Malaysian Government calls pitch for $6 million PR account

Sources close to the review say the Government invited several high-profile PR agencies to pitch for the business last month. The brief includes promoting the Government’s accomplishments after it decided on a list of key performance indicators, and expand its presence online.

Sources report that Apco Worldwide, which has an existing relationship with the Malaysian Government, is tipped to win the estimated US$5.65 million business.

However, the Malaysian public has been critical of Prime Minister Datuk Seri Najib Razak’s administration for splurging funds on the Party’s public image, further reflecting the adverse environment displayed in March of last year when ruling party Barisan Nasional ceded considerable power to its opponents in the general elections.

“The Government got its ass kicked in the election last year and it was a real wake-up call for it,” the source said, pointing out that the Government’s inability to control the spread of political conversation on social networks, forums and blogs exacerbated its loss. “The most surprising thing that they saw was the impact that digital had in really driving the reputation about the Government, and it’s looking to remedy this before the next election.”

The source pointed out that, among its efforts to adopting more digital initiatives since the election, the Government has revamped its website and the Najib has created a Twitter account.

But sources say that its public perception is the hurdle that has stopped the Government from contracting Apco, with one source pointing out that “I would be surprised if Apco ever got a cheque”.