Communication · ROOTS PR
Turning Scrutiny into a Milestone: Launching CelcomDigi's CD:NXT Programme
A national upskilling initiative launched under intense media glare, and a PR strategy that turned a leadership headline into a story about Malaysia’s digital future.
- 180+ Stories generated
- 120+ Tier 1 placements
- RM 17.15M Estimated PR value
- 7.3M Audience reach
The Challenge
Scrutiny at the worst possible moment.
CelcomDigi introduced CD:NXT , an initiative to develop 5,000 Malaysian professionals in artificial intelligence, data analytics and digital capabilities, with the launch officiated by Prime Minister YAB Dato’ Seri Anwar Ibrahim.
But the event coincided with the announced departure of the CEO, drawing heightened media attention that threatened to overshadow a programme of genuine national significance.
The Solution
Redirecting the narrative.
ROOTS PR executed a comprehensive media strategy built to keep the focus on Malaysia’s digital future:
The approach redirected attention toward the programme’s broader vision and its role in building emerging digital talent.
The Impact
Coverage that reframed the story.
More than 50 journalists from major outlets, Astro Awani, BERNAMA, The Star and New Straits Times among them, attended, generating 180+ stories with 120+ Tier 1 placements , an estimated RM 17.15 million in PR value and a reach of some 7.3 million across print, online and broadcast.
The coverage reframed the discussion around Malaysia’s emerging digital talent, positioning CelcomDigi as the nation’s foremost digital enabler.
