What got you into the exciting and challenging world of PR?
My journey into the exciting and challenging world of PR began as a result of my many years in the field. Over time, I have had the opportunity to develop and maintain valuable relationships with clients and media professionals. Their recognition of my skills and expertise in the PR industry is a strong motivation for me to explore new horizons.
With the support of these individuals and organizations, I made a conscious decision to take a leap of faith and enter the world of PR. Despite the inherent challenges and uncertainties, their belief in my abilities gave me the reassurance needed to embrace this dynamic field with enthusiasm and determination.
COCO PR has experienced tremendous growth over the last 6 years. How do you explain such growth given the challenging nature of the PR market, especially in Singapore?
Navigating the PR industry, like anything else, requires a mix of triumphs and setbacks. I firmly believe that success and failure are an integral part of the journey. As an entrepreneur, I always remind myself not to get discouraged by failure. Instead, I strive to maintain resilience and quickly bounce back from setbacks. It is equally important to acknowledge and celebrate our accomplishments so far.
At this time, it is very important for me to recognize that COCO PR’s growth and success can be attributed to the extraordinary team that I lead with the privilege. As their mentor, I guide them on the right path, helping them distinguish between right and wrong in our industry. Their individual career growth has played a significant role in driving the agency’s overall success. Prioritizing the development of every team member has always been my main focus to be consistent and grow steadily in this industry.
What do you think makes a PR campaign successful?
Primarily, success in a PR campaign lies in delivering the results promised to the client, emphasizing quality over quantity. Client satisfaction and happiness after completing the campaign also plays a significant role in determining the success of the PR effort.
In addition, a successful PR campaign is characterized by tangible results that directly contribute to increased visibility and brand development. These results validate the effectiveness of our campaigns and demonstrate the value we deliver to our clients.
Lastly and most importantly, fostering positive relationships with stakeholders, such as industry influencers, community leaders and strategic partners, helps strengthen our message and broaden our reach. These relationships provide valuable opportunities for collaboration, support and advocacy of our clients’ work, further enhancing the success of our PR efforts.
How do you choose the angle for the story pitch?
The first step in choosing an angle for pitching a story is to do thorough research and analyze what has been covered by the media. By identifying existing gaps in the media landscape, we can strategically position our promotions to offer something unique and interesting to our target audience. As PR consultants, it is very important to do our homework and stay informed about the topics and trends that the media has explored. This knowledge allows us to craft presentations that not only resonate with the interests of our target audience, but also inject a creative touch to catch journalists’ attention. In addition, it is important to consider local markets and international perspectives when developing story angles. This ensures that our offerings have a broad appeal and can resonate with a wider audience.
How do you react when a client disagrees with your PR strategy?
When dealing with client disagreements about our PR strategy, my approach involves several key steps. First and foremost, I prioritize active listening to gain insight into their perspective and ensure that their voices are heard.
After that, I believe it’s important to educate clients on the ins and outs of PR in the local media landscape. By providing them with a comprehensive understanding of how PR strategies operate and the factors that contribute to their effectiveness, I aim to encourage shared understanding and alignment of expectations.
Building trust is also an important element in resolving differences of opinion. As experts in the field, it is important to demonstrate our credibility and expertise to clients. By providing professional advice, supported by examples of successful past experience, we can instill confidence in the effectiveness of the strategies we propose. The combination of these elements can help us find common ground and ensure that the client’s goals are met effectively.
What was your biggest PR challenge, and how did you handle it?
The biggest PR challenge I’ve encountered is the delicate balancing act of satisfying multiple stakeholders simultaneously — including myself, the team, the client, the media and the audience. This challenge requires constant evaluation and re-evaluation of our work to ensure that we live up to the expectations of all parties involved.
To combat this, I’ve adopted a proactive approach. By setting clear goals and communicating openly with all stakeholders, we can align our efforts and create a shared understanding of the desired outcome. Regular communication channels are established to quickly and effectively resolve issues or potential conflicts.
Furthermore, crisis communication plays an important role in dealing with this situation. Experience in managing high pressure situations and mitigating reputation risk enables us to respond quickly and effectively to any unforeseen issues that may arise. By remaining calm, maintaining transparency, and offering timely and accurate information, we can overcome crises and minimize the impact on all stakeholders involved.
What is your proudest achievement while leading COCO PR?
One of my proudest accomplishments leading COCO PR has been the opportunity to work with prestigious national campaigns and well-known brands. Despite being a lean team, we have been entrusted with managing significant accounts, which is a testament to our capabilities and expertise.
Additionally, as the minority businesswoman in Singapore’s demanding PR industry, I am extremely proud to lead a team of talented women from diverse backgrounds and experience levels. Together, we have leveraged our strengths and showcased our skills to our clients. Gaining the trust and confidence of clients and the media is a significant achievement for me and the COCO Team. This strengthens our position as a leading PR agency and motivates us to continue delivering outstanding results for our clients.
What do you consider to be the most creative campaign?
Every campaign we run for our clients, regardless of scale, is unique in its own way and has achieved success in its own way.
Social media versus traditional media, how important are these two sides in the contemporary media scene?
Both social media and traditional media have equal importance in today’s media scene. While social media has become widely popular, it should be seen as a complement rather than a replacement for traditional media. Adopting a unified communications approach that combines traditional advertising and marketing with a social media strategy is critical to strengthening brands and businesses in the modern world. By leveraging the strengths of both platforms, organizations can maximize their reach, engagement, and impact on their target audience.
How do you see COCO PR in five years? Are you looking to expand across the Southeast Asia region?
Haha, if you pay attention, we have built a strong presence in the APAC region. Going forward, our goal is to continue to grow rapidly in this region. Who knows? In the future, we may even consider setting up offices in the UK and the US. The possibilities are endless, and we are excited about the growth potential and opportunities that lie ahead for COCO PR! I’ve learned to be careful what you wish for.
In which direction do you see the PR scene developing? Are there new big challenges ahead?
While the emergence of AI and tools like ChatGPT presents new challenges, I believe the workforce will continue to play an important role in the PR industry. PR is fundamentally about building relationships with stakeholders such as media and clients, and that is something that AI tools alone cannot fully replicate.
While AI can increase efficiency and improve time management, it cannot come at the expense of managing real human connections. The integration of AI in PR is bringing positive progress, but it must be seen as a valuable addition rather than a substitute for human interaction.
PR is ultimately about People Relations.
If you were to name one mentor who has influenced you in your life and career, who would it be?
There are actually two people I would like to mention. Firstly, one of my biggest inspirations is Lewis Hamilton. As a passionate F1 fan, I have followed his incredible journey and witnessed his incredible success. What impresses me most about him is that he wasn’t born with a silver spoon. He had to overcome many challenges through perseverance, hard work and determination. Despite facing adversity, he proves himself time and time again.
As a minority woman in this demanding industry, I understand her story and draw strength from her resilience. Hamilton’s journey has taught me the importance of letting my work speak for itself, and I have adhered to that mindset throughout my career. It’s not always easy, but the journey is well worth it. I have accomplished more than I ever dreamed possible in the last few years. But I’m hungry for more.
Other mentors are individuals who also work in the PR field. This person has been a solid source of support throughout my pursuit. During difficult times, they have been my confidants, offering unwavering love and unwavering faith in my abilities. Her guidance and encouragement have been instrumental in helping me through difficult phases. And yes, I am truly grateful for his presence in my life.
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