How RMAA Secured Official Russian Media Coverage for the King of Malaysia’s Visit in One Week
Secure accurate official coverage in Russian national media during the King of Malaysia’s visit
All Cases
Background
RMAA assisted BERNAMA, Malaysia’s national news agency and official state media outlet, in securing Russian media coverage during His Majesty Sultan Ibrahim’s official visit to the Russian Federation in August 2025.
The visit was historically significant: it was the first visit by a Malaysian monarch to Russia since diplomatic relations between the two countries were established in 1967.
For the client, the key objective was to ensure that this historic visit was covered by Russia’s leading media outlets. For our media team, the task required careful coordination with top-tier media partners and a neutral official tone appropriate for the nature of the event.
When the client contacted us, the visit had already started, leaving very limited time to arrange the media work. Thanks to direct relationships with leading national media, RMAA was able to coordinate the process quickly and secure timely visibility during the visit.
Goal
The client needed official information about the visit to appear in leading Russian media during the visit itself. The project combined several requirements: a strict deadline, official messaging from the Malaysian side, and the need to keep the communication neutral, accurate, and appropriate for national media outlets.
The work also required close alignment between the client’s expectations and the editorial formats used by Russian media. This meant that the RMAA had to move quickly while carefully checking the wording, factual accuracy, and publication details at every stage.
Solution
Challenge: Adapting Official Malaysian Communication for Russian National Media
The work required us to adapt BERNAMA’s official communication to the editorial requirements of Russia’s leading national media outlets, while preserving the meaning, tone, and accuracy of the original message.
The media list included TASS and Interfax, Russia’s national news agencies, as well as Rossiyskaya Gazeta, the official government publication. Each outlet required a careful approach to wording, structure, and factual presentation.
Accuracy was critical: every word had to be checked carefully, as even a small wording issue could affect how the information was interpreted once published.
Strategy: Reaching Institutional Audiences Through TASS, Interfax, and Rossiyskaya Gazeta
To make the communication relevant for institutional audiences, we focused on national media outlets with strong official reach: TASS, Interfax, and Rossiyskaya Gazeta.
For Rossiyskaya Gazeta, RMAA focused on securing both online and print placement. The print edition added institutional weight and presented the news in a format traditionally associated with official audiences.
Established relationships with these media partners helped RMAA coordinate the placements quickly and within the required timeframe.
Execution: From Brief to Publication in One Week
The work began with a review of relevant Russian national media outlets and a shortlist of platforms that matched the client’s objective. This allowed RMAA to receive confirmations within days.
At the same time, the team adapted the materials for Russian editorial formats, finalized them with BERNAMA, and coordinated publication dates and formats with each outlet.
To maintain quality, every stage included editorial review, including wording, factual accuracy, and final publication details.
Results
Within one week, RMAA helped the client achieve the required media presence for the official visit.
- Official messaging from the Malaysian side was published across Russia’s leading national media outlets: TASS, Interfax, and Rossiyskaya Gazeta.
- The publications included both online and print formats, with Rossiyskaya Gazeta’s print edition adding status and institutional weight to the communication.
- All materials were published during the visit, within the required timeframe.
- The publications supported clear, fact-based communication about Malaysia and its leadership among Russian audiences.
