|
How
did you get into PR?
As an undergraduate, I underwent a vacation programme on the
fundamentals of communications and interned for a local paper
as part of the programme requirements. While working for a
Web content development company, I got hooked on managing
some clients’ external online PR projects.
What
is the mood right now in the market you’re in?
‘Emphasis on ROI’ would best sum up the current
market sentiment. Given the economic situation here, clients
need to justify their marketing budgets. On a professional
level, that means the team has to be more creative in generating
ideas order to get coverage for clients while working within
tight budgets. The good news is that our clients remain optimistic,
albeit cautiously, about growth prospects in Asia over the
next 12 months.
What
do you enjoy about your work environment?
The team spirit and camaraderie. Some if the accounts we work
on involve more than one market, so it’s gratifying
that we row to the same beat and focus on reaching the finishing
line as a coherent team.
What,
or who, is your inspiration?
I’m driven by the Hoffman mantra on delivering good
work for the client. It may sound simple but it demands a
lot of care and attention.
What
has been your biggest mistake?
Missing out on a reporter’s deadline – I was new
on the job and was tasked with distributing a press release
for a client. Several media enquires came through, and I misinterpreted
a reporter’s deadline. Consequently, I lost an opportunity
to get a more in-depth feature in the client.
What
piece of advice would you give to a PR rookie?
Be realistic about the job – beneath the superficial
glamour is real hard work in managing expectations and meeting
deliverables. Fun, but demanding.
|
