At times, PR issues shine in white clarity, occasionally slip into black shadows, and most of the time, operate in the complex but beautiful shades of grey.
At times, PR issues shine in white clarity, occasionally slip into black shadows, and most of the time, operate in the complex but beautiful shades of grey.
The White, Black, and Grey of Public Relations written by the Founder of White and Associates, Abdul Latiff Puteh is not a textbook. It is not a manual. It is a practitioner’s honest reflection on Malaysia’s evolving PR landscape.
In brief, it positions Malaysian PR as a maturing profession shaped by history, policy, market forces, and the fast-evolving realities of digital communication. It traces Malaysia’s PR progression from nation-building and public sector expansion to today’s multi-channel environment while acknowledging persistent gaps in research, innovation, analytics, and high-tech adoption compared to more data-driven Western markets.
Rather than treating PR as “just campaigns,” the book makes a strong case that leadership is a decisive factor in whether PR functions professionally and strategically, especially under crisis pressure and rapid technological change. It anchors this discussion in capability benchmarking (Malaysia vs the Global Capability Framework) and perception insights on PR Heads of Department (HODs), surfacing real capability gaps and development priorities.
The later sections broaden the lens to organisational realities and bias, examining how gender preference and executive perceptions shape recruitment, credibility, and leadership opportunity within PR before concluding with a forward-looking roadmap where AI, ESG integration, education, ethics, and strategic thinking become survival skills for Malaysian practitioners.
At the end of the day, The White, Black and Grey of Public Relations reminds us that PR is the art of balancing truth and tact, the discipline of building and sustaining trust, and the courage to stand firmly by your message when it matters most. Above all, it is and has always been about people.
Whether you are a student, young practitioner, corporate leader, policymaker, or seasoned communicator, this book offers insight into how Malaysia’s PR profession has matured and where it must go next.
If you believe communication shapes nations, industries, and reputations, this is a conversation you cannot ignore.
Abdul Latiff Puteh
Founder, White & Associates
abdullatiff@white-associates.net
+60 199112826
