Posts in category: Blog

The past year has brought interesting shifts in the communications industry. The impact of AI on everyday workflows has been particularly undeniable, transforming the way public relations professionals approach their work. 

But alongside these advancements, as well as a plethora of complex geopolitical events, a renewed preference for human connection and community has sprung up, as evidenced by the millions of people flocking to Bluesky, a social media platform that is (at least, currently) devoid of ads, personalised algorithms and Ts&Cs that reserve the right to feed users’ content into machine learning models. For public relations professionals, balancing the need for speed and efficiency along with the emotional nuance and authenticity of a human touch is a major consideration. 

But AI isn’t the only conversation driving change in PR. In 2025, expect sustainability, 360-degree storytelling, and wellness initiatives to remain top-of-mind as brands continue to infuse green messaging into their communications strategies and rethink how they tell their stories across multimedia platforms.

Let’s explore our top PR recommendations for 2025, focusing on how innovations like AI in PR strategies and sustainability in PR are driving change.

1. AI in Public Relations

From crafting social media posts to monitoring sentiment in real-time, automation and generative AI tools like ChatGPT and Gemini are enhancing productivity and saving time for many communications professionals. In fact, by 2028, it’s expected that 73% of people in this industry will use AI for everyday tasks.

At Mutant, we’re no strangers to this evolution, having already embraced AI tools to enhance our processes and improve efficiency. We’ve used AI to build detailed social media content calendars, ensuring posts align with key dates, audience preferences, and brand messaging. AI has also helped inform our initial strategies, providing a solid foundation that we then refine with our expertise, ensuring approaches, campaigns, and messaging match our clients’ goals and resonate deeply with target audiences. Beyond that, AI tools have helped us streamline data analysis, turning raw insights into actionable recommendations for more targeted storytelling and outreach.

While these tools offer immense support, we also know that audiences today are savvy and can increasingly identify when materials have been created using AI. A recent AI-generated Christmas ad by Coca-Cola did nothing to please its audience – in fact, many called it “lazy” and “uncreative.” When it comes to using gen AI for copywriting, it’s crucial to fact-check and localise, as Chagee demonstrated. The tea company faced backlash in Malaysia for an auto-translated apology that fell far short of local language standards.

That’s why we place great value on our in-house editorial and design capabilities, ensuring every piece is reviewed thoroughly and meets our high standards, whether it’s a carousel of infographics for social media, a press release, or an annual report. 

Further, we know that when it comes to navigating emotionally sensitive topics and crisis situations, many consumers – up to 65% – still prefer a human presence. As emotional intelligence cannot be replaced, brands must prioritise empathy, whether in a campaign or a crisis.

This goes to show that while automation and gen AI tools can undoubtedly enhance productivity, efficiency, and speed, human oversight is still of the utmost importance. These technologies are powerful tools, but they can’t replace the nuanced understanding of language, culture, and human emotion that PR professionals bring to the table. After all, it’s connecting on a human level that builds brand trust, loyalty, and affinity.

So looking forward, consumer PR agencies must embrace a strategic balance: leveraging the power of new technologies while retaining the irreplaceable human element at the heart of communication. This means finding ways to incorporate new technologies into daily processes without losing sight of the essential human connection that drives meaningful engagement and builds lasting relationships with audiences.

2. Localisation Through Data-Driven Campaigns

Today, campaign success relies on data. It’s not just about the aesthetics or the brand’s singular aim anymore – like coverage or PR value, though those are important elements to consider. The point is to connect with the audience, and what better way to know your audience than through research and data that addresses their concerns?

One way that Mutant worked to harness data-driven insights to localise a PR campaign this year was when we conducted a survey in Indonesia for JobStreet, posing a relatable question: “What’s harder—finding a job or finding love?” The results were unexpected: the majority of respondents found job hunting to be significantly more challenging! Many news outlets and media personalities shared these findings, demonstrating how data can deeply resonate with people’s lived experiences and emotions – and that it helped create campaigns that are highly shareable and impactful.

As we look toward 2025, the key to making data work is to humanise it and present insights in ways that resonate emotionally and culturally with your audience. By prioritising relatable, data-driven storytelling, brands can forge deeper connections, build trust, and drive impactful engagement.

