Sincere or diluted? PR practitioners react to Petronas CEO's public apology

Petronas CEO Tengku Muhammad Taufik has issued an apology following backlash over his participation in the podium celebrations at the F1 Singapore Grand Prix, where George Russell of Mercedes-AMG Petronas secured a race victory. The controversy arose after Taufik, who is Malay Muslim, took part in the traditional champagne spray during the award ceremony, prompting criticism from netizens, Islamic political party PAS, and Bersatu's Armada. 

In a statement, Taufik said, “I felt honoured when I was invited to receive the Winning Constructor Trophy on the team’s behalf. However, I acknowledge that my spontaneous, spur-of-the-moment exuberance in celebrating that moment of victory may have been misplaced. While I can categorically state I did not consume any alcohol, as a Muslim, I should have been more aware of the sensitivities associated with taking part in such celebrations. Accordingly, I want to apologise for any unintended offence caused and take full responsibility for my actions.”

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Taufik concluded his statement by reaffirming Petronas’ commitment to its motorsports partnership, noting that “on behalf of PETRONAS, permit me to take this opportunity to express our heartfelt gratitude for the continued support of our participation in what is the pinnacle of motorsports competition. The successes we deliver now and in the upcoming era of sustainable fuels will indeed bear testimony to Malaysian innovation and capabilities.”

_{Screenshot courtesy of beIN Sports (YouTube).}

Social media posts sighted by A+M highlighted that Petronas enforces strict alcohol rules offshore, yet these were not applied to the CEO. Many called for his resignation, with some critics pointing to a perceived class divide, noting Taufik’s ease with popping the champagne bottle.

PAS information chief Fadhli Shaari also took to Facebook to lambast the CEO's action, saying "Since when has the administration of PETRONAS allowed a Muslim to happily take part in such a controversial spray event? Even if it wasn’t alcohol, we all know that this kind of culture is associated with alcoholic drinks."

Meanwhile, Bersatu Armada's information chief Harris Idaham Rashid told Malaysia Gazette, although the champagne spray is a known tradition at the podium celebrations, the usage of alcohol should not be normalised by a government linked company. "As a Malay Muslim corporate leader representing Petronas, he should have left the podium and only returned afterwards to take photos with the winners."

Apology accepted?

However, the question remains as to whether the apology by Tengku Taufik made the cut, seeing as the incident sparked conversations on social media platforms including X and Threads about cultural sensitivities and public conduct in high-profile settings. A+M spoke to PR industry players to unpack the CEO's statement.

Syed Mohammed Idid, deputy chairman of the PRactitioners Society of Malaysia, said that Tengku Taufik's public apology appears insincere, as he downplays the issue through vague language and shifting focus, which weakens accountability and fails to fully address the core concern.

"The phrase 'may have been misplaced' suggests uncertainty rather than clear acknowledgement of wrongdoing. Also, emphasising consuming alcohol and religious identity can appear defensive rather than remorseful, seeming like an excuse or justification," explained Syed. He added that the CEO apologised for "any unintended offence caused", rather than explicitly acknowledging the real impact or feelings affected sounds conditional and non-committal.

Meanwhile, Dave Prem, senior director, Redhill Malaysia, found the apology to be direct and heartfelt, but fell short in its timing. "Given how straight forward it was, perhaps a quicker turnaround time would have been more beneficial, leaving less time for outrage or uproar."

TS Lee, managing consultant of Archetype Malaysia offered a different perspective. "As far as the apology goes, I think it did its job. It was timely and the right thing to do." Although a number of online comments said the CEO didn't have to apologise at all, Lee explained: "what matters is that it reflects his commitment to his faith, and an awareness of Petronas' representation of Malaysia and the values the country stands for."

A case for a diluted message

Syed also pointed out that the apology pivoted back to Petronas' promotional messaging about the F1 partnership and achievements, diluting the sincerity of the apology.

Overall, it reads more like PR damage control with a focus on reputation preservation of the brand than a genuine, heartfelt apology demonstrating his full ownership and empathy as a corporate leader.

Prem concurred, and added that Petronas' combined need to highlight their efforts in the race and F1 in general muddies the messaging slightly and detracts from the apology. "I think this is a rare occurrence where home ground sensitivities were ruffled. We can chalk this up to getting caught up in the moment but perhaps something his team should have reminded him or briefed him on, knowing that champagne is involved in most podium celebrations and that alcohol is a sensitive topic for Muslims," he added. 

What else is needed?

At this juncture, Prem does not believe that any further steps are needed. "At least not overtly. Maybe, a few weeks down the road if his personal socials happen to have him at a mosque or attending a religious talk, something along those lines, to hammer home his faith, that could help. But at a company level, there shouldn't be more steps as it would likely just stoke the fire further."

Additionally, Lee believes every incident similar to this, is a learning opportunity. "It doesn't mean we have to be overly cautious or policing behaviour from now onwards." He shared, that how Malaysian leaders demonstrate their cultural values wherever they go, can be a differentiator for Malaysian brands operating globally. "The same goes for global brands operating in Malaysia, where respect is earned when you show true understanding of the culture for the country you're in, not for the sake of playing it safe."

Sometimes, the best follow-up is to quietly move forward and let actions speak for themselves.

Lee added: "At this point, I don’t think there’s much more to do. The apology has landed, and it’s best to just keep an eye on how people react, and let's not forget to congratulate and celebrate the winning moments."

Stefanie Braukmann, general manager at SPRG also agreed that no further action is needed. "This was an impulsive moment that he has already addressed swiftly and sincerely. It wasn’t a campaign or deliberate act requiring long-term damage control. The apology closes the issue, and I’m confident he’ll be extra cautious in future public appearances."

She added that leaders should uphold the same values and standards wherever they are, whether representing their organisation abroad or at home. "This includes being mindful of different cultural and religious sensitivities, especially in situations that attract public attention," said Braukmann.

The apology from Tengku Taufik also comes amid heightened scrutiny over alcohol-related events involving public figures in Malaysia. Earlier, Tourism Minister Tiong King Sing faced criticism for serving alcohol at a tourism event promoting Visit Malaysia 2026, which he defended as a private gathering. Prime Minister Anwar Ibrahim gave a stern warning to Tiong and the Ministry of Tourism Arts and Culture (MOTAC), that serving alcohol at an official government event must never be repeated, Bernama reported. 

Photo courtesy of Singapore GP.

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