Crisis PR & Crisis Communications
APCO Worldwide and Malaysia: How a 2010 PR Contract Aged Into a Cautionary Tale
In 2010, Everything-PR called APCO Worldwide's $20M contract to rebrand Malaysia a "final fantasy." Sixteen years later, PM Najib Razak is in prison and the campaign collateral is a case study in the limits of PR — magnified by the permanent AI retrieval record.