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.
9:25am
[Case study]
Fractured trust: Reclaiming brand credibility in an era of misinformation and public distrust
- Addressing rising public scepticism towards institutions, corporations, and the media with clear and consistent messaging.
- Tackling disinformation and digital manipulation by prioritising transparency and fact-based communications.
- Developing engagement strategies that resonate with younger audiences influenced by activism and digital movements.
9.55am
[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.
10.25am
Coffee break
10.55am
[Case study]
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.
11.25am
[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.
11.55am
[Case study]
The policy tightrope: Balancing business strategy, reputation, and governance
- Navigating sudden policy shifts that can upend the business strategy, disrupt stakeholder trust, and test corporate resilience.
- Aligning with government priorities while protecting transparency, accountability, and long-term brand integrity.
- Managing legal grey areas and reputational risks as companies face growing pressure for both compliance and social responsibility.
12.25pm
Lunch
1.25pm
Word cloud and poll games
1.40pm
[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.
2.10pm
[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.
2.40pm
[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.
3.10pm
Networking break
3.30pm
[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.
4.00pm
[Panel discussion]
The green mirage: Why fake sustainability wins and real ESG struggles.
- Weak regulations and corporate loopholes enable greenwashing, allowing brands to appear sustainable while avoiding real accountability and systemic change.
- Genuine ESG efforts demand a long-term investment, but a market driven by short-term profits rewards those who exploit sustainability as a marketing tool.
- As consumer awareness and regulatory scrutiny increase, brands face a reckoning. They must adapt with transparency or risk exposure in an era of accountability.
4.30pm
(Open grill)
4.40pm
(Open grill)
4.50pm