Orchan Consulting | Asia Sdn Bhd

When a crisis hits, speed isn’t a luxury... it’s oxygen. And in APAC , where social chatter moves faster than official statements, brands that hesitate don’t just stumble -- they fall flat on their face. The question isn’t if a crisis will hit. It’s when . And when it does, your response decides whether you come out scarred but standing or dragged through the mud for months. Case Study 1: Bitis vs. Khaisilk -- Apology vs. Denial Two Vietnamese brands. Two very different outcomes. Bitis , the footwear brand, ran a cultural campaign that backfired. Instead of stonewalling, they did the simplest, smartest thing: apologised quickly, corrected the issue, and kept moving. Consumers noticed the humility, and the brand survived with minimal scars. Khaisilk , on the other hand, was caught mislabelling “ Made in Vietnam ” silk that was actually from China. At first? Denial. Then, when the truth came out, scrambling apologies, recalls, compensation. By then, it was too late -- the damage w...

AI is rewriting the PR playbook across Asia . From chatbots fielding customer queries to generative tools drafting copy in seconds, the efficiency is intoxicating. But speed without ethics? That’s a reputational landmine; and in Southeast Asia , where cultural trust is everything, the blowback can be brutal. This isn’t just about “using AI responsibly.” It’s about whether your brand earns or loses trust every time you hit publish. AI Ethics: PR’s Next Crisis Waiting to Happen The warning signs are already here: Singapore : A retail chain faced backlash when AI-personalised ads misused purchase data without consent. Malaysia : A telco’s chatbot accidentally leaked sensitive customer info, triggering investigations. Thailand : A travel brand went viral for the wrong reason after an AI campaign used culturally tone-deaf imagery. These weren’t just “tech glitches.” They were trust failures, magnified by APAC’s hyper-connected, mobile-first audiences. Compliance Won...

Reputation isn’t built by press releases. It’s shaped by what people say when they think no one’s listening. Here’s how unseen chatter can derail your brand, and what to do about it. Companies love their press releases. Glossy language, approved quotes, carefully chosen words. But here’s the uncomfortable truth: your reputation isn’t built in those polished paragraphs. It’s built in the conversations you don’t control. The comments whispered at the coffee shop. The WhatsApp messages between frustrated customers. The grumbles employees share at lunch. That’s where reputations are shaped; and often, where they’re broken. The Story No Press Release Could Save A few years ago, a well-known brand (no names, but you’d recognise them instantly) invested heavily in a “positive PR push.” Press releases were flowing, coverage looked great on paper, and the leadership team was confident. But beneath the surface, informal chatter was telling a different story. Customers were quietly compla...

Strategic communications isn’t a “nice-to-have” anymore. In Malaysia, it has become a core business function i.e., shaping reputation, steering conversations, and helping organisations navigate a world where trust is currency. And here’s the reality: the brands that still treat PR as decoration will lose ground fast. The ones that view communications as capital will win. At Orchan, we’ve seen both sides of that equation -- startups that built credibility from day one and corporates that paid the price for silence when it mattered most. So, what’s next for strategic communications in Malaysia? Here’s what 2025 (and beyond) is bringing our way, and why it matters to your business. 1. Trust Will Be the Ultimate Differentiator Malaysians have always valued relationships but now trust sits at the heart of survival. Communities aren’t shy about holding brands accountable; one misstep can spiral across WhatsApp groups and TikTok in hours. The cost? Lost customers, shaken investor confi...

How Orchan Consulting Asia helps brands navigate change - from Peugeot’s reputation rebuild, to DFSK’s first electric van, to Kao’s trust-building with parents. Change isn’t a slogan – it’s messy, unpredictable, and often uncomfortable. But it’s also where growth lives. At Orchan, we’ve spent years helping brands navigate that tricky space between “what was” and “what’s next.” This series, Orchestrating Change: Stories from the Field , takes you behind the curtain. Real brands, real problems, and the strategies that turned the tide: from rebuilding Peugeot’s reputation before a major launch, to helping DFSK break ground with Malaysia’s first electric van, to showing Kao Malaysia how to win not just market share, but parent hearts. Each story shows one thing: change doesn’t happen by accident. It happens when you orchestrate it with purpose. When Reputation Hit the Brakes - Peugeot Malaysia and the 308 How Orchan Consulting Asia helped Peugeot Malaysia rebuild trust in the 308 throu...

