Zen Communications Sdn Bhd CEO Tai Zee Kin said the evolving industry presents opportunities for young professionals to pursue their passions while still integrating PR into their skillsets.

He said the industry is no longer dominated by professionals specifically trained in PR, allowing individuals to build expertise in their chosen fields before branching into the industry.

“If you want to be a DJ first, be a good DJ and then focus on media or PR.

“Want to be a banker? Be a great banker, and then be a great PR expert for the banking industry,” he said as a panellist at the Global Public Relations Conference and Festival Malaysia 2025.

During the discussion, which was on youth media and the next era of PR, IABC Japan chapter president Takeshi Tsukiji also encouraged aspiring PR practitioners to continuously reflect on their purpose and long-term goals.

“You should always think about why you are here. Time is important, so think about your purpose, goals and dreams,” he said.

Malaysian Dynamic Media Sdn Bhd CEO Jake Abdullah however emphasised that early effort and hard work are crucial in the PR industry, and that work-life balance should only be a priority later in life.

He urged youth to focus on building strong foundations, saying that there is no substitute for hard work.

“If there’s one piece of advice I can give you now, it’s for you to put in your time now. Outwork everybody, because there’s no substitute for that,” he said.

FMT is a media partner for the Global Public Relations Conference and Festival Malaysia 2025 from Nov 13-15.