13 AUGUST 2025
8:30am
Networking and registration
8:50am
Opening remarks
9:00am
[Case study]
The evolving landscape of PR in Malaysia
- Public trust in media is eroding due to perceived bias and government influence, pressuring brands to prioritise transparency and authenticity.
- The growing reliance on paid journalism raises ethical concerns, challenging PR professionals to balance transparency with effective messaging strategies.
- Evolving regulations, including social media licensing laws, require PR strategies to align with government priorities while protecting brand integrity.
9:45am
[Case study]
The crisis response blueprint: Capitalising on uncertainties
- Strengthening crisis readiness by aligning people, process, and protocols – the backbone of any credible response.
- Unlocking the perfect synergy between emergency response plans (ERP), crisis management teams (CMT), and clear communication protocols to enable rapid, unified action.
- Transforming critical moments into brand-defining ones through authentic leadership, transparent messaging, and calm under fire.
10.15am
[Panel discussion]
The crisis spiral: Why brands must reinvent reputation management in an age of instant backlash
- If every story can be bought, has journalism evolved into a tool for the powerful, leaving truth up for the highest bidder.
- Social journalism now sells influence as much as information, raising the question of who really shapes the public narrative today.
- In a landscape where wealth dictates coverage, can ethical journalism survive or has credibility become just another commodity for sale.
10.45am
Coffee break
11.15am
[Case study]
Big story, small budget: Building the narrative with precision and purpose
- Shaping the narrative with minimal spend by crafting timely, newsworthy messages that resonate with both journalists and the public.
- Amplifying credibility through authentic storytelling that commands attention organically and flows seamlessly across earned, owned, and social channels.
- Moving beyond over-staged campaigns and stay grounded in truth, using a strong core message to drive clarity, relevance, and real impact.
11.45am
[Panel discussion]
Bridging divides: Rethinking cross-cultural and generational messaging in a fragmented market
- How rising cultural and generational divides are reshaping audience expectations and brand responsibility.
- Strategies for creating nuanced messaging that resonates with distinct groups without diluting brand identity.
- Navigating generational tensions between tradition and progress in markets where values and expectations are evolving rapidly.
12.15pm
[Case study]
Beyond the logo: Why real rebrands are about purpose, not just aesthetics
- Consumers recognise when a rebrand is superficial. Aligning identity changes with a business evolution is essential to maintaining credibility and avoiding public scepticism.
- Legacy brands must modernise without losing their essence. Balancing heritage, market shifts, and stakeholder expectations is critical for long-term success.
- Rebrands require internal and external buy-in. Managing leadership, employees, investors, and public perception ensures credibility, acceptance, and lasting impact.
12.45pm
Lunch
1.45pm
Word cloud and poll games
2.00pm
[Case study]
The compliance conundrum: Navigating Malaysia’s social media licensing regulations
- Responding to regulatory shifts that disrupt the business strategy, erode stakeholder trust, and challenge corporate resilience in a tightly controlled digital space.
- Balancing government content control with transparency, brand integrity, and authentic audience engagement to maintain long-term trust.
- Navigating legal ambiguities and reputational risks while ensuring compliance with licensing laws and upholding creative freedom and social responsibility.
2.30pm
[Case study]
Earned trust, paid reach: Turning paid strategy into a credibility amplifier
- Unpacking the reputational risks of misused “pay-to-play” tactics, and demonstrate how transparency, clear intent, and well-timed execution can preserve credibility.
- Showcasing how strategic integration of paid and earned media can strengthen brand consistency, build stakeholder confidence, and extend message resonance.
- Exploring the role of communications leaders in ensuring paid media decisions are grounded in long-term brand equity, not just short-term visibility.
3.00pm
[Panel discussion]
Journalism for sale? The blurred lines between paid media, ethics, and influence
- The surge in demand for dedicated crisis teams as brands face political shifts, public backlash, and reputational landmines.
- Moving beyond rapid-response playbooks to build adaptive frameworks that anticipate, rather than react to, complex crises.
- Navigating the grey areas of silence versus action—when saying nothing fuels the crisis, and when it protects the brand.
3.30pm
Networking break
4.00pm
[Case study]
Viral lies, real consequences: Battling misinformation and shaping the narrative
- PR teams must navigate a decentralised news landscape where traditional media no longer dictates public perception, and narratives spread instantly online.
- Detecting and dismantling misinformation before it escalates is critical, requiring AI-driven monitoring, fact-checking networks, and rapid-response storytelling.
- Digital-first crisis strategies are now essential for PR teams, as brands must engage swiftly with audiences to counter false narratives and maintain credibility.
4.30pm
[Panel discussion]
AI is not your intern: Why PR professionals need to stop treating it like one
- Challenging the belief that AI is just automation by revealing how it is redefining decision making, strategy, and a competitive advantage.
- Using AI for predictive analytics, audience behaviour modelling, and hyper-personalised engagement beyond content creation.
- Redefining PR roles as AI becomes integral to the business strategy, and not just a tool for writing press releases.
5.00pm