Turning Deadlock into Momentum: The Plaza Phoenix Redevelopment Story

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When Orchan first took on Plaza Phoenix (now known as Cheras Sentral), it seemed straightforward enough: announce the redevelopment, rally community support, and reposition the property for the future.

But reality hit quickly. This wasn’t just a branding exercise - it was a rescue mission. The project was stuck because over 125 individual strata title owners couldn’t find common ground. Without their alignment, the developer couldn’t move forward.

The Challenge of Many Voices

Managing external PR campaigns is familiar territory. But navigating more than a hundred stakeholders, each with different concerns and vested interests, was something else entirely. The skepticism was palpable: could communication alone bridge the divide? Even for us, this was outside the usual comfort zone.

“The hardest part of PR isn’t always public - it’s bringing people to the table behind the scenes.”

This case became one of our most significant PR case studies in Malaysia; proving that sometimes the real challenge isn’t the market, but the people within the project.

From Deadlock to Dialogue

The key breakthrough came when we stopped thinking about “external PR” as the first step. Before you can tell a new story to the world, you need alignment inside.

That meant developing an internal communication strategy: one-to-one conversations, listening sessions, and creating non-emotional channels of information sharing between owners and the developer.

For a property redevelopment project, stakeholder engagement in PR can make or break momentum; and here, it was the deciding factor.

Becoming the Ears - and the Voice

In short, we became both the ears and the voice. We listened deeply to what owners had to say, validated their concerns, and then translated those concerns clearly and constructively to the developer. Transparency and dialogue started to replace frustration and suspicion.

Once the internal foundation was in place, the project could finally breathe again. Owners began to feel heard. The developer felt supported. And we could start focusing on the external narrative: hosting press conferences, walking media through the redevelopment site, and even gaining the backing of the Cheras MP.

“Momentum doesn’t start with media headlines - it starts with trust.”

It was a clear demonstration of how effective internal communication for stakeholder alignment creates the conditions for successful redevelopment.

Momentum Starts with Trust

This project taught us something we carry into every complex engagement today: sometimes the real PR work happens long before the press release. When you can bring stakeholders to the table, turn doubts into dialogue, and create clarity where there was conflict, that’s when transformation becomes possible.

For us, Plaza Phoenix was not only a rebranding challenge; it was proof that strong property redevelopment communication can turn hesitation into progress.

At Orchan Consulting Asia, we don’t just manage reputations; we build trust, open communication, and create the conditions for progress.


FAQs: Plaza Phoenix Redevelopment & PR Lessons

Q: Why was Plaza Phoenix (Cheras Sentral) a communication challenge?
A: Because over 125 strata title owners had different interests, creating a deadlock that blocked redevelopment progress.

Q: How did Orchan Consulting Asia overcome this?
A: By focusing first on internal communication i.e., listening to stakeholders, translating concerns, and building trust before going public.

Q: What role did PR play in the redevelopment?
A: PR went beyond media announcements. It became about stakeholder alignment, tenant liaison, and showing transparency to rebuild confidence.

Q: What’s the key lesson for organisations?
A: Never underestimate the power of stakeholder engagement. External campaigns succeed only when internal voices are heard and aligned.


Is your organisation facing a similar challenge?
If hesitation, misalignment, or internal roadblocks are keeping you from moving forward, let’s talk. Reach us at changenow@orchan.asia or call +603-7972 6377.



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