Reputation isn’t just PR fluff anymore. It’s not about glossy press clippings or a viral stunt that gets you trending for a day. Reputation is a business currency;  and in Malaysia, it’s often the difference between being trusted or being torn apart. Why Reputation Hits Different Here Here’s the thing about Malaysia: people talk. And they don’t just talk... they share, screenshot, forward to family WhatsApp, WeChat or Telegram groups, and pile on in the comments. One slip, one badly phrased remark, one campaign that misses cultural nuance… and you’re not just facing a PR headache. You’re facing community outrage. It’s not just about customers either. Regulators are watching. Investors are watching. Employees are watching. Everyone wants to know: can we trust you? That’s why “just keep quiet and hope it blows over” isn’t a strategy. It’s a gamble - and one that rarely pays off. Short-Term Noise vs. Long-Term Reputation Publicity? That’s short-term. It’s the sugar rush of marke...

Crisis doesn’t knock politely. It barges in. One minute you’re trending for a clever campaign, the next you’re trending for all the wrong reasons. In Malaysia, where culture, community, and the court of public opinion move fast (and sometimes unforgivingly), managing a crisis is about more than issuing a statement. It’s about protecting trust when it matters most. So What Counts as a Crisis Today? In Malaysia, a “crisis” isn’t just a product recall or a shareholder scandal. These days it can be: A social media pile-on that starts with one unhappy customer. A regulatory slip-up that attracts headlines and ministry eyes. A cultural misstep that sparks outrage faster than you can say “delete tweet.”                                           Just look at the recent myBurgerLab incident (link below): a senior exec’s careless remark about Friday prayers didn’t just stay on Facebook; i...

When you search “best PR agency in Malaysia ,” you’ll find endless lists, awards, and glossy websites. Every agency claims to be the most creative, the most connected, or the most “integrated.” But the truth is: the best PR agency for your brand depends on more than hype or a clever tagline. At its core, public relations is about trust, reputation, and relationships. Choosing the right partner can make the difference between a campaign that fades after a press release, and one that builds lasting credibility. So, how do you separate the buzz from the substance? 1. Look Beyond the Hype A slick website or big client logos don’t tell the full story. Ask: What measurable impact did the agency deliver for those clients? Are there long-term relationships, or just one-off projects? Do they have sector-specific experience (e.g., fintech , lifestyle, NGOs) that matches your needs? The best PR partners don’t just chase headlines. They help you build brand equity over time. 2. Test Their Crisis...

  We've been a little quiet, but there's been good reason for that – we've been busy evolving. Oh, and we launched The Third Degree somewhere in there too. (Sleep is overrated, right） The communications world has shifted dramatically, and frankly, so have we. What started as traditional PR work has grown into something much more strategic. We're calling it N-E-X-T because this feels like a genuine upgrade in how we approach client partnerships. What's Different Now Honestly? We've become more selective about the work we take on, and more focused on the work that actually moves the needle. These days, we're spending more time in boardrooms than press rooms – helping brands think through their long-term positioning, not just their next social media post, op-ed or press release. That behind-the-scenes strategy work we mentioned? It's become our sweet spot. We're the team you call when you need to figure out your story before you tell it to the world....

Hey there … yes, you! Glad you stumbled in. This is Orchan’s corner of the internet - part soapbox, part diary, part sounding board. Here you’ll find our thoughts on the industry, lessons we’ve learned the hard way, a few rants (constructive ones, of course), and maybe even the odd video when we’re feeling fancy. So, who are we? Orchan’s a comms agency born and bred in Kuala Lumpur, with arms stretching into Singapore, Indonesia, Vietnam, and wherever else clients drag us. We’ve been called many things -  strategic, fast, occasionally loud - but what we're not is cookie-cutter. If you’re after a “copy-paste” campaign, you’ve probably knocked on the wrong door. We believe PR is for everyone. Big multinationals? We’ve worked with PUMA, Dyson, Pernod Ricard, Garmin, and the like. Scrappy start-ups and even hawker stalls? Been there, done that, and loved it just as much. For us, the job is always the same: find your story, polish it up, and get people talking. We also train. Crisi...

Six Deadly Blindfolds (Reinvention II) We are all guilty! We are guilty of not seeing the bigger picture. We are guilty of sweeping something under the carpet because it is easier than tackling head on. Whether it be clouding (external forces) or our own distractions (internal forces), this ‘missing the point’ can result in decision-makers making ill-informed choices. We need to address the very real blindspots in our decision-making processes. From that point, we see in a clearer fashion, the reality of circumstances, and can make informed, intelligent decisions to move forward to the next level. At the launch of “Reinvention: Acceletating Results in the Age of Disruption” by Shane Cragun and Kate Sweetman, Kate spent time highlighting the Six Deadly Blindfolds that impact upon entrepreneurs, managers and decision-makers. These resonated strongly with the entire audience, as we all recognized that at some stage along our managerial career path, we have been gu...