Why “Content Is King” Falls Flat in Southeast Asia’s PR Game

Let’s be blunt: “content is king” is a lazy mantra. It gets tossed around so often in Malaysia’s PR and marketing circles it’s basically wallpaper. Sure, content matters - but if all you’re measuring is likes and views, you’re not strategising, you’re scorekeeping.

Jim Macnamara nailed this in his piece for the Institute for PR. He argues content isn’t the crown jewel; outcomes are. And people? They’re not “audiences” sitting quietly in the cheap seats. They’re stakeholders; with opinions, with demands, and with the power to make or break your brand.

We agree with him. But let’s add a twist. In Southeast Asia, especially Malaysia, the stakes are higher. We’re mobile-first, multicultural, and ridiculously fast-moving. A clever TikTok might blow up today and vanish tomorrow. If you’re chasing virality without strategy, you’re just adding to the noise. The real game is turning content into outcomes that actually move the needle.

Content Isn’t King - Outcomes Are

Every festive season, Malaysian brands pump out a flood of “heartwarming” ads. Raya, Merdeka, CNY - you know the drill. Tear-jerker storylines, touching background music, a few million views. But let’s be honest: by day three of Raya, most of these ads blur together.

Case in point: PLUS Expressway’s Raya campaign. They could’ve gone down the safe, sentimental ad route. Instead, they focused on road safety and community awareness. That shift mattered. The outcome wasn’t just buzz - it was fewer accidents and stronger community trust.

That’s the difference between chasing outputs (impressions, likes, shares) and aiming for outcomes (behaviour change, loyalty, safer roads).

Content isn’t dead. But here in Southeast Asia, it only works if it’s culturally sharp and context-driven. Use Bahasa Malaysia or Mandarin (or even Hokkein) and you build instant relatability. Lean into shoppable livestreams on Shopee or Lazada and you drive immediate sales. With AI sentiment tools, you can track real-time outcomes - not just clap for vanity metrics.

People Aren’t Audiences - They’re Stakeholders

Macnamara’s second point cuts even deeper: stop treating people like passive receivers. In Malaysia’s multicultural mix, one-way blasts aren’t just ineffective - they can actively alienate.

Take sustainability efforts in Malaysian hotels. Instead of publishing glossy PDFs no one reads, the smart ones engage their guests, staff, and local communities. The result? Real buy-in, stronger loyalty, and actual policy adoption.

We saw the same during COVID-19. Uptake for vaccines climbed when communication shifted from top-down announcements to community forums and dialogues. People trusted the message more when they felt part of the process.

Brands are catching on. Gigi Coffee sparks conversations through social-first campaigns. Volkswagen leans on local athlete ambassadors to create community connection. Add AI chatbots and conversational commerce into the mix, and you’ve got engagement that feels personal - not performative.

The IMPACT Model: Turning Ideas into Action

Theory is nice, but let’s get practical. We’ve adapted Macnamara’s thinking into the IMPACT Model - built for Malaysia and Southeast Asia’s reality, not some ivory tower:

I – Identify Objectives: Don’t just say “boost awareness.” Tie it to culture. For example: increase festive sales by 15% while respecting customs.
M – Map Stakeholders: Use BM or Mandarin surveys, TikTok polls, WhatsApp or wechat groups. Know who you’re talking to.
P – Produce Targeted Content: Multilingual, mobile-first, culturally relevant. Not cookie-cutter.
A – Activate Dialogue: Go where people actually are: TikTok Lives, IG, Facebook Groups. Make it two-way.
C – Calculate Outcomes: Forget “reach.” Track conversions, retention, or behaviour change.
T – Tune and Iterate: What works at CNY might flop at Deepavali. Adjust and adapt.

In short: stop counting likes. Start measuring what matters.

Scaling Smartly: From SMEs to Big Brands

Not every organisation has deep pockets, and in Malaysia, SMEs dominate the landscape. But budget isn’t an excuse; it just changes the playbook.

SMEs: Keep it scrappy. Free tools like Google Forms or X analytics give you useful insights.
Mid-sized firms: Run low-cost ask-me-anything livestreams. They’re interactive and cheap.
Large brands: Go heavy on AI listening and analytics to cut through algorithmic clutter.

Scale your approach to your resources - but never scale down your ambition for outcomes.

Don’t Chase Likes. Chase Impact.

Macnamara’s critique is a wake-up call, but it’s even louder here in Southeast Asia. We’re in one of the most vibrant, multicultural, mobile-driven markets in the world. If you’re still obsessing over “content is king,” you’re missing the point.

Here’s a challenge: run your last campaign through the IMPACT Model. Did it just make noise, or did it actually drive change? If that question makes you sweat a little, you’re not alone. Most brands are still stuck in output mode.

At Orchan, we don’t do “content for content’s sake.” We help brands cut through, build dialogue, and drive outcomes that last longer than a TikTok trend.

Don’t just trend. Transform. Let’s talk: changenow@orchan.asia or +603-7972 6377.

Source article: https://instituteforpr.org/why-content-is-not-king-or-queen-and-people-are-not-your-audiences/