3. Building Trust Through Sustainability and Authenticity

Throughout 2024, consumers were increasingly drawn to brands that align with their values – a trend that doesn’t seem to be losing ground anytime soon. Considering that 70% of consumers prefer brands that actively promote sustainability (up from 60% in 2022), public relations strategies must incorporate holistic messaging around ethical business practices and sustainability efforts, rather than one-off reporting on CSR efforts or the steps brands have taken toward larger goals. Statements are no longer sufficient; they must be backed by actions that build trust with consumers and stakeholders.

Implementing sustainability messaging into usual marketing efforts is something major players like Marriott Bonvoy are embracing. In Malaysia, we’ve helped the hotel group demonstrate its commitment to sustainability by focusing on ocean preservation and fostering the local economy year-round, weaving updates about its commitments, support, and initiatives into nearly all of its press assets in 2024. 

In Singapore, we helped Epson launch the brand’s “Road to Sustainable Printing” whitepaper across six markets. To further amplify their message, we organised an intimate media luncheon that included a conversation about the eco-friendly benefits of inkjet printers. This provided a platform to discuss Epson Southeast Asia’s bold decision to completely phase out laser printers from its product offerings. To demonstrate the ultra-low power consumption of inkjet printers live, a man-powered an Epson printer by riding a bicycle – an impactful visual that created a lasting impression about Epson’s commitment to sustainability.

Ultimately, the shared goal of sustainability remains the same: safeguarding the planet for future generations. In 2025, brands need to ensure the way they communicate their commitments and efforts are no longer siloed, but a key component of all communications.

4. 360-Degree Storytelling

As people gravitate toward immersive experiences, the roles of storytelling and multimedia in PR are becoming increasingly important. Tailored messaging presented in creative formats is helping to ensure campaigns stand out in crowded markets. In fact, businesses that use multimedia in their PR strategies see a 30% boost in audience engagement. 

Seamlessly blending various content formats, 360-degree storytelling employs videos, podcasts, interactive infographics, and user-generated content to deliver narratives that engage, inform, and captivate across multiple touchpoints.

For several years, Spotify’s annual Wrapped campaign has served as a masterclass in 360-degree storytelling as well as personalisation, where user data is accompanied by vibrant visuals and compelling narratives across multiple formats, creating an individual experience that resonates deeply, is ripe for sharing, and drives virality.

Closer to home, the Tim Hortons Malaysia launch campaign employed a multi-faceted PR approach that harnessed storytelling across multiple channels to capture attention and generate excitement. This included:

• Launch Event: A highly engaging two-day event introduced Tim Hortons to the Malaysian audience, emphasising the brand’s rich heritage and signature offerings, resulting in more than 400 pieces of coverage from media outlets and influencers across the country.
• Branding and Merchandising: Exclusive branded merchandise helped reinforce the brand’s identity while creating shareable moments for attendees.
• Video Content: Captivating videos highlighting the launch, products, and the welcoming café atmosphere brought the brand story to life across social media channels like Instagram and TikTok.
• User-Generated Content: Guests and fans were encouraged to share their own experiences via social media, amplifying the campaign’s reach and authenticity.
• Localising the Experience: A striking mural blended Tim Hortons’ identity with local cultural elements, becoming an Instagram-worthy centrepiece that bridged the brand’s Canadian roots with Malaysia’s unique charm.

As the demand for interactive and integrated storytelling grows, brands must adapt by creating holistic campaigns that connect with audiences through diverse channels. 

5. Incorporating Health and Wellness in PR Strategies

The global focus on health and wellness has redefined consumer priorities, making it an essential element in PR campaigns. The wellness market was valued at approximately US$4.2 trillion and is forecasted to expand further in recent years, with personalised health solutions and experiences, as well as preventative care, gaining traction.

Wellness-themed press events, mindfulness activities, and collaborations with health-focused KOLs can humanise brands and resonate with contemporary audience values. For example, we worked with Shake Shack Malaysia to launch their Shake and Flow event, blending the restaurant’s offerings and values with fitness. Partnering with a local business, the event featured pilates sessions led by fitness influencers, followed by a tasting of Shake Shack’s healthier options, like lettuce wraps. This approach not only showcased the brand’s unique offerings but also tapped into Malaysia’s growing interest in fitness and wellness, strengthening the new burger chain’s connection with its audience.

