PR industry at critical juncture, must reset to stay relevant
He said the profession must return to its roots of truth, trust and transparency, while also redefining its role amid digital disruption, blurred identities and fragmented representation.
"Public relations is more than just content creation or social media management.
It is about strategic relationship-building, managing reputation and engaging stakeholders with integrity and empathy," he said in a statement.
He expressed concern that PR is increasingly misunderstood or reduced to superficial activities such as managing viral content, drafting social media captions or handling optics during crises.
"One in-house executive once said, 'the war is on social media' during a corporate crisis. That mindset is dangerous.
"A crisis is not a war, but a time for calm and sincere communication. Social media is a platform, not the strategy. Confusing volume with value risks undermining credibility."
Said Bani said the identity of the profession is being diluted, with marketers, influencers and digital agencies frequently claiming the PR label.
"Real PR is about narrative stewardship and long-term brand trust, not just trending hashtags or polished reels," he said.
He also raised concerns over growing fragmentation in the industry, adding that Malaysia currently has three separate PR associations, with one operating within a government ministry and receiving federal support despite the absence of any legal framework granting it exclusive legitimacy.
"Worse still, discussions on accreditation are being held without engaging the very practitioners, agencies and educators that make up the PR ecosystem. This top-down approach risks deepening disunity."
He also criticised the preference for foreign PR firms, particularly in high-profile government and GLC-led projects.
"Time and again, lobbyists and agencies from the UK or the US are appointed to lead Malaysian communications campaigns.
"They then front operations through local media personalities or consultants.
"This sidelines a vast pool of capable Malaysian professionals and perpetuates the myth that foreign equals superior. Effective PR must be rooted in local language, culture and community dynamics."
He said Malaysia could emulate Singapore's proactive support for its local PR firms.
"In Singapore, the government helps PR firms go global. In Malaysia, we pay foreign firms to operate here."
He said the absence of a centralised database or registry to measure the size and scale of the industry is also a barrier to effective planning and policymaking.
Procurement practices, unrealistic timelines and delayed payments were among the challenges, he said, that weakened the credibility and growth of PR agencies, particularly smaller firms.
Said Bani said there was a strong opportunity to "reset, reframe and reimagine" the profession in Malaysia.
"PRCA Malaysia's Code of Ethics & Integrity offers a clear framework for responsible communication grounded in global standards and local values."
He urged practitioners to break out of silos and collaborate across associations and sectors.
"We must see ourselves not as support functions, but as strategic enablers of trust and transformation.
PR professionals are not content managers; we are architects of narratives and custodians of conscience."
"Let's build a profession that is not only visible but valued. PR is not noise; it is nation-building."
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