IN just a few days, the year 2024 will draw to a close and a new chapter will begin. Reflecting on Malaysia’s journey through its triumphs and trials this year, we have witnessed many significant events.
One notable event was Sultan Ibrahim of Johor being officially sworn in as the 17th Yang di-Pertuan Agong on January 31, 2024, succeeding Al-Sultan Abdullah Ri’ayatuddin Al-Mustafa Billah Shah of Pahang. On the economic front, Malaysia’s prominence in the global semiconductor industry grew with substantial investments from companies like Infineon, Microsoft, YTL, Oracle, AWS, and Google.
In another development, the unfortunate incident involving influencer Esha led to the introduction of new cyberbullying laws aimed at addressing online harassment and protecting individuals from harmful behavior. And who could forget the KK Mart controversy where the retailer faced backlash and nationwide boycotts after socks with the word “Allah” were spotted in one outlet, leading to protests despite the company’s apology.
In all these examples, there lies a common thread — that is the power of public relations (PR) and communications. Whether it’s good or bad news, they get featured and amplified quickly, thanks to the myriad of platforms available today, from newspapers to broadcast television and social media. This also explains how we receive news wherever we go.
However, with the plethora of platforms that we have today, the trust in news media is unfortunately declining. News is omnipresent and disseminated in various formats, making the source of information and the trust people place in it critical.
Hence, to all my readers, it is undeniable that next year will be challenging, especially for all my PR folk. But don’t let that put you down. On the bright side, you can turn these challenges into opportunities for your company or your clients.
As we step into 2025, the public relations landscape is evolving rapidly due technological advancements, shifting consumer expectations, and innovative communication strategies. Yet, these three key takeaways will remain fundamental for all public relations professionals and communicators.
Authenticity and Transparency
With the widespread availability of information on the internet, audiences demand greater transparency and authentic storytelling from brands. In the midst of rapid technological innovation, it can be easy to lose sight of the purpose of conveying a message that is to tell meaningful stories.
Consequently, future PR campaigns must highlight both successes and challenges, while embracing openness to build trust with the audiences. This can be quite challenging with the rise of AI-generated content, but it makes establishing clear authorship essential to stand out as genuine.
Elevating Genuine Connections with Audiences
Audiences today value brands that offer real connections. Emphasising human-centured approaches, using humor, and storytelling to convey values and messages will help build lasting relationships and foster meaningful interaction with the audiences. Today, the proliferation of social media platforms has made content creation more accessible, leading to the rise of numerous content creators.
Micro-influencers, especially on platforms like TikTok and Instagram, are proving to be more relatable and accessible than their mega-influencers counterpart. As a result, we will likely see more campaigns leveraging influencers who adopt a ‘less polished’ approach as that makes them more genuine and relatable to end consumers, thereby reinforcing authenticity and transparency.
Visual and Interactive Content
With increasing internet usage and technological advancements, the digital market is continually evolving. Customer expectations are higher than ever, driving demand for visually captivating content.
Photos, videos, infographics and interactive formats have become essential tools for breaking down complex information and engaging today’s visual-oriented audiences.
Moreover, more creative ways are being explored to reach wider audiences, with virtual reality and other immersive experiences now on the table.
In the past two years, we have seen several immersive exhibitions across Malaysia, from the Van Gogh Alive Exhibition to the recent Art and Symphony Exhibition in Fahrenheit 88, Kuala Lumpur.
Even brands like L’Occitane have embraced this concept through initiatives like the world’s first-ever L’OCCITANE Hotel, where the hotel’s immersive projection rooms transport consumers into the magical experiences, such as a mystical almond forest.
Additionally, podcasts remain relevant and are set to become even more popular. Although these podcasts may attract a small group of listeners due to their niche topics, they will boast a highly engaged and interested audience.
In conclusion, the key takeaways in public relations and communications for the coming year are all about establishing genuine connections and ensuring that content remains credible and trustworthy in an increasingly digital world.
Fostering meaningful and lasting connections with audiences will be the key to driving success in 2025.
Are you ready to champion your way into the new year? All the best!
• The views expressed here are those of the writer and do not necessarily represent the views of Sarawak Tribune.
