Malaysia's public relations (PR) industry stands at a crossroads. Once viewed primarily as a conduit for government messaging and corporate announcements, the profession has evolved into a strategic function essential for managing reputation, navigating crises, and building trust in an increasingly complex digital landscape. Yet, as the industry celebrates its achievements on World Public Relations Day, leaders warn that it faces existential challenges—fragmentation, identity dilution, unethical practices, and a persistent bias toward foreign firms. This article examines the current state of Malaysia's PR industry, its challenges and opportunities, and explains how a trusted guide—such as professional bodies like the Institute of Public Relations Malaysia (IPRM) and the Public Relations and Communications Association (PRCA) Malaysia—can help practitioners and organisations navigate this dynamic landscape.

The Evolution of Public Relations in Malaysia

The story of the public relations industry in Malaysia is intrinsically linked to the nation's own development. In the colonial era and early years after independence, "public relations" primarily meant government information work—explaining policies, countering rumours, and winning hearts and minds during times of political change. As Malaysia industrialised, ministries, agencies, and government-linked companies began recognising that communication was not just about issuing statements, but about building confidence and trust over time.

In 1962, a group of visionary practitioners founded the Institute of Public Relations Malaysia (IPRM), believing PR should be treated as a profession with standards, ethics, and a clear role in nation-building. Tunku Abdul Rahman became IPRM's first patron, signalling the importance of open and transparent communication in a multi-ethnic, multi-religious country. Over the decades, IPRM has developed ethical codes, organised conferences and training, and introduced accreditation to recognise competent practitioners.

Today, Malaysia's PR landscape encompasses thousands of professionals working in consultancies, in-house departments, government agencies, and non-profits. The market for PR services was valued at approximately USD 20.4 billion in 2024 and is projected to reach USD 30.6 billion by 2033, growing at a compound annual rate of 4.8% . The PR tools market, encompassing software for media monitoring, analytics, and automation, is estimated to grow from USD 6.5 billion in 2024 to USD 12.4 billion by 2033 at a CAGR of 7.5%.

The Identity Crisis: PR Versus Content Creation

Despite its growth, Malaysia's PR industry faces a fundamental identity crisis. Public Relations and Communications Association (PRCA) Malaysia president, Professor Mohd Said Bani CM Din, has expressed concern that PR is increasingly misunderstood or reduced to superficial activities such as managing viral content, drafting social media captions, or handling optics during crises.

"The profession must return to its roots of truth, trust, and transparency," he said in a statement marking World PR Day 2025 . "Public relations is more than just content creation or social media management. It is about strategic relationship-building, managing reputation, and engaging stakeholders with integrity and empathy."

The rise of digital platforms, influencer culture, and social media marketing has further diluted public understanding of PR. Today, marketers, content creators, digital agencies, and anyone with a TikTok following often lay claim to the PR label, blurring distinctions and eroding the profession's core identity. This confusion shifts focus from relationship-building to content-churning, from strategic counsel to viral metrics.

Nowhere is this more dangerous than in crisis situations. Professor Said Bani recounted one in-house executive declaring, "The war is on social media" during a corporate crisis. "That mindset is dangerous," he warned. "A crisis is not a war, but a time for calm and sincere communication. Social media is a platform, not a strategy. Confusing volume with value risks undermining credibility".

True crisis communication is rooted in integrity, accountability, and empathy—not optics or algorithms. By conflating PR with social media, the industry risks diminishing the strategic thinking, stakeholder management, and long-term brand stewardship that sit at its heart.

Fragmentation and the Accreditation Challenge

Malaysia's PR industry suffers from significant fragmentation. The country currently has three separate associations representing PR practitioners, yet only one consistently receives government funding and operates from within a ministry—despite no legal framework granting it exclusive legitimacy. This has created tension and disunity, with discussions on professional accreditation taking place without proper industry-wide consultation.

"Decisions are being made without engaging the very practitioners, agencies, and educators who make up the ecosystem," Professor Said Bani noted. "This top-down approach risks deepening disunity rather than elevating professional standards".

The absence of a centralised database or registry to measure the size and scale of the industry is also a barrier to effective planning and policymaking. Without reliable data on how many PR professionals operate in Malaysia or what roles they play, advocates struggle to make the case for the profession's importance or plan for its future.

Academia faces its own challenges. Malaysian PR curricula continue to rely heavily on Western textbooks and frameworks, with fewer than seven Malaysian-authored texts available from the 1980s through to 2020. This leaves educators and students without locally grounded references that reflect Malaysia's distinct political, cultural, and social dynamics. As Dr. Catherine Lee of Sunway University observes, Malaysian PR operates within frameworks that differ from Western contexts, and students relying solely on international textbooks may miss crucial dynamics of local practice .

The Foreign Firm Bias: A Malaysian Paradox

Another pressing challenge is the persistent bias toward foreign PR firms, especially for high-profile government or government-linked company (GLC) projects and crisis assignments. Time and again, political lobbyists or communication firms from the UK or the US are appointed as "PR experts" for Malaysian matters. These firms often engage local personalities—ex-media figures, retired marketers, or individual consultants—as their Malaysian "representatives" to front operations.

This sidelines Malaysia's vast pool of experienced PR professionals and reinforces the outdated perception that "foreign equals superior". It also ignores a core truth: effective PR is local—rooted in language, cultural nuance, and community dynamics.

Professor Said Bani points to Singapore as a contrasting model: "In Singapore, the government offers grants to help local PR firms expand globally. In Malaysia, we ironically pay foreign firms to operate in our own saturated and under-supported market—a paradox that must be addressed if we are serious about building national communication resilience".

