10 Factors to Consider When Choosing a PR Agency in Malaysia

Hiring a PR agency in Malaysia isn’t just about who can write the most polished press release with fancy words you can’t even pronounce.

It’s about choosing a partner who knows which editor at NST actually opens their emails, understands why a particular Ramadan campaign might backfire, and can save your brand from becoming the internet’s next punching bag should things go very wrong.

The factors are numerous but we boiled it down to the 10 factors you need to weigh carefully before signing with a PR agency in Malaysia.

1. What’s Their Area of Expertise?

Public relations is not a copy-paste service, every agency has its niche or at least an industry they have the most knowledge of.

• Lifestyle & Consumer PR: Great for cafés, restaurants, beauty, and fashion brands. These agencies know how to get you into lifestyle sections, food blogs, and TikTok reviews.
• Corporate, Finance & Government PR: Stronger at handling policy-driven stories, corporate announcements, and stakeholder communications.
• Crisis Communication Specialists: Rare, but absolutely important if you’re in high-risk sectors like airlines, telcos, or healthcare. 

Example: A fintech startup in KL Sentral won’t benefit from an agency best known for fashion campaigns. Instead, look for one with experience getting fintechs into The Edge, BFM, or tech verticals like Digital News Asia.

2. Do They Have Strong Media Relationships?

Coverage depends as much on connections as it does on content.

You can have the greatest founder biography or product pitch in the world, but if it never reaches the right journalist or editors, it won’t see the light of day.

• Newsrooms are crowded: Editors at The Star, NST, and MalaysiaKini receive dozens of press releases daily. A PR agency with personal ties can bump your story to the top of the list.
• Knowing the right beat: Not every journalist covers everything. The one who handles tech won’t touch F&B, and the lifestyle desk won’t care about policy reform. A good PR team knows exactly who to pitch.
• Tailoring the angle: Local newsrooms prefer stories tied to national relevance such as Budget announcements, festive seasons and CSR angles. 
• Timing is everything: A good PR agency knows when to hold back and when to pitch, so your story doesn’t get buried under bigger headlines.

Example: An SME launching halal skincare may struggle to get noticed. But a PR team with ties to Sinar Harian and lifestyle editors at NST can frame it as part of Malaysia’s booming halal economy, instantly more relevant!

3. Can They Handle Crises?

As Mike Tyson once said:

“Everyone has a plan until they get punched in the face.”

That’s exactly how PR works in a crisis. Having a message house or crisis management plan isn’t enough, anyone can come up with a plan, but it’s the execution under pressure that counts.

A strong PR team has a playbook that includes:

• Preparing statements within hours, not days.
• Briefing spokespeople so they don’t make things worse on camera. (Very important)
• Monitoring sentiment and adjusting tone across BM, English, and Mandarin.

Always ask for case studies of how they’ve handled past crises: food safety scares, insensitive ads, or even large-scale retrenchments.

Example: In 2024, Chagee faced backlash when a viral TikTok showed staff allegedly rigging its “Tear & Win” contest. The situation worsened after the brand reportedly threatened legal action against the TikToker, fuelling more anger. Chagee later apologised and changed its contest system, but the damage showed how poor crisis handling can escalate problems.

This case shows how mishandled communication can prolong a crisis. A PR agency could have guided the brand to respond faster, avoid the legal threat misstep, and show empathy first, softening the backlash and protecting long-term reputation.

4. How Transparent Are Their Costs?

Although PR budgets in Malaysia vary by agency, one thing for certain is that transparency is absolutely crucial.

Always check whether monitoring, influencer fees, or event logistics are billed separately, some agencies bundle them, others charge extras.

Example: A boutique café chain in KL may set aside RM10k/month to get featured in NST, SAYS, and TikTok food vlogs. Meanwhile, an Oil & Gas company handling retrenchments may invest RM40k+ to manage staff memos, press statements, and media narratives delicately.

5. Do They Blend Traditional and Digital PR?

Being featured in a national newspaper is great, but being talked about by the right influencer in your niche is even better.

• Traditional PR: The Star, BFM, Astro Awani, or NST, these outlets give credibility and authority. If your brand is covered here, the general public will see it as a sign of trust.
• Digital PR: TikTok campaigns, SEO-driven content, and influencer partnerships. This is where conversations spread, products go viral, and younger audiences engage.
• Both matter in Malaysia: Legacy media still sets the “official” narrative, while social platforms determine everyday chatter. Agencies that can integrate both worlds amplify your story across demographics.

Example: A new EV (electric vehicle) launch could secure credibility with The Edge, generate lifestyle buzz through TikTok influencers, and build thought-leadership with LinkedIn pieces targeting policymakers and B2B folks. 

One campaign, three angles, handled under one roof.

6. What’s Their Track Record?

Past results speak louder than polished proposals.

