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5 THINGS YOU MAY NOT
KNOW ABOUT PR
IN MALAYSIA
A SHORT PRESENTATION FOR:
- Foreign companies doing PR in Malaysia; and
- PR pros working with Malaysia-bound clients
MYAOO
© Total Communications System Inc. 2014
LIMITED B2B MEDIA
© Total Communications System Inc. 2014
MALAYSIA HAS A LIMITED POOL
OF B2B PUBLICATIONS
© Total Communications System Inc. 2014
MANY SPECIALIST BUSINESS SECTORS
LACK PRINT OR ONLINE
REPRESENTATION
© Total Communications System Inc. 2014
OTHERS ARE UNDER-REPRESENTED
© Total Communications System Inc. 2014
MANY B2B MEDIA ARE REGIONAL,
BASED IN SINGAPORE, HONG KONG
YOU GOTTA GO
OUT TO GET...
© Total Communications System Inc. 2014
THIS LACK OF SPECIALIST B2B MEDIA
IS A CHALLENGE FOR ALL COMPANIES
Let us tell you...
© Total Communications System Inc. 2014
BUT ESPECIALLY FOR THOSE
TELLING TECHNICAL STORIES
E = mc2
© Total Communications System Inc. 2014
SO STRIVE TO TELL STORIES THAT
EVERYONE CAN UNDERSTAND
A + B = C
© Total Communications System Inc. 2014
AND USE GENERAL BUSINESS BENEFIT
MESSAGES, CONSUMER ANGLES
WIN:WIN
© Total Communications System Inc. 2014
EXPECTATIONS ≠ REALITY
© Total Communications System Inc. 2014
CLIENTS OFTEN HAVE PRECONCEIVED
NOTIONS ABOUT PR IN MALAYSIA
© Total Communications System Inc. 2014
ADDRESS THESE NOTIONS EARLY
TO AVOID PROBLEMS LATER
© Total Communications System Inc. 2014
ONE NOTION IS THAT YOU CAN PAY
TO ENSURE MEDIA COVERAGE
RM?WOW!
SUCH
RINGGIT!
© Total Communications System Inc. 2014
THIS IS NOT THE CASE
MEH…
© Total Communications System Inc. 2014
ANOTHER IS THAT MEDIA WILL PRINT
ANYTHING FROM ANYONE
SCALABLE
BLAH BLAH!
MUCH
SCA...
© Total Communications System Inc. 2014
AGAIN, THIS IS NOT TRUE
GRR…
© Total Communications System Inc. 2014
ALL MEDIA FOCUS ON NEWS
RELATED TO THEIR OWN MARKETS …
© Total Communications System Inc. 2014
… BUT THIS INSULARITY IS MORE
PRONOUNCED IN MALAYSIA
© Total Communications System Inc. 2014
CLIENTS WITHOUT LOCAL OPS OR
MALAYSIA-SPECIFIC HOOKS WILL
FIND IT HARD TO EARN COV...
© Total Communications System Inc. 2014
SELF-CENSORSHIP
© Total Communications System Inc. 2014
MEDIA PRACTICES SELF-CENSORSHIP
© Total Communications System Inc. 2014
OWNERS OF THE MAIN DAILIES ARE
DIRECTLY ASSOCIATED WITH THE
RULING COALITION …
© Total Communications System Inc. 2014
… AND MUST FOLLOW A CERTAIN LINE
© Total Communications System Inc. 2014
IF CLIENTS SEEK RELATIONSHIPS
WITH THE GOVERNMENT, CERTAIN
SENSITIVITIES MUST BE O...
© Total Communications System Inc. 2014
IF THEY WORK WITH A GOVERNMENT
DEPARTMENT OR COMPANY (GLC) …
© Total Communications System Inc. 2014
THE POSITIVE ROLE PLAYED BY GOV’T
MUST ALWAYS BE HIGHLIGHTED
THESE DUDES
ROCK! GOSH
© Total Communications System Inc. 2014
AND IT MUST BE GIVEN THE
LION’S SHARE OF CREDIT
THEY DID
IT ALL!
