Public Relations and Communications Association (PRCA) Malaysia and Public Relations
Practitioners Society of Malaysia (PRactitioners) wish to express our grave concern over the
rising number of unethical entities misrepresenting themselves as legitimate public relations
service providers. These operators lure unsuspecting clients with sensational promises such
as “guaranteed media coverage,” “headline success without spending thousands,” and
“overnight fame.” These claims blatantly distort the role and principles of public relations.
Such practices are deceptive and dangerous, reducing a profession grounded in strategy and
trust to a transaction-based publicity stunt. They mislead businesses, commodify media
relationships, and ultimately threaten the credibility of Malaysia’s communications industry.
True public relations is not a shortcut to visibility. It is a long-term commitment to building
reputation, relationships, fostering stakeholder trust, and delivering authentic narratives. Any
agency promising instant exposure or guaranteed placements fundamentally misrepresents
the values of our profession.
Ethical PR firms do not and cannot guarantee media coverage. Editorial control rests with
journalists and editors, not consultants. Claims to the contrary mislead clients and degrade
the integrity of the media landscape.
We are particularly troubled by agencies offering misleading low retainers while claiming to
deliver “strategic PR” with media guarantees. These practices distort market expectations and
devalue the expertise of legitimate professionals who uphold global standards of transparency,
ethics, and accountability.
Such offers exploit clients’ desire for visibility, delivering vanity mentions dressed up as
credibility. This is not strategic communication – it is manipulation, and it damages the
industry’s hard-earned reputation.
PRCA Malaysia and PRactitioners call on clients, the media, and industry stakeholders to
remain vigilant. We urge a clear distinction between genuine public relations and gimmickbased publicity. We also call on relevant authorities and industry partners to help enforce
ethical standards and uphold the integrity of our profession.
As practitioners entrusted with shaping narratives, we carry the responsibility of preserving
public trust. There are no shortcuts to reputation, no fast-tracks to credibility. Let us reject
these unethical practices and stand united in safeguarding the future of public relations in
Malaysia.
