Agency Profile: Priority Communications (Malaysia)

Agency Profile: Priority Communications (Malaysia)

What services does Priority Communications offer?
Priority has spent more than 25 years building trusted relationships. Established in 1996, Priority is one of Malaysia’s largest independent local public relations and communications consultancies. We deliver seamless integrated PR campaigns to ensure businesses reach the right audience and shape the conversations that matter.

How big is your team?
Priority is 25 strong.

Where is team based in?
Our agency is based in Kuala Lumpur. Priority is also a member of PROI Worldwide, an international network of the world’s leading independent PR and Communications agencies with 80 partners present across 160 cities and 50 countries, which gives us immediate access to a global network of partners wherever our clients require support.

Do you have a particular area of focus?
Priority is one of the first few local agencies in Malaysia to have built a solid Technology practice representing some of the world’s most renowned names in technology. Priority also has an equally strong presence in the Lifestyle Luxury Brands, Retail, Corporate, Financial Services and Healthcare sectors.

Who is the founder and why did they start Priority Communications?
Priority was founded in 1996 by Elaine Chuah as she believes that we can all build a better future through communication. She recognised that there was an emerging opportunity in the technology, lifestyle luxury brands and corporate industries, and set out to develop a deep expertise within these practice areas. Over the past 25 years, Priority has established a solid reputation and track record working primarily with global firms, many of whom have been our clients for more than 10 to 15 years.

Tell us about the leadership team.
Our leadership team comprises some of the most senior PR and Communications practitioners in the industry, all of whom come from diverse consulting backgrounds and specialise in strategic counsel and communications. Their depth and breadth of experience and perspectives enable us to understand cross functional and corporate work and brand boundaries; enabling our clients to see the world from different angles. With the combined resource and experience, it allows our ability as a consultancy to study the data, identify insights and trends, and build creative, innovative and practical solutions for our clients in an increasingly complex environment.

What is next for Priority Communications? What is the five-year goal?
Do what we do best; building a better future through communication.

In a sentence, describe your ideal relationship with a journalist.
Any relationship built on the firm foundations of trust and respect is the key to success. This has been our DNA since the beginning, and it applies to all relationships that we build, be they with journalists, editors, influencers, key opinion leaders, clients, partners, suppliers, etc

Any key PR trends your agency is keeping an eye on?
We believe that companies need to commit more resources to and focus more on Environmental, Social and Corporate Governance. Conversations about purpose, impact, sustainability and social responsibility are going to be huge differentiators moving forward as companies and communities focus more on people, planet and purpose.

What skillsets do you look for in new hires?
Different roles require different skill sets so we will always recruit to fit the role and focus on training and mentoring them based on their potential to grow and scale, and above all, we look for passion, curiosity, thirst for learning, pride of ownership and the spirit of excellence.

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