Unethical Practices and the Need for Standards

In July 2025, PRCA Malaysia and the Public Relations Practitioners Society of Malaysia (PRactitioners) jointly raised the alarm over the rise of unethical operators misrepresenting themselves as legitimate PR service providers. These entities lure unsuspecting clients with sensational promises such as "guaranteed media coverage," "headline success without spending thousands," and "overnight fame."

"These claims blatantly distort the role and principles of public relations," the statement read. "Such practices are deceptive and dangerous, reducing a profession grounded in strategy and trust to a transaction-based publicity stunt" .

The statement emphasised that true public relations is not a shortcut to visibility but a long-term commitment to building reputation, relationships, and stakeholder trust. Ethical PR firms do not and cannot guarantee media coverage, as editorial control rests with journalists and editors, not consultants.

Concerns were also raised about agencies offering unusually low retainer fees while promising "strategic PR" with media guarantees. Such claims distort market expectations, devalue the expertise of legitimate professionals, and exploit clients' desire for visibility.

The Path Forward: Reset, Reframe, Reimagine

Despite these challenges, industry leaders see tremendous opportunity for renewal. Professor Said Bani has called on practitioners to "reset, reframe, and reimagine" the profession in Malaysia.

Reset the foundations anchored in ethics, truth, and trust. PRCA Malaysia's Code of Ethics & Integrity provides a clear framework for responsible communication grounded in global standards and local values.

Reframe the role—no longer as support functions, but as strategic enablers of trust, transparency, and transformation. PR practitioners are not content managers; they are architects of narratives and custodians of conscience.

Reimagine the future—one where Malaysian PR professionals shape global conversations, influence policy, and lead with authenticity.

Ravindran Raman Kutty, a veteran practitioner and columnist, adds that for the industry to survive and thrive, PR leaders must insist on being involved early in decision-making—not only when the press release is needed. Practitioners should champion ethics and inclusion, asking "How will this affect trust?" and investing in skills including data literacy, AI, issues management, and behavioural insights .

How a Good Guide Can Help

In a fragmented and rapidly evolving industry, a trusted guide is invaluable. Professional bodies like IPRM and PRCA Malaysia serve this role by:

• Providing ethical frameworks through codes of conduct and professional standards 

• Offering accreditation and training to recognise competent practitioners and elevate industry standards 

• Facilitating networking and collaboration across agencies, in-house teams, and academia 

• Advocating for the profession with government and industry stakeholders 

• Publishing research and resources, including locally grounded textbooks and case studies 

For organisations seeking PR counsel, a good guide helps distinguish genuine strategic communication from gimmick-based publicity. It provides benchmarks for evaluating agency capabilities and ensures that practitioners adhere to ethical standards.

Conclusion

Malaysia's public relations industry has come a long way since the founding of IPRM in 1962, yet it stands at a critical juncture. The challenges of fragmentation, identity dilution, foreign bias, and unethical practices threaten to undermine decades of progress. However, with strong leadership from professional bodies, commitment to ethical practice, and a renewed focus on strategic value, the industry can emerge stronger. As Professor Said Bani reminds us, "PR is not noise; it is nation-building".

Frequently Asked Questions (FAQs)

1. What is the current size of Malaysia's PR industry?
The Malaysia Public Relations Agencies Market was valued at approximately USD 20.4 billion in 2024 and is projected to reach USD 30.6 billion by 2033, growing at a compound annual rate of 4.8% . The PR tools market, encompassing software for media monitoring and analytics, is estimated to reach USD 12.4 billion by 2033 . However, the industry lacks a centralised database, so these figures may not capture the full scope of the profession .

2. How is Malaysian PR different from Western PR?
Malaysian PR operates within distinct political, cultural, and social frameworks that differ significantly from Western contexts . The Institute of Public Relations Malaysia (IPRM) defines PR as "the planned and sustained effort" to create mutual understanding between organisations and their publics, with emphasis on the "two-way flow of information" . Effective PR in Malaysia must be rooted in local language, cultural nuance, and community dynamics, particularly given the country's multi-ethnic, multi-religious character .

3. What qualifications do I need to become a PR practitioner in Malaysia?
While there is no single mandated qualification, most practitioners hold degrees in communication, public relations, or related fields. Professional accreditation is available through bodies like IPRM and PRCA Malaysia . These organisations offer training programmes, certifications, and continuing education opportunities. Given the fragmentation of accreditation, practitioners are encouraged to seek programmes recognised by established professional bodies.

4. Why do some organisations prefer foreign PR firms over local ones?
The preference for foreign PR firms, particularly for high-profile government and GLC projects, stems from the outdated perception that "foreign equals superior". Some organisations believe international firms bring greater credibility or expertise, despite the availability of highly capable Malaysian professionals. This practice sidelines local talent and ignores the importance of local cultural understanding in effective communication. Unlike Singapore, which offers grants to help local PR firms expand globally, Malaysia has no equivalent support system.

5. How can I identify an ethical PR practitioner in Malaysia?
Look for practitioners who are members of recognised professional bodies such as IPRM or PRCA Malaysia, as these organisations maintain codes of ethics and professional standards. Be wary of agencies that promise "guaranteed media coverage," "overnight fame," or unusually low retainer fees with extravagant claims. Ethical PR firms focus on long-term reputation building, strategic counsel, and transparent communication rather than vanity metrics or shortcuts to visibility.

Want to learn more? Read: Top Players of the Public Relations Industry in Malaysia: Agencies...