PRWEEK: Careers Q&A - Raymond Francis, Director, Ogilvy PR Singapore

<p>After seven years as a journalist, I felt I had achieved everything that I wanted to. Some soul-searching led to a meeting with a headhunter who suggested I move to the "dark side" - PR. After much discussion she put me in touch with Ogilvy PR and the rest, as they say, is history. </p><p>What is the mood right now in the market you're in? </p><p>Despite many companies reducing their PR budgets over the last couple of years, Ogilvy PR has continued to grow. Now, with Singapore on the verge of a long-overdue economic recovery, we are especially optimistic of the opportunities of a revived economy. </p><p>What do you enjoy about your work environment? </p><p>Working in a fun, vibrant and open atmosphere. Another thing I've enjoyed at Ogilvy is its focus on nurturing and encouraging growth. My best experience of that would be my recent monthlong secondment to Australia's Howorth Communications. This has fostered an exchange of knowledge and ideas that has helped both our offices. </p><p>How did you get into PR? </p><p>What, or who, is your inspiration? </p><p>I'd have to say it is more an amalgam of the great minds I've encountered in PR over the last few years. </p><p>What piece of advice would you give to a PR rookie? </p><p>Think beyond press releases. There's much more interesting and beneficial work to be done for clients by enhancing brand value through the development and sound execution of strategy, not just tactics. </p><p>What has been your biggest mistake? </p><p>Telling my colleagues that I'm a big fan of Japanese superhero icon Ultraman. </p><p>Ever since I mentioned that 'I collect Ultraman toys', people keep asking how my "doll" collection is doing. </p><p>Where do you see yourself in the next two years? </p><p>I'd like to try my hand at a more dedicated role in regional business development. </p>