PR moments that caused buzz in SG in 2025

2025 has been a year of high-stakes communication, where missteps, misjudgments, and ethical dilemmas quickly made headlines. From political gaffes and boardroom disputes to fintech hiccups, loyalty programme shake-ups, and controversial agency work, the PR world faced a series of tests that underscored the importance of preparation, transparency, speed, and ethics.

Whether it’s a public figure’s off-the-cuff remark, a CEO navigating a customer crisis, or an agency weighing the moral implications of a client, the lessons are clear: communication is never just about words, it’s about trust, perception, and long-term credibility.

Here are the top five PR takeaways from 2025.

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SG acting minister apologises for calling HK football players and fans ‘idiots’

In November, Singapore’s acting minister for culture, community and youth, David Neo, apologised after calling Hong Kong football players and fans “idiots” during a livestream following Singapore’s 2-1 victory in the AFC Asian Cup qualifiers. While the comments were made in the heat of the moment, they sparked mixed reactions online, raising questions about judgment, diplomacy, and the responsibilities of public figures.

Experts say the incident underscores the importance of preparation and measured communication. Public figures, even in casual or celebratory settings, represent more than themselves, and off-the-cuff remarks can quickly escalate into reputational or diplomatic issues. The episode highlights that while spontaneity can convey passion, it must be tempered with awareness, respect, and readiness to manage high-emotion situations, with clear, timely apologies when missteps occur.

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From boardroom to courtroom: Does comms have a say in the CDL family feud?

City Developments Limited (CDL) faced a high-profile dispute between CEO Sherman Kwek and executive chairman Kwek Leng Beng in March, which quickly spilled into the public eye. As stock prices fell and brand sentiment plummeted, the situation highlighted the critical role of PR alongside legal counsel.

Experts say communications teams must act as strategic partners to lawyers, balancing transparency with legal constraints while shaping public perception. Scenario planning, pre-vetted holding statements, and stakeholder-focused messaging help ensure the company maintains credibility throughout the dispute. Clear, structured communication, even when details are limited, is key to preventing speculation and mistrust.

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Will the Chocolate Finance's CEO note post withdrawal blunder rebuild trust?

In March, Chocolate Finance faced a backlash after suspending instant withdrawals on its Chocolate Card, following unexpectedly high usage of its HeyMax Miles programme. The CEO, Walter de Oude, took to LinkedIn to explain the issue and apologise, but the delayed and initially unclear communication caused frustration and negative sentiment among customers.

PR experts highlight two key takeaways from the incident. First, transparency is critical: owning mistakes, clearly explaining what went wrong, and showing actionable steps to fix the issue builds trust. Second, speed matters: delayed responses allow speculation and panic to spread, making it harder to regain control of the narrative. Coordinated, timely, and authentic communication, especially in high-stakes sectors such as fintech, can turn a crisis into an opportunity to strengthen customer relationships.

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Re-writing a contract of trust: Why SIA's KrisFlyer overhaul feels personal

In August, Singapore Airlines unveiled a major revamp of its KrisFlyer programme, introducing higher mileage requirements for premium cabin awards and a new “Access redemption” category with variable mileage based on demand. While positioned as enhancements, the changes sparked frustration among loyal members, who questioned the value and fairness of the programme.

Social listening and media monitoring revealed discussions about alternative credit cards and competing loyalty programmes, highlighting how quickly customer sentiment can shift. Experts say the move underscores a key PR lesson: even well-intentioned loyalty changes can erode trust if they’re not communicated transparently, with fairness and predictability front and center.

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Backlash over Stagwell’s Israel work puts PR ethics in the spotlight

In September, Stagwell, the US holding group behind agencies including 72andSunny and Anomaly, faced scrutiny after reports surfaced that a small team conducted a messaging programme for the Israeli government. The revelation sparked backlash across the PR industry, raising questions about moral responsibility, staff alignment, and reputational risk.

Experts stress that agencies must define their “North Star”, a clear ethical and values framework—to guide client decisions. While controversial clients may bring revenue, the reputational, internal, and talent risks can be profound. Agencies should advise clients, set boundaries, and, if necessary, walk away when legal or ethical lines are crossed. In today’s APAC market, where talent and public scrutiny are increasingly values-driven, ethics is not a backroom discussion, it is a business-critical consideration.

Read more here. 

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