How did you get into PR?
I targeted PR jobs after my graduation, sent some 20 unsolicited letters and went into Ruder Finn Asia before moving to ImpactAsia.
What do you enjoy about your job?
It's filled with opportunities - planning/executing activities like press conferences, press trips, interviews and even new business pitches.
What do you dislike?
Dealing with heavy workload and pressure, and working within a tight and stressful time schedule.
Who was you mentor and why?
Dr Anne Pierson Smith of City University equipped me with basic knowledge of PR and gave me valuable advice for my career. Also, colleagues like Susan Field, who has given me on-the-job training; and Peter Witton and Anissa Wong, who patiently taught and guided me.
How do you handle difficult clients?
Listen and understand their needs. Be professional, proactive and persistent.
Fulfil my responsibilities and seek a senior's advice if necessary. If the clients still want to be difficult, that's their problem.
Where do you see yourself in 10 years?
At this stage of my career, I don't have a clear picture of this.
Any advice for a PR rookie?
Devote yourself wholeheartedly to learning and absorbing as much as you can. Grasp every opportunity to practise what you have learned. Don't be afraid to ask!
Your biggest mistake?
I wasn't aware of something that shouldn't be disclosed during an interview with a top English newspaper. The journalist used that as the 'hook', and some other newswires also picked it up. A preparation statement was then needed. I learnt that I could indeed have been more sensitive.
Your greatest achievement?
I once had an opportunity to plan and manage a seminar which prominent and credible speakers and targeted audience were drawn to. I also researched and drafted a bylined article and identified media opportunities complimenting the successful marketing event.
