Why Doesn’t Malaysia Have More Tony Fernandes-Style CEOs?

Malaysia has plenty of successful business leaders, but few become widely recognised outside their own industries. Mayhaps you know Axiata’s CEO or Sime Darby’s, but the general public don’t really care much about corporate leaders unless it’s within their industry.

Then there is Tony Fernandes.

For years, AirAsia and Fernandes have been closely associated in the public mind. His interviews, social media presence and commentary have made him more than the executive running the company.

He became part of how the brand itself was communicated, but he is far from the only example.

Ameer Ali Mydin is synonymous with his calm and insightful analysis, BFM, for example, has repeatedly brought him on to discuss the wider Malaysian retail scene rather than simply MYDIN announcement

Internationally, you have NVIDIA CEO Jensen Huang showing how far the model can go with Elon Musk and Sam Altman not far from the conversation. Jack Ma is also a prominent figure for Alibaba.

Our point is, from a public relations perspective:

Should more Malaysian companies be turning their CEOs into recognisable industry voices?

The answer is probably yes, but let’s talk about it.

Why Can a Visible CEO Be Such a Powerful PR Asset?

Corporate brands can be difficult to humanise, very difficult.

Companies issue statements, publish press releases and maintain social media accounts, but people naturally respond differently to a recognisable individual with an opinion.

For journalists, this is super important.

A news story about rising costs becomes more useful when someone with direct industry experience can explain what is happening and why it matters.

This is where a CEO can become more than a spokesperson.

A strong executive voice can help a company earn:

• Media coverage through interviews, commentary and quotations.
• Brand recognition as the executive and company become repeatedly associated.
• Thought leadership around topics relevant to the company’s expertise.
• Organic visibility through articles, interviews, search results and industry mentions.
• Credibility with customers, investors, partners and potential employees.

Over time, these benefits can compound.

A business may have to pitch a journalist for its first few appearances. If the executive consistently provides useful commentary, journalists may eventually begin approaching the company directly, no calls or favours needed.

“PR stops being purely about asking for attention and starts creating reasons for attention to come back.”

What Does Tony Fernandes Show About CEO-Led Branding?

Tony Fernandes is a useful example because his public identity has been closely connected with AirAsia for more than two decades.

He has spoken publicly about aviation, entrepreneurship, regulation, regional growth and business strategy. He has appeared across interviews, conferences and social platforms, giving AirAsia a recognisable human figure alongside the corporate brand.

That creates something advertising alone cannot easily reproduce: familiarity built over time.

When people repeatedly encounter the same executive alongside the same company and industry, those associations strengthen.

Of course, you don’t need the CEO to be the front-face of the company.

For gamers, we sure you know who Gabe Newell is, or affectionately known as “Gaben”, the President and co-founder of Valve.

Our point is, having one person being the face of a brand is in itself, successful advertising

“If we say “picture the spokesperson for phones” who do you think of?”

Why Does Being Quotable Matter So Much?

One of the most valuable qualities a CEO can develop is not a large following.It is being useful to journalists.

Newsrooms constantly need credible sources who can explain developments quickly and clearly.

If a CEO regularly provides thoughtful commentary about one subject, reporters begin to associate that person with the topic.

• A property executive might become known for commenting on housing affordability.
• A recruitment CEO might become associated with salary trends and talent shortages.
• A payment company founder might become a useful source on cashless payments.
• A manufacturer could become known for discussing supply chains or regional production shifts.

The audience does not need to know that executive nationally.

It may be enough for the right journalists, investors, policymakers, customers and industry professionals to know the name.

Why Don’t More Malaysian CEOs Build Public Profiles?

There are several understandable reasons.

Malaysian corporate communication tends to be relatively cautious. Executives may prefer the company to speak through formal statements rather than personal commentary.

There are also genuine risks.

Public executives can be misquoted, criticised or drawn into controversies.

Listed companies need to be careful around disclosures and some leaders may simply prefer privacy. Not everyone enjoys the limelight and there is a fear that personal branding can look self-promotional.

That concern is reasonable.

But here is a large space between having no public profile and trying to become an internet celebrity.

A CEO can be visible without constantly talking about themselves. In fact, the strongest executive profiles usually focus less on the individual and more on the industry problems they understand.

How Can Businesses Build a CEO’s Public Profile Without Making It Feel Forced?

If your takeaway from reading this article is “How do we make our CEO famous?”

Then we apologise, because that is not what we want. Rather, you should focus on: “What topic should people associate this person with?”

Choose one area where the executive has genuine experience and the company has something useful to contribute, then build around it consistently.

That could involve publishing opinion pieces, contributing comments to journalists, appearing on podcasts or writing regularly about relevant industry developments.

Just remember, it’s all repetition.

• If an executive discusses cybersecurity once, nobody is likely to remember.
• If that same executive spends two years consistently commenting on ransomware, data breaches and corporate cyber risk, an association begins to form.

Eventually, journalists may start thinking of that person when the subject appears in the news. That is the objective.

What Happens When the CEO Becomes Too Closely Tied to the Brand?

There is a downside. The stronger the association between executive and company, the more reputational risk they share.

If the public sees: CEO = Company then controversy involving the CEO can quickly affect the organisation.

Comments, personal behaviour, political positions or legal problems may become corporate reputation issues. Musk, is a good example of this.

There is also succession risk. If a company has spent decades allowing one individual to dominate its identity, replacing that person can become difficult.

This is why businesses should avoid building a pure cult of personality. A better model is usually a portfolio of visible experts.

• The CEO can discuss the company’s direction.
• The CFO can speak about investment and markets.
• The CTO can address technology.
• The HR leader can comment on employment trends.
• Other specialists can own narrower subjects.

This spreads both authority and risk, unless of course all decide to walk out or retire.

What Should Malaysian Companies Learn From Outspoken CEOs

A public-facing CEO can give a company something that corporate messaging often struggles to create on its own: credibility with a human face.

When senior leaders regularly share useful insights, comment on industry issues and explain what is happening behind the headlines, they become easier for journalists, customers and industry peers to recognise and trust.

That visibility can compound over time.

1. A useful quote earns a media mention.
2. A media mention builds familiarity. Familiarity strengthens credibility.
3. And credibility makes it easier to earn future interviews, speaking opportunities and industry recognition.

For Malaysian companies, that can be a powerful PR asset, especially in industries where trust, authority and recognition matter.

After all, if the CEO has something worth saying, it seems a shame to keep all the good quotes trapped in the boardroom.

Frequently Asked Questions About CEO PR

Why Is CEO Visibility Important for Public Relations?

CEO visibility gives journalists, customers and industry audiences a recognisable person to associate with a company. Over time, this can support media coverage, trust, brand recognition and thought leadership.

Does Every CEO Need a Personal Brand?

No. The goal does not need to be widespread fame. For many companies, it is more valuable for the CEO to become well known within a specific industry, media circle or professional community.

How Can a CEO Become a Thought Leader?

A CEO can build authority by consistently contributing useful commentary, articles, research, interviews and speaking appearances around subjects where they have genuine expertise.

Can CEO Personal Branding Help a Company Get Media Coverage?

Yes. Journalists are more likely to return to executives who provide useful, reliable and quotable commentary. Consistent media participation can therefore make future earned coverage easier to secure.

What Are the Risks of Making a CEO the Face of a Brand?

The main risks include reputational spillover, controversial statements, excessive dependence on one personality and difficulties when the executive eventually leaves the organisation.

Should Companies Build Other Spokespeople Besides the CEO?

Yes. Building several credible experts across areas such as technology, finance, HR and operations can broaden media opportunities while reducing dependence on a single spokesperson.