A PR agency in Malaysia is one of the largest in Asia and handles a wide variety of projects for global companies. The need for a PR agency has increased with the growth of the economy in Malaysia as well as the increase in foreign direct investment (FDI). An agency providing PR services in Malaysia can take on any number of tasks related to corporate, cultural or social PR. Some of the major tasks include lead generation, media strategy, branding, communication, event management, program development, public relations, program management, communications and project management. In Malaysia, there are also agencies providing PR consultancy and mentoring. Lead generation refers to building and keeping relationships with decision makers. An agency can help build and maintain relationships with managers and executives of big and small businesses. This includes handling requests for interviews, providing feedback on the businesses and making suggestions on new products, services or promotions. Clients benefit from the agency’s ability to create an image that sets the right image and encourages positive feelings within their organizations. Media specialists handle the implementation of media strategies. The main function of media specialists is to plan and produce media events and campaigns, manage advertising and public relations, develop and implement promotional programs, manage public relations, and improve brand awareness. Communication refers to informal and formal communication. It can be done through press conferences, emails, SMS, phone calls and other means of communication. It also involves creating or presenting information, reports, proposals and business documents. PR agency Malaysia’s role in this process is to create or obtain news coverage, make announcements and provide feedback on the businesses and programs featured in the media. It is also responsible for developing and disseminating press releases, providing media training and conferences and facilitating meetings. Branding and social media promotion are the core activities of a PR agency. An agency needs to constantly be updating its client’s marketing strategies to ensure longevity and sustainability of a company’s reputation. The core activities of a PR agency include: brand building through corporate social media and promotions; building awareness and acceptance through the use of direct mail, digital media and promotions; building a company image through PR and exhibitions; and enhancing marketability, accessibility and user-friendliness through websites, blogs and search engine optimisation. A good agency will also offer assistance to its clients in order to achieve their long-term goals. The roles and responsibilities of a PR agency in Malaysia are vast and complex. Their main task is to enhance the overall quality of Malaysia’s image at the same time making sure that the agency is able to meet deadlines. They need to develop and maintain professional relationships with key decision makers in the different sectors. An effective PR agency will make every effort to build a strong working relationship with government agencies as well as other major players in the market. PR agencies in Malaysia are generally formed from a number of professional media practitioners and members who come together to form a team. This allows the agency to create effective partnerships as well as maintaining effective communication with all concerned. The aim of the PR agency is to create and cultivate a positive image for its client. It does not matter what the media think of the PR agency – what matters is that the PR agency has done its homework and does what it is best at. It’s important to choose a PR agency that has a clear understanding of your business sector, and one that can provide you with the best services in the shortest time possible. In Malaysia, there are many agencies that offer a wide range of services. However, not all such agencies can offer each and every service that you might require. Before you finalise your choice, you should contact an agency and discuss exactly what they can do for you and how fast they can get your message out there. Moreover, it is also advisable to talk to several different agencies in order to compare their rates and the range of services that they offer. The PR agency that you choose should have an extensive range of experience in the media and public relations field. If it is only few years since they last PR campaign or event, it might be a sign that they are ineffective in delivering results. If possible, try and speak to former clients of the PR agency and find out how their experience was with that agency. While you are at it, you can also talk to some of your friends and business acquaintances and find out from them whether they are satisfied with the services of any PR agency and if they would recommend them.