More than just another passing trend, incorporating wellness into your PR campaign is a way for brands to connect meaningfully with audiences. By collaborating with local, health-focused businesses and crafting campaigns that merge brand values with wellness, businesses can start approaching PR from a wellness perspective.

6. In-person Events Continue to Drive PR Success

Leveraging in-person events will be a key strategy for public relations in 2025, particularly for brands aiming to enhance their presence and engagement. Demand for these events like performances, sports, movie screenings, roundtables, and more continues to rise, giving brands opportunities to connect with audiences and create brand love at the same time.

The Mutant team in Thailand saw this first hand when running a media roundtable for the launch of JobStreet’s Decoding Global Talent 2024 report. Attendees included top-tier media outlets in Thailand, covering mainstream business, marketing, and lifestyle beats. As a result of the roundtable, the media published 36 articles about the report, with a combined reach of over 100 million viewers, a testament to the PR value of offline events.

Build Meaningful Connections that Drive Success

As 2025 beckons, navigating the public relations industry requires balancing technology, value-based messaging around complex topics, and the timeless need for human connection. While trends like AI in PR processes, data-driven campaigns, and wellness are shaping how brands communicate, we must remember that human elements – like empathy and authenticity – remain vital for building trust.

For businesses seeking to thrive in this environment, strategic support can make all the difference. If you’re looking for a leading PR agency in Southeast Asia, reach out to us at [email protected] to explore strategies tailored to your brand’s unique goals.

Ramadan, which began this week, is one of the most significant religious events in Southeast Asia – and is often considered a great time to reach consumers who are on the lookout for great deals during this period. Less tangibly, it is also a great time for businesses to strengthen their media relations by embracing the values and spirit of this sacred time. 

In this piece, we delve into the strategies and approaches that can help businesses effectively build media relations during Ramadan, fostering trust, understanding, and meaningful connections, bringing it to life with actual case studies. 

Curate themes and content

One of the key aspects of building media relations during Ramadan is tailoring content to resonate with the themes and values of this holy month. During this time, brands must consider incorporating themes of compassion, community, and reflection into their media pitches and content. 

Highlight how your organisation’s values align with those of Ramadan, whether it’s through seasonal campaign initiatives, community projects, or promoting unity and togetherness. By weaving these themes into your messaging, you can create content that not only captures the spirit of Ramadan but also resonates deeply with your audience and the media.

Build long-term relationships

Building authentic relationships with journalists and editors is essential for effective engagement all year long, but especially during Ramadan.

To achieve this, brands and businesses must take the opportunity to learn more about our media friends and be more relevant. Rather than having a generic media list, create one that’s targeted and relevant to your business – and then reach out to them with thoughtful Ramadan-related hampers, and meaningful story ideas.

We can learn so much from other markets, which successfully pulled off media gatherings and strengthened friendships in the wake of the fasting month.

For example, in Indonesia, JobStreet seized the opportunity to connect with the media through an intimate media gathering during Ramadan. By having the company’s CEO and top executives share important news updates while breaking their fast with the media, the company was able to greater camaraderie and open new doors. To build on those relationships, JobStreet also curated special PR hampers as a token of the company’s appreciation. 

COO of Jobstreet by SEEK, Indonesia, deep in conversation with Indonesian media friends

In Malaysia, Pavilion Bukit Jalil hosted an experiential event where members of the media were given a food tour through the mall’s delectable dining options, featuring nutritious options for them to break fast with. The mall also took this opportunity to showcase Ramadan promotions, and journalists had a chance to revel in stunning festive décor.

With this media event, Pavilion Bukit Jalil created unique, culturally relevant stories for the journalists to tell. To further enhance their relationship with the media, Pavilion Bukit Jalil prepared special goodie bags as a token of appreciation.

Pavilion Bukit Jalil held a lively launch event to celebrate the month of Ramadan with members of the media

This Ramadan, businesses and organisations have a unique opportunity to build media relations while embracing the values and spirit of this sacred time. By tailoring content to resonate with Ramadan themes and building meaningful relationships, businesses can effectively embrace the spirit of Ramadan and nurture meaningful connections that endure beyond the holy month.

Need a PR agency to help you get media relations right during Ramadan? Hit us up by emailing [email protected]

Most marketers are struggling under pressure to outperform, even as they navigate budget cuts. They’re unable to hire more people but are expected to produce more content and media coverage than ever before. Past conversations with clients show that allocating budgets strategically is crucial and that one wrong move can prove costly. One marketer, for example, was forced to ditch their SEO budget in favour of a splashy, one-off event, which we’re not sure generated the expected results. 

