Crisis specialist firm Core Pro PR launches in Malaysia

Former Edelman executives set up boutique comms agency focused on crisis response and reputation building

Neil Fraser and Stuart Rosman Tan
Neil Fraser and Stuart Rosman Tan

Boutique crisis and reputation management agency Core Pro PR has launched in Malaysia.

The agency has been founded by Neil Fraser and Stuart Rosman Tan, both formerly of Edelman Malaysia.

The pair established Edelman Malaysia’s corporate risk and reputation practice, and won several industry awards for their work.

Fraser spent three years at Edelman Malaysia, and has extensive agency experience, having also previously worked for Weber Shandwick, Bell Pottinger and Burson-Marsteller across Asia.

Tan was a director at Edelman Malaysia for five years, before which he worked at C-Three Communications and Ogilvy PR.

Both have significant experience in crisis management, preparedness and risk assessment, which they have taken to their new, currently four-person boutique agency.

"We’re breaking the norm of conventional agency thinking by combining totally customised and tailored trainings with traditional and digital services to improve corporate reputations, delivering real and tangible business benefits – promoting and protecting reputations to increase trust and ultimately drive profit margins," says Fraser.

Core Pro focuses on three core activities: building client reputations, developing sustainable brands and crisis management. The firm has a client roster of both domestic and international brands across a variety of sectors.

Tan says: "While a number of agencies can offer crisis, issues and risk services in their offerings portfolio, Core Pro is the go-to dedicated 24/7 consultancy specialising in this field.

"We are filling a substantial and growing need in the marketplace for what has become an essential service for many organisations."

Fraser says Core Pro is looking to grow its team and aims to have two more staff within the next few months. 

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