Dato' Christopher Raj
Founder & Chief Executive Officer. An expert in Integrated Marketing Communications whose advice is sought by corporate giants on public relations campaigns and social media strategy — with nearly three decades in the business.
Dato' Christopher Raj — Founder & CEO
#HARDWORKBEATSTALENT
“Talent is nothing without hard work. Hard work is the distinguishing factor — the energy that fuels our skills, ambitions, desires and talents to break new barriers.”
In 2011, driven by a compelling desire to merge passion and purpose, Dato' Christopher established ShekhinahPR — since emerged as a dominant force in the PR industry, earning multiple prestigious accolades under his guidance.
Among its recent honours, ShekhinahPR clinched the Bronze Award for Excellence in Media Strategy at the Marketing Excellence Awards Malaysia 2025, as well as a Bronze Award for Best PR-Led Integrated Campaign at the Malaysia Public Relations Awards 2025.
His global expertise as a media consultant for FIFA and the Asian Football Confederation has seen him represent Malaysia on the world's most prominent sporting stages — from Media Officer at the 2018 FIFA World Cup in Russia to the 2022 edition in Qatar, where his responsibilities ran all the way to the grand finale.
A former sports journalist with the New Straits Times, he served on the Executive Committee of the Football Association of Malaysia from 2016 to 2025, and was conferred the Darjah Indera Mahkota Pahang (D.I.M.P.) in 2025 — the honour that carries the title Dato'.
2018 / 2022
Media Officer, FIFA World Cup — Russia 2018 & Qatar 2022 (through to the final)
2017 / 2023
FIFA U-17 World Cup — India 2017 & Indonesia 2023 final
2015 — 2023
AFC Asian Cup — Australia 2015, UAE 2019 and the Qatar 2023 final
2019 — 2025
AFC Media Committee member
2016 — 2025
FAM Exco — Chairman, Media & PR Committee; Deputy Chairman, Marketing; National U-17 Team Manager
2019 / 2021–24
CONCACAF Gold Cup USA 2019; AFC Champions League media operations 2021–2024
2025 →
World Football Summit Global Advisory Board — the second Malaysian appointed
- MBA — University of Ballarat, Australia
- Diploma in Public Relations — Institute of Public Relations Malaysia
- Diploma in Public Relations — International Correspondence School, UK
- Certificate in Corporate Communication & PR