Dato' Christopher Raj, Founder and Chief Executive Officer of ShekhinahPR
The CEO
Christopher Raj holds firm to the maxim Hard Work Beats Talent and practices this with firm conviction.
“Talent is great – it gets you off the starting block; it’s that X-factor, a wildcard that can be used as an edge to succeed. But 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 and excel further”.
In 2011, driven by a compelling desire to merge passion and purpose, Dato’ Christopher established ShekhinahPR, which has since emerged as a dominant force in the PR industry. Under his guidance, the agency has earned multiple prestigious accolades. Among its recent honours, ShekhinahPR clinched the Bronze Award for Excellence in Media Strategy at the Marketing Excellence Awards Malaysia 2025 as well as securing a Bronze Award for Best PR-Led Integrated Campaign at the Malaysia Public Relations Awards 2025.
Dato’ Christopher’s influence extends far beyond the PR industry. His global expertise as a media consultant for FIFA and the Asian Football Confederation (AFC) has seen him represent Malaysia at some of the world’s most prominent sporting stages. He served as a Media Officer at the 2018 FIFA World World Cup in Russia, and again at the 2022 edition in Qatar, where his responsibilities continued all the way to the grand finale. His international portfolio further includes key roles at the FIFA U-17 World Cup India 2017, the FIFA U-17 World Cup Indonesia 2023 final, and the 2023 AFC Asian Cup final in Qatar. From 2019 to June 2025, he also served on the AFC Media Committee, contributing his expertise to the region’s highest football authority.
Beyond these global assignments, Dato’ Christopher has managed media operations across numerous major tournaments, including the AFC Asian Cup Qatar 2023, AFC Asian Cup Australia 2015, AFC Asian Cup UAE 2019, the CONCACAF Gold Cup USA 2019, and multiple editions of the AFC Champions League (2021–2024).
Additionally, Dato’ Christopher's experience as a distinguished sports journalist with New Straits Times further highlights his extensive expertise. His unwavering dedication to the field is evident through his invaluable contributions as an Executive Committee Member with the Football Association of Malaysia.
From June 2016 to January 2025, Dato’ Christopher served as Chairman of the Media and Public Relations Committee, Deputy Chairman of the Marketing Committee, National U17 Team Manager and Deputy Chairman of the Affiliate Development & Relations Committee. Through these pivotal roles, Dato’ Christopher's influence continues to permeate various facets of the industry.
Dato’ Christopher's pursuit of excellence is underpinned by a strong educational foundation. He holds diplomas in Public Relations from the prestigious Institute of Public Relations of Malaysia and the International Correspondence School in the UK. Moreover, his expertise is complemented by a Certificate in Corporate Communication & PR, as well as a Masters in Business Administration from the distinguished University of Ballarat in Australia. As a leader, Dato’ Christopher places paramount importance on transparent communication of the business's vision and values, fostering a cohesive and motivated ShekhinahPR team that works harmoniously towards shared objectives.
