13 AUGUST 2025
8:30am
Networking and registration
8:50am
Opening remarks
9:00am
[Opening fireside chat]
Beyond the apology: How transparency and action rebuilt brand credibility
- Reflecting on the mindset shift after a misstep – how the team moved from reactive damage control to intentional narrative ownership.
- Rebuilding trust by confronting backlash head-on and using the same platform to elevate the very conversation that sparked controversy.
- Driving long-term recovery through internal alignment, transparent messaging, and ongoing community engagement to restore public trust.
Moderator:
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
Speaker:
Priya Dharshini Prabakaran
Director of Astro Audio
Astro Audio
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.
Speaker:
Rafizah Amran
Communications Specialist, Former Deputy Chief of Communications, Marketing and Stakeholder Engagement, Prasarana Malaysia
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.
Moderator:
Frank Chan
Former GM, Strategic Communications
Telekom Malaysia
Panellists:
Jeremiah Rodrigues
General Manager
CARMA
Sherliza Zaharudin
Director, Integrated Communications
Khazanah Nasional
Malathi Pillay
Director, Brand Equity and Communications
MRT Corporation
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.
Speaker:
Sandeep Mark Joseph
CEO and Co-Founder
Ampersand Advisory
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.
Moderator:
Esther Teo
Former Corporate Affairs Lead, Malaysia and Singapore
Kenvue
Panellists:
Khairul Anwar Abdul Gahani
Public Affairs, Communications and Sustainability Director for Malaysia, Singapore and Brunei, Coca-Cola Bottling Investments Group
The Coca-Cola Company
Suriati Mokhtar
Head of Group Communications and Branding
Malakoff
Shirley Hoo
Director of Marketing and Communications
Shangri-La Kuala Lumpur
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.
Speaker:
Hanim Hamdan
Head of Communications and Sustainability
Lotus’s Malaysia
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.
Moderator:
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
Panellists:
Dr Bhavani Krishna Iyer
General Manager, Public Relations & Stakeholder Management
Gamuda Engineering
Karen Liew
Head of Corporate Communications
IOI Corporation
Firdaus Nasir
Head of Public Relations and Media Management
Takaful Malaysia
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.
Speaker:
Meera Selvaratnam
Head of Communications
Dutch Lady Milk Industries
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.
Moderator:
Trista Efendi
External Relations Leader
IBM Malaysia and Vietnam
Panellists:
Iza Sofia Kasbi
Head, Strategic Communications
Cyberview
Sharmine Ishak
Head of Corporate Communications
Visa Malaysia
5.00pm