Public relations in Southeast Asia is evolving, not disappearing

Across Southeast Asia, the news business is undergoing a structural reset. In Vietnam alone, a proposed media restructuring could shutter around 180 outlets and impact over 8,000 journalists and editors.

Similar consolidation and tightening efforts in Indonesia, Malaysia, the Philippines and Thailand could mean smaller newsrooms, multi-beat reporters and tighter deadlines.

Last October, it was reported that Media Chinese International looks to lay off at least 44% of its staff within two years as it integrates artificial intelligence (AI) into its operation

Branded or sponsored content is now standard fare, with editorial scrutiny far sharper around local relevance.

The message to PR folks is clear: your pitch must land fully formed, supported by verified data and a local context that removes extra work from the journalist’s plate.

Despite the churn, three things remain constant. First, founders, investors and policymakers still judge success partly by how often their ideas appear in trusted publications. Second, brands still rely on third-party validation to build reputational capital that advertising alone cannot buy. Third, respectful relationships with journalists still open doors, particularly when a crisis places the organisation under sudden scrutiny. Technology can speed research and drafting but it cannot replace the human ingredient of trust built over time.

New rules for earning trust 

The traditional news release sent to a mass mailing list seldom earns more than a polite glance. Reporters want clear angles that answer “why now?”, concise quotations and assets that accelerate production, such as charts, photographs and locally relevant case studies. They expect stories to move beyond product details and address wider industry implications. Pitches that focus solely on what the brand wishes to announce, without considering what audiences need to know, are usually ignored or downgraded to paid placement.

Influence today is diffused across many channels. Fewer career journalists are complemented by a much larger pool of niche creators, analysts and subject-matter experts. Successful campaigns, therefore, rely on highly targeted, data-led outreach rather than blanket distribution. Artificial intelligence assists with background research and first-draft writing, freeing practitioners for deeper insight and relationship building. From the planning stage, teams design amplification strategies that treat an earned headline as “hero content” to be repackaged for LinkedIn, X, TikTok and corporate newsletters. Audiences regularly engage more with a senior executive’s personal post than with the company page, so individual voices carry growing weight.

The localisation imperative 

Southeast Asia may be discussed as one region, yet its media expectations are fiercely local. A fintech story that lands in Singapore likely needs regulatory nuances for Malaysia and a consumer-protection context for Indonesia. Without adjustments, even strong regional news can fall flat. Communicators must map priority markets early, secure local spokespeople where possible and prepare tailored press materials that respect language, cultural references and differing news cycles.

Trust is scarce, and misinformation travels fast, particularly on social media. The 2024 accounting scandal involving Indonesian aquaculture firm eFishery demonstrated how rapidly local issues become global headlines. Companies that had already invested in transparent relationships with journalists could explain their exposure, correct errors and contextualise the risk. Those without prior goodwill found it harder to gain a fair hearing. Whether the incident is a data breach, product recall or executive departure, pre-crisis credibility often determines how a narrative unfolds.

Preparing for PR's next evolution

Modern PR is increasingly data-driven. Beyond headline counts, practitioners track share of voice, sentiment and referral traffic to prove how earned media supports organisational goals. This shift does not diminish creativity, but it does require alignment with marketing analytics and clear key performance indicators agreed in advance.

Looking ahead, communicators in Southeast Asia should invest in story development by mining internal data, customer insight and sector trends to uncover themes that move markets, not just brand agendas. They should also strengthen reporter relationships by offering genuine value, including expert access, independent research and local case studies.

Moreover, communicators should blend channels thoughtfully, coordinating earned, owned and paid media so each amplifies the others, acknowledging that audiences move fluidly across platforms. They should adopt AI responsibly, using it to streamline tasks while preserving human judgment for nuance, ethics and tone.

Finally, communicators should prioritise localisation, equipping spokespeople and materials to answer the “So what for us?” question in every target market.

In Southeast Asia, public relations is on the trajectory of ripening. Brands that adapt to leaner newsrooms, multi-channel influence and data-driven evaluation will keep reaping the credibility that only independent coverage can deliver. The human touch (context, empathy and follow-through) remains the constant that separates a fleeting mention from a story that shapes opinion.

This article was written by Prayaank Gupta, executive director at Ellerton & Co. Public Relations.