When evaluating agencies, look for:

• Case studies with before-and-after results, preferably those related to your industry
• Proof of measurable impact (brand visibility, traffic, sentiment recovery).
• References from Malaysian clients, not just overseas logos on a deck.

Example: An agency claiming to “specialise in tech” should show evidence, such as securing fintech coverage on Vulcan Post or Digital News Asia, not just lifestyle features in generic outlets.

7. Do They Understand Local Culture and Sensitivity?

Hiring a Malaysian PR team doesn’t automatically mean they understand cultural sensitivity, ask any marketing agency and they will tell you this is the part of the ad they worry the most. 

The reality is, some PR agencies overlook how quickly a misstep around race, religion, or royalty (the “3Rs”) can spiral into a full-blown crisis.

• Malaysia’s audience is diverse: Malay, Chinese, Indian, and expat communities all respond differently to tone and context.
• Language matters: Sensitivity in BM, English, and Mandarin is crucial. A clearly Chinese to BM ChatGPT translation can make even a sincere apology look fake.
• Festive campaigns require fluency: Raya, Deepavali, and Chinese New Year ads are often the riskiest and one wrong stereotype can overshadow the whole campaign.

Case in point: In 2021, Foodpanda Malaysia’s “Pollywood” Deepavali video was slammed for cultural appropriation, not only did it exclude Indian cast members, but it also reduced Deepavali to a dance-y Bollywood theme that had little to do with the festival or Indian culture. 

The backlash forced the brand to issue an apology, but the damage showed how missing cultural context can alienate the very community you aim to celebrate.

8. How Do They Measure Success?

PR is more than a scrapbook of clippings.

A good PR agency knows that vanity metrics don’t pay the bills or salaries. Instead, they should track outcomes that show real impact:

• Share of Voice: How often your brand is mentioned vs. competitors.
• Sentiment Analysis: Are mentions positive, neutral, or negative?
• Media Impressions: How many people potentially saw your coverage.
• Digital Impacts: SEO backlinks, organic search growth, and online engagement.

A computer shop selling student laptops in Digital Mall shouldn’t just celebrate three mentions in The Star. The real win is when those articles spark discussions on Lowyat forums, drive coverage in local tech news sites, and boost actual laptop sales during back-to-school season.

9. Do They Offer Strategic Counsel Beyond Media?

Advice and consultation helps empower business to understand the nuance and the reasons behind the agency’s decisions. If they decided to execute a campaign a certain way, always ask why.

• The best PR agencies act as advisors, not just executors. They’ll help shape your brand narrative, advise on when not to speak, and even spot reputational risks before they blow up.
• In Malaysia, this often means guiding companies through regulatory issues, government-linked announcements, or sensitive topics tied to the “3Rs.”
• Agencies with strong strategic counsel often work directly with C-suites, not just marketing teams.

Example: When a telco was rolling out 5G, the media wanted technical details while the public wanted to know about costs. A strong PR agency advised the company to focus on affordability first, then layer in the technical story, aligning messaging with what Malaysians actually cared about.

10. Can You Work With Their Team?

Chemistry is just as important as capability.

Too often, external PR teams are treated as “outsiders,” which breeds distrust and friction.

The truth is, if the relationship feels transactional, the partnership will always fall short because either side is always looking for a reason to blame the other for any shortcomings.

Here’s what to look for:

• Communication is critical: You need a team that replies promptly and with clarity, especially when things are moving fast.
• Responsiveness matters: Social media storms can trend within hours. Days of silence from your PR team during a crisis can sink your brand.
• Partnership over vendor mindset: The best PR agencies embed themselves like an extension of your team, not just order-takers for press releases.
• Set clear boundaries: Before you start, agree on who handles what to prevent overstepping of toes. A good rule of thumb is:
  • External PR teams: Manage communication with the media, prepare statements, monitor sentiment, and advise on crisis response.
  • In-house marketing teams: Handle campaigns, paid ads, content calendars, and customer engagement.

Example: During a flash sale where checkout fails and customers vent on hotlines, you can’t wait two days for a response. The right PR team reacts within hours, calming frustration with an apology press release before it spirals out of control.

Having Trouble Choosing the Right PR Agency in Malaysia?

PR agencies are storytellers, reputation managers, and sometimes, firefighters. From getting business into The Star to keeping your brand out of scandals, they shape how the public sees you.

We’ve outlined 10 factors to weigh up when choosing a PR agency, and honestly, not every agency will tick every single box (and that’s fine). The key is knowing which ones matter most for your business right now.

At Press, we create stories that captivate, manage reputations with care, and connect you with the audiences that matter most.

By blending PR expertise with our SEO services, we make sure your brand isn’t just seen in the news, it’s discovered on Google’s page 1 too.

We will be happy to answer any questions from you if you do give us a call but regardless of which agency you choose, make sure you pick wisely. 

Because the right PR partner can enhance your reputation, while the wrong one will just forward your emails.