KEEP IT
COMIN’
© Total Communications System Inc. 2014
MEDIA EVENTS
© Total Communications System Inc. 2014
OPTIMIZE MEDIA’S PRESENCE AT PRESS
CONFERENCES AND EVENTS BY …
© Total Communications System Inc. 2014
HOLDING THE EVENT OUTSIDE
MORNING, EVENING RUSH HOURS
© Total Communications System Inc. 2014
HOLDING IT IN A CENTRAL LOCATION
NEAR A TRANSPORTATION HUB
© Total Communications System Inc. 2014
ALSO, MEDIA DON’T REQUIRE GIFTS
BUT LIKE TOKENS OF APPRECIATION
© Total Communications System Inc. 2014
LANGUAGE EXCLUSIVES
© Total Communications System Inc. 2014
PRs CAN CONDUCT “EXCLUSIVE”
INTERVIEWS WITH 3 MEDIA AT ONCE
© Total Communications System Inc. 2014
MALAYSIA SUPPORTS MALAY, CHINESE
AND ENGLISH LANGUAGE MEDIA
吼!
RAUNGAN!
ROAR!
© Total Communications System Inc. 2014
MOST JOURNALISTS ARE HAPPY TO
CONDUCT INTERVIEWS IN ENGLISH …
没问题!
TIADA MASALAH!
...
© Total Communications System Inc. 2014
SO YOU CAN GIVE ALL THREE AN
EXCLUSIVE FOR THEIR LANGUAGE
獨家的!
EKSKLUSIF!
EXCLUSIV...
© Total Communications System Inc. 2014
THANK YOU AND
GOOD NIGHT.
Icons made by Freepik: Slides 1-8, 9-24, 28-32 and 34-40
Icons made by Emma Dimitrova: Slides 9-11
Icons made by OCHA: Sli...
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5 things you may not know about pr in Malaysia

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A short presentation for foreign companies doing PR in Malaysia and PR pros working with Malaysia-bound clients

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Transcript of "5 things you may not know about pr in Malaysia"

  1. 1. 5 THINGS YOU MAY NOT KNOW ABOUT PR IN MALAYSIA
  2. 2. A SHORT PRESENTATION FOR: - Foreign companies doing PR in Malaysia; and - PR pros working with Malaysia-bound clients MYAOO
  3. 3. © Total Communications System Inc. 2014 LIMITED B2B MEDIA
  4. 4. © Total Communications System Inc. 2014 MALAYSIA HAS A LIMITED POOL OF B2B PUBLICATIONS
  5. 5. © Total Communications System Inc. 2014 MANY SPECIALIST BUSINESS SECTORS LACK PRINT OR ONLINE REPRESENTATION
  6. 6. © Total Communications System Inc. 2014 OTHERS ARE UNDER-REPRESENTED
  7. 7. © Total Communications System Inc. 2014 MANY B2B MEDIA ARE REGIONAL, BASED IN SINGAPORE, HONG KONG YOU GOTTA GO OUT TO GET IN
  8. 8. © Total Communications System Inc. 2014 THIS LACK OF SPECIALIST B2B MEDIA IS A CHALLENGE FOR ALL COMPANIES Let us tell you a story
  9. 9. © Total Communications System Inc. 2014 BUT ESPECIALLY FOR THOSE TELLING TECHNICAL STORIES E = mc2
  10. 10. © Total Communications System Inc. 2014 SO STRIVE TO TELL STORIES THAT EVERYONE CAN UNDERSTAND A + B = C
  11. 11. © Total Communications System Inc. 2014 AND USE GENERAL BUSINESS BENEFIT MESSAGES, CONSUMER ANGLES WIN:WIN
  12. 12. © Total Communications System Inc. 2014 EXPECTATIONS ≠ REALITY
  13. 13. © Total Communications System Inc. 2014 CLIENTS OFTEN HAVE PRECONCEIVED NOTIONS ABOUT PR IN MALAYSIA
  14. 14. © Total Communications System Inc. 2014 ADDRESS THESE NOTIONS EARLY TO AVOID PROBLEMS LATER
  15. 15. © Total Communications System Inc. 2014 ONE NOTION IS THAT YOU CAN PAY TO ENSURE MEDIA COVERAGE RM?WOW! SUCH RINGGIT!
  16. 16. © Total Communications System Inc. 2014 THIS IS NOT THE CASE MEH…
  17. 17. © Total Communications System Inc. 2014 ANOTHER IS THAT MEDIA WILL PRINT ANYTHING FROM ANYONE SCALABLE BLAH BLAH! MUCH SCALABLAH!
