PR in the spotlight: 5 lessons Malaysian brands learned in 2025

2025 has been a year of lessons, not just in creativity, but in how brands and leaders communicate under pressure. From viral social media videos that spiraled out of control, to high-profile mishaps in corporate and public settings, Malaysian public relations (PR) professionals have been reminded that the stakes are higher than ever. Whether it’s managing crisis communications, navigating cultural sensitivities, or simply knowing the right format to deliver a message, one misstep can amplify scrutiny and spark debate across platforms.

In this roundup, A+M Malaysia examines five of the most telling PR moments of the year. These stories didn’t just make headlines—they offered a window into what works, what doesn’t, and why transparency, preparation, and empathy remain the cornerstones of effective communication. From Instagram stories that disappeared too quickly, to apologies that tested public perception, the lessons are as practical as they are cautionary.

As the Malaysian PR landscape continues to evolve in 2026, these examples serve as both a reminder and a guide: how you handle the story often matters as much as the story itself.

Don't miss: 2025 in review: Malaysia's campaigns that won hearts and feeds 

Below are key PR lessons, presented without a specific ranking or order:

How FAM’s press conference became a PR own goal

When the Football Association of Malaysia (FAM) finally called a press conference on 17 October three weeks after FIFA sanctioned it for allegedly submitting forged documents for seven “heritage” players, anticipation was high. The football body was expected to explain, clarify, and restore confidence. Instead, what unfolded became a masterclass in how not to handle a crisis.

The session, meant to shed light on a scandal that had drawn international scrutiny, only deepened confusion. The association’s deputy president, S. Sivasundaram, announced the immediate suspension of secretary-general Noor Azman Rahman but dodged key questions about accountability and verification. Officials refused to elaborate on the players’ background or timeline of document submissions, citing the pending appeal. Also present at the press briefing were legal counsel Sergio Vittoz and FAM CEO Rob Friend.

For many observers, the event symbolised the collapse of communication discipline at a time it was needed most. As one journalist who attended put it, the five officials who faced the media “clearly were not prepared” and looked like “they hadn’t even spoken to each other before walking into the room.”

Read more here.

Why Pets Wonderland's IG response leaves public trust unsettled

Pets Wonderland found itself under public scrutiny after a viral video posted by a netizen showed several dogs at its Mid Valley outlet allegedly appearing malnourished and underweight. In response to mounting concern from the public, Pets Wonderland issued a statement titled "Committed to listening, staying concerned, and taking action." According to My Forever Doggo’s summary of the incident, the pet chain said the Department of Veterinary Services (DVS) had inspected the outlet on 22 July 2025 and confirmed that all dogs were healthy, with body condition scores within required standards.

Social listening by DATAXET Nama Malaysia showed overwhelmingly negative sentiment (92%), with netizens criticising the pet retailer for poor animal welfare practices, demanding boycotts and stronger enforcement. "Despite scattered calls for action and empathy-driven reactions, the dominant conversation painted a picture of systemic neglect and regulatory failure," the media monitoring firm said.

Meanwhile, its statement on Instagram didn't help garner much trust. Using Instagram stories to issue a statement, a format that disappears after 24 hours, was widely seen by PR professionals as a misstep. In a situation as emotionally charged and public-facing as this, disappearing content can be interpreted as a brand trying to limit visibility rather than own the narrative, said industry players A+M spoke to.

Read more here.


How CHAGEE can win back Malaysian consumers post ‘nine-dash line’ map controversy

Back in March, CHAGEE got into hot water for featuring the “nine-dash line” map on its mobile application which was available in Malaysia, Vietnam, Singapore, Indonesia, and Thailand. This led to calls for boycotts of the tea chain by Malaysian and Vietnamese netizens. The nine-dash line is a visual representation of Beijing’s controversial territorial claims to significant parts of the South China Sea, which is not recognised by Malaysia or Vietnam. Following the outcry, CHAGEE changed the image of the map out to a blue patterned one featuring some flora and fauna.

According to media monitoring and intelligence firm Isentia, sentiments surrounding the controversy were 70.60% negative, 12.31% positive, and 17.03% neutral between Monday (16 March) to earlier this week. Some of the top keywords in the negative sentiment included “boycott”, “line”, “south”, “vietnam” and “china”.

CHAGEE did not publicly addressed the controversy and backlash from netizens on its social media pages. Public relations experts are viewing CHAGEE’s usage of the controversial “nine-dash line” map, and silent move to swap out the image on its app as a PR faux pas.  

Read more here. 

Putra Heights fire: Why brands must remain mindful when offering help

In April this year, Malaysians were shocked by a fiery explosion that took place in Putra Heights, Puchong on the second day of Hari Raya Aidilfitri. According to the Selangor government, 613 households were affected by the fire, and the damage caused to residential homes in the area is estimated to be RM65.4 million at the time of writing. Meanwhile, the Selangor police shared that a total of 219 homes were damaged from the explosion. As the event unfolded and rescue missions went underway, several brands stepped up to offer aid and assistance to victims affected by the fire.

Many brands have publicised their offer of assistance from the position of care, mindfully expressing their condolences and sympathies for the victims affected by the explosion. However, there are still many ways in which this can go wrong. While brands and influencers around the world often capitalise on trends and events for "moment marketing," these efforts need to be approached with caution, as they can backfire in the midst of conflicts or crises.

In conversations with A+M, public relations experts in Malaysia have all concurred that any brand extending assistance to disaster victims need to have their intentions rooted in genuine care and sincerity.

Read more here. 

Sincere or diluted? PR practitioners react to Petronas CEO's public apology

Petronas CEO Tengku Muhammad Taufik has issued an apology following backlash over his participation in the podium celebrations at the F1 Singapore Grand Prix, where George Russell of Mercedes-AMG Petronas secured a race victory. The controversy arose after Taufik, who is Malay Muslim, took part in the traditional champagne spray during the award ceremony, prompting criticism from netizens, Islamic political party PAS, and Bersatu's Armada. 

In a statement, Taufik said, “I felt honoured when I was invited to receive the Winning Constructor Trophy on the team’s behalf. However, I acknowledge that my spontaneous, spur-of-the-moment exuberance in celebrating that moment of victory may have been misplaced. While I can categorically state I did not consume any alcohol, as a Muslim, I should have been more aware of the sensitivities associated with taking part in such celebrations. Accordingly, I want to apologise for any unintended offence caused and take full responsibility for my actions.”

However, the question remains as to whether the apology by Tengku Taufik made the cut, seeing as the incident sparked conversations on social media platforms including X and Threads about cultural sensitivities and public conduct in high-profile settings. A+M spoke to PR industry players to unpack the CEO's statement.

Read more here. 

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