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As Malaysia becomes increasingly connected and competitive, public relations (PR) is evolving into a strategic cornerstone essential for managing reputation, crisis response, environment, social and governance (ESG) initiatives, and stakeholder relationships. However, misconceptions persist as many still view PR as mere publicity or event planning, overlooking its core function in strategic communication and organisational influence. 

On 15 July 2025, in conjunction with World PR Day, Prof Mohd Said Bani, President of the Public Relations and Communications Association of Malaysia (PRCA Malaysia), stressed the urgency of grounding PR in truth, trust, and transparency while navigating digital disruption and fragmented identities. According to him, “PR is about strategic relationship‑building … engaging stakeholders with integrity and empathy …”, echoing across academia and practice alike for PR to reclaim its identity beyond clicks and content.

Despite a vast pool of capable Malaysian PR professionals, professional accreditation remains fragmented, leading to inconsistent qualifications and varying standards across the industry. Meanwhile, academia continues to rely heavily on Western textbooks and curricula, with fewer than seven Malaysian‑authored texts available from the 1980s through to 2020, leaving educators and students without locally grounded references.

The Rundown

Quotes taken from Public Relations in Malaysia (2025)

Malaysian PR operates within distinct political and cultural frameworks that differ from Western contexts. The definitions, roles, key skills and the subject’s professional history in Malaysia may differ from global or Western norms. For example, the subject of public relations can be seen as, to Western eyes, “a distinctive management function” or “the management of communication and its publics”. It can also be a “planned process to influence public opinion”, which seems to be the most popular definition of PR, having been drilled into the minds of our undergraduate students in local institutions.

What about the Malaysian definition then? Formally penned by the Institute of Public Relations Malaysia (IPRM), PR in Malaysia is thought to be “the planned and sustained effort” in creating a mutual understanding between stakeholders, typically including the organisation and its public. Much emphasis seems to have been placed on the “two-way flow of information”, prioritising the availability and access to communication between the parties involved.

On the other hand, the local development of PR in Malaysia is also of importance. There are four phases of PR history in Malaysia. To learn more, why not get a copy of the book? Essentially, these phases were influenced by the social, cultural, economic and political conditions prevalent in the country at that particular time and supplemented with organised information services to meet the demands of those in power over the country. Undoubtedly, without proper contextual evidence, students and critics alike, especially those who are relying on Western textbooks, may miss the crucial dynamics of local practice, as well as what has continued to drive them.

What’s New(s)?

Most PR curricula in Malaysia borrow from Western research and are always actively adapting strategic planning frameworks to accommodate local stakeholder cultures. Look no further, as this book consolidates global PR models and the best international practices to fit into Malaysia’s diverse sociocultural environment. 

The PR process in Malaysia is divided into two chapters: “Research and Evaluation” and “Planning and Communication”. There is a realisation that the PR process in Malaysia can be a bit murky sometimes, and this division offers a more structured guidance to planning PR strategies. The types of research methods, including quantitative and qualitative research, media monitoring, and the ever-favoured SWOT analysis, will be broken down in the former chapter. At the same time, the latter chapter explains why planning may be a PR practitioner’s greatest nightmare. Fun fact, it involves the number 8! 

The heart of practical application lies in PR practices, with crisis management and communication playing a big role in it. As mentioned somewhere above, PR in Malaysia is seen as maintaining the amity between two parties, mainly the organisation and its publics. Should there be any miscommunication, a crisis arises – but what really defines a crisis? Chapter 5 explores crisis management and communication, beginning with the definition of crisis, its types and characteristics, detailing the crisis cycle and finally, the “5 Ps” of managing crisis. The chapter goes beyond theory, grounding students and professionals in models like the 5 Ps calibrated and crisis communication for crises such as natural disasters or aviation tragedies. 

Despite our research, the question remains: what about the future of PR practices in Malaysia? With the evolution of technology and education in PR, there is a need for integration between the digital and real worlds. Therefore, by examining the coverage of social and emerging media, digital tools, and how technology is reshaping Malaysian PR practices, this book offers data-driven analysis rooted in Malaysia’s stakeholder cultures and media consumption habits. Not only are modes of information consumption of interest to researchers, but it is also crucial for them to understand the efforts and initiatives made to cultivate this interest in public relations. From examples of degree and diploma programmes, assessment approaches, and educator-practitioner collaborations to the pathway of Malaysian PR education, partnerships, and curriculum relevance to Malaysia’s multicultural audience and unique scenarios – these were all taken into consideration in our book.

Why This Book Matters

Public Relations in Malaysia is a must‑have resource for higher education students, lecturers, PR professionals, and academics. For students and lecturers, it serves as a locally grounded PR textbook that supports Malaysian‑centric assignments, classroom discussion, and coursework. PR professionals and practitioners benefit from its practical frameworks, tools, and real‑world case studies across both internal and external communication. Meanwhile, academics and educators will find it a timely reference for updating curricula, integrating local examples, and deepening industry‑academic partnerships.

This book matters because it bridges the gap between Western theory and Malaysian practice. It offers end-to-end coverage, from foundational concepts to emerging trends, all while being firmly rooted in evidence, including interviews, case studies, and scholarly insights. Whether refining course materials or seeking fresh perspectives to enhance your professional toolkit,  our volume delivers both relevance and rigour, equipping readers with contextualised insights and localised strategies essential to thriving in Malaysia’s evolving PR landscape. This book is not just timely; it is essential for raising the bar of Malaysian PR education and elevating industry standards nationwide.

Cover image credit: Rudy and Peter Skitterians (Pixabay)