In case you missed it, a foreign PR firm, APCO, is claiming that the Malaysian government has enlisted its help “to assist in evaluating its capabilities to communicate through new media”.
It is opening a brand new office in Malaysia (see here).
APCO says its clients value its “ability to help them navigate the complex and often converging worlds of business and finance; media, public opinion and society; and government and public policy. APCO helps clients anticipate what’s next and smartly manage reputational, communication and business opportunities and challenges that affect their organizations, products, services or brands”.
Cut away all that jargon and it looks like a PR company, sounds like a PR company… and by golly, it could even be a PR company. It sure has its work cut out for it as the government stumbles from one crisis to another.
So perhaps we can expect more public relations propaganda over the Internet and other new media.
But there are some things that could be beyond even a PR company. In this day and age, it’s not going to be easy to “manage reputational challenges” when confronted with a more discerning public.
People can see through spin. Like they did on 8 March 2008.