly-created Bernama International Service. The formation of BIS had been endorsed by the management having seen the need to split the Features and Foreign News Service to make them more focussed. Features is now back under the General News Service but with an improvised approach. In terms of quality system, continuous improvement will propel an organisation towards excellence. This can be envisioned through the "Deming Cycle" named after American statistician William Edwards Deming, regarded as the Father of Modern Quality Control.

The "Deming Cycle" provides a framework for continuous improvement of business process. It can be summed up in four bold steps:

• Plan: Determine the action you intend to take as well as the steps required to achieve it. Design the new process (the "to-be" state)

• Do: Execute the plan. Implement the new process

• Check: Measure the outcome of the plan. This require identifying measurable outcomes of the new process

• Act: Decide what needs to be done to improve the process.

Deming, also a college professor, author, lecturer and consultant was widely credited with improving production in the United States during World War II. However, he was perhaps best known for his work in Japan where he developed the PDCA approach in the 1950s. He taught top Japanese management better design of products to improve service and higher level of uniform product quality. Deming made a significant contribution towards Japan becoming renowned for producing innovative high quality products. He is regarded as having had more impact upon Japanese manufacturing and business than any other individual not of Japanese heritage.