Public relations (PR) and content marketing offer distinct value propositions — but work best when brands take an integrated approach. While PR focuses on earned media and reputation, content marketing involves creating and distributing valuable, relevant content to attract and retain your target audience. However, neither can be done in a silo. But understanding the strengths and limitations of each approach will help you better allocate resources for your specific goals. 

If you’re torn about how to spend your budget, consider doing these four things:

1. Research matters

Before diving headfirst into a full-blown marketing strategy, take the time to conduct thorough research. Many brands skip this crucial step because of historical bias or assumptions they’re making about their target audience. 

By understanding your potential customers’ needs, interests, and preferences, you can tailor your messaging and positioning to resonate more effectively. Research can also uncover data that validates your communication plans and identifies new growth opportunities. Ultimately, investing time in research can lead to more informed decision-making and a stronger, more impactful marketing strategy.

2. Align your objectives to outcomes

Many businesses are tempted to be all things to everyone. Often, this means being everywhere, churning out content that most people aren’t even going to see. While there’s no magical number to content and coverage cadence, the key is to ensure you’re creating high-value content on a regular basis across key distribution channels. 

To get started, identify your primary goal and allocate budgets and efforts accordingly. For example, if your goal is to gain greater visibility and reach a broader audience, consider a well-thought-out public relations campaign and use coverage to create content on your LinkedIn and website. But if you want to focus on lead generation , concentrate your efforts on more blog content, email marketing, case studies, ebooks, etc. Regardless of our efforts, we recommend repurposing content and tailoring it to fit the channels of your choice. 

3. Measuring performance and ROI

It’s crucial to set clear goals and track how your PR and content marketing efforts are doing. This means deciding what success looks like for you, whether it’s getting mentioned in the media, driving more people to your website, or lead generation. By regularly checking your performance data, like how many times your brand is mentioned in articles or how many visitors your website gets, you can see what’s working and what’s not. For instance, if you’re running a content marketing campaign, you might measure success by tracking how many leads it generates through downloads of a gated ebook. This helps you understand where to focus your resources and proves the value of your marketing efforts.

4. Embracing innovation

When used well, generative AI can help businesses preserve budgets. For instance, the right prompts can quickly assist in pulling together the first draft for a press release or a blog’s structure. Marketers, however, still need to do the heavy lifting when it comes to campaign ideation and original storytelling. 

The arrival of transformative technology can be challenging and confusing. Overall, human connection remains important for communications professionals as no AI solution can conceive stories, liaise, pitch, and land coverage with the media in quite the same way. 

Let Mutant amplify your marketing success

Understanding where to allocate your budget is key to maximising your marketing efforts. Whether you’re aiming to enhance your brand’s visibility, engage your target audience with valuable content, or generate leads, finding the right mix of PR and content marketing efforts can significantly elevate your strategy.

At Mutant, we specialise in crafting integrated marketing strategies that align with your business goals, ensuring your budgets work harder and smarter. With expertise in PR and content marketing in Singapore, our team can help you make informed decisions, measure ROI effectively, and innovate with the latest technologies while keeping the human touch in storytelling and media relations.

Ready to optimise your marketing budgets and drive results? Let’s talk about how we can bring your marketing strategy to greater heights. Reach out to our communications and PR agency at [email protected] to unlock your company’s full potential.

No matter where you look, it’s hard to avoid Taylor Swift. Whether it’s a new album announcement, her romance with a professional athlete, or the economic impact of The Eras Tour, there’s no denying that the singer-songwriter dominated headlines in 2023 – and it doesn’t seem like that’s going to change anytime soon.

But what is perhaps most impressive about this is the fact that Swift is doing it nearly two decades into her career. Her first album was released in 2006, and since then she’s put out 13 more albums, won 14 Grammys, and successfully changed genres, going from a country chanteuse to an international pop star. This continuing success is in large part due to Swift’s talent and hard work. But crucially, she has remained relatable to people the world over, even as her fame has risen to incredible heights.

