PR bodies raise red flag over misleading claims by shady PR firms

KUALA LUMPUR - Two of Malaysia’s public relations (PR) bodies have sounded the alarm over the rise of unethical operators who misrepresent themselves as legitimate PR service providers, luring clients with false promises of instant fame and guaranteed media coverage.

In a joint statement, Public Relations and Communications Association (PRCA) Malaysia and Public Relations Practitioners Society of Malaysia (PRactitioners) expressed grave concern over what they describe as 'deceptive and dangerous' practices by these entities.

"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," the PR agencies said in a statement.

They said true public relations was not a shortcut to visibility, but a long-term commitment to building reputation, relationships, fostering stakeholder trust and delivering authentic narratives.

They stressed that ethical PR firms do not and cannot guarantee media coverage, noting that editorial control rests with journalists and editors, not consultants.

The statement also highlighted concerns about agencies offering unusually low retainer fees while promising 'strategic PR' with media guarantees.

Such claims, they warned, distort market expectations and devalue the expertise of legitimate professionals.

"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," they said.

PRCA Malaysia and PRactitioners also called on clients, media organisations and stakeholders to remain vigilant and help uphold professional standards.

As practitioners entrusted with shaping narratives, the agencies said they carried the responsibility of preserving public trust.

"We urge a clear distinction between genuine public relations and gimmick-based 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," they said.

The statement was jointly signed by PRCA Malaysia president Professor Mohd Said Bani C.M. Din and PRactitioners Malaysia chairman Datuk P. Kamalanathan.