Singapore and Malaysia’s histories are intertwined, having been one country around 60 years ago. Yet their paths have since diverged in the past decades, lending differences in the individual identities of each side of the causeway.
Janis Perumal, Blue Totem Communications’ Director & Head of Malaysia, understands how crucial it is to get those nuances right – knowing where to harness these similarities and where differences begin.
Having lived in both Singapore and Malaysia, Janis has shared both insider and outsider views on each country’s cultural and social contexts. This holistic outlook has played to her advantage, giving her a bird’s eye perspective on how messages can be crafted and perceived by either market.
Janis also knows a thing or two about being on the outside looking in, having come from a background in engineering before making a career change to PR.
In “Seven Questions”, Janis shares how her experiences have given her perspective into where Singapore and Malaysia intersect, and how brands and businesses can be more mindful of each country’s unique qualities.
7 Questions with Janis Perumal: On the PR landscape in Singapore and Malaysia
Can you briefly share a background of your past experiences before joining PR?
For some years, I was a Chemical Process Engineer, with stints at manufacturing facilities in Singapore and Malaysia. Despite loving my job, I found myself wanting something different, although I didn’t really know what.
I took about a year off to consider my options and worked in a temporary role at a contemporary art gallery in Kuala Lumpur. This was when I first saw what media engagement was about. A journalist came to interview one of the artists, and that single conversation turned into a full page spread in the papers!
A good friend who was then in PR vigorously encouraged me to try for an account executive role at the agency where she worked. I liked creative writing and thought I would give it a try. That said, I quickly realised writing was just one of the many components and that PR was going to be a steep learning curve, especially coming from an unrelated background with no experience.
Thankfully, one of the first few client accounts I worked on was an engineering solutions company and looking back, perhaps the familiar subject helped ease me somewhat into PR.
2. How have your personal and professional experiences provided you with a landscape of the differences and intersections between Singapore and Malaysia?
Having studied, lived and worked on either side of the causeway has given me a foundational understanding of both societies. I consult across both markets, and having insights about a society in Singapore, which I’m not fully immersed, can be challenging. Here’s where I draw from close connections that I maintain with colleagues, family, and friends to help me stay updated and understand how both societies and their nuances progress.
Keeping on top of news in both countries from media outlets and social media, and through discussions with people I interact with also helps.
I also often check perspectives and thoughts with my colleagues in Singapore, and I do the same for them when it comes to Malaysia. At the end of the day, having someone on the ground is always an advantage.
3. How different or similar is the media landscape in Singapore vs Malaysia? What are elements that both countries share in common with each other?
I’m sure you’ve heard people say that Singapore and Malaysia are “same, same, but different” societies.
It’s not surprising, then, that there are similarities in the media landscape across both markets. Singaporean and Malaysian media look for local perspectives and insights; they want angles and narratives that address concerns or are of interest to their domestic audiences.
They also deal with similar newsroom challenges. Newsrooms are shrinking despite journalist duties remaining the same or expanding. Hence, time is even more of the essence for journalists, especially with stories often ‘breaking’ on social media. So, while some things can take a bit more time, most journos or editors don’t have the luxury to wait and need quick and timely responses.
There are some differences, too. For example, media preferences differ slightly when it comes to tactics – Singapore media tend to be more receptive to byline contributions, while Malaysia media veer slightly more towards press releases.
There’s also the matter of language – while Bahasa Malaysia is the national language and English is also widely spoken in Malaysia, there is an almost-equal split of mainstream publications in English, Bahasa Malaysia and Mandarin. When it comes to distributing press releases in Malaysia, it's important to consider translating the release to Mandarin and Bahasa Malaysia to help journalists and editors - media often don’t have the manpower or bandwidth to translate in-house.
4. With the cultures and histories of both countries so intertwined, what are some nuances or unique “quirks” from either country that you’ve experienced that brands or PR practitioners should be mindful of?
Societies in Malaysia and Singapore today are even more complex, ethnically, culturally and socially, and certain ideas that may be more acceptable in one country are not so in the other — it could also be the law. Hence, communications should always be inclusive and respectful of local sensitivities, steering clear of stereotyping.
Brands and PR practitioners should be mindful of major festive periods such as Chinese New Year and Hari Raya, which are celebrated in both countries, as this affects the news or story focus, planning, and media relations.
5. Do Singaporean and Malaysian audiences respond to different or similar messaging strategies? How can brands localise their messages for either market?
The crux of messaging strategies applies to both audiences. Messages need to be clear and highlight the brand’s uniqueness, be relatable to their target audience, and consistently delivered through all audience touchpoints.
Having said that, localisation is important for each market as a message may need to be framed slightly differently based on nuances of how each society may understand and interpret those messages. Phrasing, language, tone and style should be adapted to not only relate to audiences in each country but also comply with cultural and societal norms and sensitivities, and regulations and laws. Another thing to bear in mind is how a message will not only be translated, but perceived by audiences reading other languages such as Bahasa Malaysia and Mandarin.
6. Hiring two separate PR agencies in either country vs tapping one PR agency for both countries: Which of these is more efficient and effective for a brand? What should they take note of?
Having an agency with in-market presence is always an advantage, and working with one agency that has on-ground partners offers brands many advantages, including the ability to tap on insights and in-market experience, and coordination through a single contact point, which can make your workflow seamless and efficient.
Brands should look for agencies that have a network with strong credentials and valuable experience in each market for your industry, an experienced leadership team, and case studies that relate to your business. Look at client testimonials and consider how the agency will work with you and support your needs.
Having in-market agencies onboard from the get go makes it more effective to develop a locally resonant strategy and PR plan, allowing you to tailor your approach specifically for audiences in each country. Lean on the agency’s experience and advice throughout the process.
7. Which country has the better nasi lemak - Malaysia or Singapore?
Haha hot topic! I’m really picky about my nasi lemak - has to be nasi lemak “biasa”/normal, ‘pedas’ (just spicy doesn’t do it for me), never sweet, right amount of sambal to coat the rice with anchovies on the side so I can remove them (I hate anchovies). I only buy from 2 places and they’re both in KL, so I guess Malaysia, haha!
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