Swift’s boundless appeal

Despite the fact that she’s a superstar with wealth, accolades, and access to a lifestyle that most of us can barely fathom, Swift doesn’t often feel untouchable. She is endearing, but not cool; she’s sharp, but not intimidating; she’s witty, but not uproarious; she’s poised, but not graceful. And that means she’s someone many people can relate to – the kind-of awkward friend who sometimes tries a little too hard and is more than a little self-deprecating.

And on top of all that, there’s her songwriting. Album after album, her work captures the minutiae and nuances of life and love in a way that makes listeners feel as if she perhaps looked into their brains and watched memories about a first kiss or a toxic friendship or a slow heartbreak or a particularly wonderful weekend play out.

But beyond penning songs that successfully communicate nostalgia and angst and rage and joy in ways that are universally understood, Swift and her team have pinpointed ways to keep her fans engaged and not just hungry, but ravenous for more.

In examining her career, there are several lessons brands can learn from the enduringly relatable Swift.

Don’t be afraid to evolve

It’s called The Eras Tour for a reason: Swift has very effectively changed genres, styles, sounds, and attitudes from album to album, creating different “eras” throughout her career that reflect how she – and her audience – have grown and changed over the years.

Take the temperature of your vertical and audience regularly and consider whether you are still relevant. If the answer is no, then identify what you need to change, be it a complete rebrand, new messaging pillars, a shift in strategy, or tweaking your brand voice – because it’s time to enter a new era.

Allow your failures to make you stronger

Several of Swift’s public embarrassments loom large in pop culture. “I’mma let you finish” became a catchphrase after Kanye West interrupted Swift’s acceptance speech during a live awards show; her unrestrained reactions when winning awards turned her into a punchline (and a lot of gifs); photos of a boyfriend wearing an “I ♥ TS” shirt at her Fourth of July party made both of them internet punching bags; and her statement about the rights to her masters being sold (which was the catalyst for the “Taylor’s Version” re-recordings of her first six albums) led many people to question the veracity of her claims.

Rather than pretending these moments never happened, Swift usually confronts them head-on after a period of reflection. Whether it be through songwriting or even merch, she often works these moments into her narrative, owning them, and making them part of her brand.

It’s an interesting consideration for brands. Though not every crisis scenario or company failure is something that businesses will want to shine a light on or remind people of, addressing public missteps can be beneficial. It could bring a sense of humility, humour, or levity if done correctly, and even go to show how much a company has reflected and grown.

Inject fun into your strategy

Something that Swift has become synonymous with is her use of clever hints and Easter eggs, which keep her fanbase puzzling over what might be coming next. Most recently, Swift performed a mash-up of three songs during one of her Eras Tour concerts in Melbourne that has many fans speculating on social media that she was hinting “reputation (Taylor’s Version)” will be released in August.

Incorporating playful ideas that tease new products, services, or offers, or that simply engage customers between campaigns, is a great way to strengthen your marketing strategy, and keep you top of mind.

Proclaim your values

For years, Swift stayed out of politics. But in 2018, she publicly endorsed a Democratic politician in her home state. Since then, she has continued to be vocal about her political opinions, beliefs, and values, supporting the LGBTQ+ community, defining her stance on abortion, releasing a political anthem, and encouraging voter registration.

As value-based marketing becomes more crucial for businesses, it’s important for brands to define their values, and incorporate them into their key messages and mission statement. From there, brands can then determine how to create marketing campaigns, communications strategies, and crisis plans that consistently and seamlessly reinforce their values.

Surprise your audience from time to time

Despite Swift’s penchant for hints, she often still manages to surprise fans. During her Eras Tour shows, she reserves time to play two “surprise songs” that change from show to show, and in years past, she’s referenced memes of herself, hosted intimate, in-home listening parties for fans, and sent fans gifts during Christmas, which was quickly dubbed “Swiftmas.”

By finding ways to delight fans – either as a collective or individually – Swift forges a deeper bond with them. Brands, too, can do this, creating opportunities to foster a sense of community and genuinely bring joy to their audiences, while also boosting engagement and brand loyalty.

Taking a page out of Swift’s playbook can help your brand find ways to remain self-aware, connect with your audience, create community, and grow, when needed. And if it doesn’t go exactly as planned? Then just shake it off and move on to the next era.

This article first appeared in Marketing Interactive.

Whether you want to deep-dive into important conversations about global pop stars or need help with a solid content strategy, we’ve got you covered — [email protected]