  18. 18. © Total Communications System Inc. 2014 AGAIN, THIS IS NOT TRUE GRR…
  19. 19. © Total Communications System Inc. 2014 ALL MEDIA FOCUS ON NEWS RELATED TO THEIR OWN MARKETS …
  20. 20. © Total Communications System Inc. 2014 … BUT THIS INSULARITY IS MORE PRONOUNCED IN MALAYSIA
  21. 21. © Total Communications System Inc. 2014 CLIENTS WITHOUT LOCAL OPS OR MALAYSIA-SPECIFIC HOOKS WILL FIND IT HARD TO EARN COVERAGE
  22. 22. © Total Communications System Inc. 2014 SELF-CENSORSHIP
  23. 23. © Total Communications System Inc. 2014 MEDIA PRACTICES SELF-CENSORSHIP
  24. 24. © Total Communications System Inc. 2014 OWNERS OF THE MAIN DAILIES ARE DIRECTLY ASSOCIATED WITH THE RULING COALITION …
  25. 25. © Total Communications System Inc. 2014 … AND MUST FOLLOW A CERTAIN LINE
  26. 26. © Total Communications System Inc. 2014 IF CLIENTS SEEK RELATIONSHIPS WITH THE GOVERNMENT, CERTAIN SENSITIVITIES MUST BE OBSERVED
  27. 27. © Total Communications System Inc. 2014 IF THEY WORK WITH A GOVERNMENT DEPARTMENT OR COMPANY (GLC) …
  28. 28. © Total Communications System Inc. 2014 THE POSITIVE ROLE PLAYED BY GOV’T MUST ALWAYS BE HIGHLIGHTED THESE DUDES ROCK! GOSH
  29. 29. © Total Communications System Inc. 2014 AND IT MUST BE GIVEN THE LION’S SHARE OF CREDIT THEY DID IT ALL! KEEP IT COMIN’
  30. 30. © Total Communications System Inc. 2014 MEDIA EVENTS
  31. 31. © Total Communications System Inc. 2014 OPTIMIZE MEDIA’S PRESENCE AT PRESS CONFERENCES AND EVENTS BY …
  32. 32. © Total Communications System Inc. 2014 HOLDING THE EVENT OUTSIDE MORNING, EVENING RUSH HOURS
  33. 33. © Total Communications System Inc. 2014 HOLDING IT IN A CENTRAL LOCATION NEAR A TRANSPORTATION HUB
  34. 34. © Total Communications System Inc. 2014 ALSO, MEDIA DON’T REQUIRE GIFTS BUT LIKE TOKENS OF APPRECIATION
  35. 35. © Total Communications System Inc. 2014 LANGUAGE EXCLUSIVES
  36. 36. © Total Communications System Inc. 2014 PRs CAN CONDUCT “EXCLUSIVE” INTERVIEWS WITH 3 MEDIA AT ONCE
  37. 37. © Total Communications System Inc. 2014 MALAYSIA SUPPORTS MALAY, CHINESE AND ENGLISH LANGUAGE MEDIA 吼! RAUNGAN! ROAR!
  38. 38. © Total Communications System Inc. 2014 MOST JOURNALISTS ARE HAPPY TO CONDUCT INTERVIEWS IN ENGLISH … 没问题! TIADA MASALAH! NO PROBLEM!
  39. 39. © Total Communications System Inc. 2014 SO YOU CAN GIVE ALL THREE AN EXCLUSIVE FOR THEIR LANGUAGE 獨家的! EKSKLUSIF! EXCLUSIVE!
  40. 40. © Total Communications System Inc. 2014 THANK YOU AND GOOD NIGHT.
  41. 41. Icons made by Freepik: Slides 1-8, 9-24, 28-32 and 34-40 Icons made by Emma Dimitrova: Slides 9-11 Icons made by OCHA: Slides 25-27 and 32 Icons made by Simpleicon: Slide 33 All icons are from Flaticon.com and used under a Creative Commons 3.0 license. PRESENTATION BY: TOTAL COMMUNICATIONS SYSTEM INC. TOKYO, JAPAN @TOCS_PR http://www.pr-tocs.co.jp/?en
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