Heritage Kita and Syok PR: Youth-Led Storytelling as a Catalyst for Cultural Preservation

Two final-year Public Relations Consultancy student groups, Heritage Kita and Syok PR, under the mentorship of the Programme Director, Ms. Nurun Najah Tarmidzi, exemplified the transformative role of strategic communication and storytelling in preserving Malaysia’s cultural identity. Developed under the Impact Lab Project: Liveable Urban Communities (Cultural and Heritage category), both initiatives placed community engagement and youth-driven narratives at the forefront of cultural preservation efforts.

Heritage Kita partnered with Sekolah Kebangsaan (SK) Pos Betau in Kuala Lipis, under the purview of the Department of Orang Asli Development (JAKOA), to deliver Voices of Betau, an initiative dedicated to celebrating and amplifying the cultural heritage of the Betau Orang Asli community. Central to the project was a social media workshop conducted for the pupils of SK Pos Betau, which equipped them with the skills to document and share their stories, traditions, and lived experiences through digital platforms. The 14-week campaign garnered over 162,000 engagements on Instagram, reflecting its wide reach and meaningful community impact. Through this initiative, Heritage Kita not only preserved cultural narratives but also amplified the voices of an often underrepresented community.

In parallel, Syok PR collaborated with the Melaka Museum Council (PERZIM) to implement the Syok PR Campaign, aimed at revitalising youth engagement with Melaka’s cultural heritage. Employing a Gen Z–centred storytelling framework, the campaign integrated cultural insight with digital-first strategies tailored to contemporary audiences. Through curated content on Instagram and TikTok, the team reimagined Melaka’s heritage by spotlighting four iconic museums and cultural sites in engaging, accessible, and relatable formats. The campaign achieved significant digital impact, generating over 481,000 engagements on Instagram and 243,000 views on TikTok, underscoring the effectiveness of digital storytelling in reawakening cultural appreciation among younger audiences.

Both projects were presented at the Final Year Project Public Relations Showcase held on 18 December 2025. Collectively, Heritage Kita and Syok PR demonstrated how strategic public relations can transcend conventional communication practices to bridge generations, cultivate cultural pride, and empower young communities to actively sustain Malaysia’s diverse and living heritage.