Six years ago, the PR world felt like a completely different game. I was lost in a sea of press releases and media pitches, desperately trying to secure coverage. Little did I know, a revolution was brewing, one that would eventually draw me back into the PR fold. 

My previous PR experiences felt like being thrown into a lion's den, unprepared and unguided. Press releases and proposals were tossed my way with a "make this happen" instruction, leaving me overwhelmed and lacking confidence. I needed a break, so I stepped away, exploring other paths. I briefly ventured into the world of fashion retail, hoping to become a Visual Merchandiser but it didn’t quite pan out. I realised that I missed the storytelling aspect of PR and the creative freedom it offered, particularly on the event side where I get to meet and create memorable experiences for people, and seeing the joy on their faces is rewarding.

Then, a few years later, an incredible opportunity arose with Thinking Cap Studio, working on KOL movie screenings for Sony Pictures. This was my first foray into the new PR landscape, and it was different and more exciting. KOL engagement was a thrilling new game, a far cry from the more formal media outreach and events I was accustomed to. It was a whirlwind of change, and I knew I had to be a part of it.

What in the world is KOL Engagement?

Joining Thinking Cap Studio was a crash course in KOL engagement – a term I’d never even heard before. Back then, I’d send out PR kits to a few influencers, but I quickly realised that what I’d been doing was actually a very basic form of KOL engagement. It felt like I was entering a whole new world. Everyone was talking about content creation and KOL engagement, and it all seemed like a completely different language. 

However, I soon discovered that the core principles of building relationships and getting your name out there were still the same as in “traditional” PR. The twist? KOL engagement focuses on building authentic relationships with influencers and encouraging them to naturally share your brand story within their communities. It's about crafting and disseminating compelling stories that subtly whisper about your brand, instead of shouting it from the rooftops. After working on a few KOL engagement campaigns, I learned to identify influencers who are aligned with the brand values, reach out to them personally, and offer them genuine value as well. It was a steep learning curve, but I’m grateful for the opportunity to master this new approach. 

2. Dusting Off The Skills and Adding Some Sparkle

My journey into the world of public relations started with a crash course in reality. While I had a solid foundation from past work, I quickly realised the PR landscape had shifted. Pitching influencers? That was a whole new ballgame! One of my first hurdles was pitching influencers for paid posts. I was completely lost, wondering where to even begin! Thankfully, I had amazing mentors – my bosses – who were there to guide me every step of the way. 

They taught me the importance of targeting the right influencers to match the brand’s value and target. They showed how to analyse their audience demographics, interest, and engagement levels, making sure their followers are aligned with our target audiences. They also emphasised how important it is to write pitches that are unique to each influencer. It’s important to make it clear how the collaboration would be beneficial for both parties. 

For example, one recent project was the Minecraft 15th Anniversary campaign. We wanted to engage two influencers with a small monetary token. The challenge was finding the right influencers within Malaysia’s niche Minecraft community. After careful research, we managed to identify several potential candidates. While we were able to identify the influencers, another hurdle arose in pitching the campaign and securing their agreement for paid posting. 

It took several pitches, but I eventually secured them! The key was demonstrating the value of the brand and the benefits for the influencers. We proposed a giveaway on their platform, an idea that resonated with them. They recognised the opportunity to enhance engagement with their followers and strengthen trust between themselves, the brand, and their audience. 

3. Embracing the Change and Adapting - Just Like a Chameleon 

Stepping back into the PR world gave me a mix of emotions - excitement, nervousness, and a hint of uncertainty. The industry I thought I once knew has shifted so much. The traditional pitching methods I once relied on were no longer effective, the way I crafted PR proposal needed a complete makeover. Back in the day, my proposals were pretty straightforward: jump straight into strategies, throw in some ideas, and call it a day. 

After studying and with guidance, I discovered the importance of incorporating market research results into proposals. It demonstrates a deep understanding of the client's industry and their competitors. Showcasing market research, statistics, or industry trends can also convince potential clients of the validity of your proposed strategies. 

Another key element I learned is the importance of crafting a clear and compelling message. What's the main takeaway you want your audience to remember? What action do you want them to take after encountering your campaign? Defining these elements is crucial for successful PR. 

Reconnecting with the PR world has been a journey filled with learning, growth, and a whole lot of self-discovery. The industry is constantly changing, so I’m still learning new things all the time. One thing I discovered is that I actually like copywriting. It’s something I’ve always done a little, but never really explored. This journey has shown me that you can go back to work and thrive, even after a break. But it helps when you have a supportive workplace and a whole lot of self-belief!

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Jaszmin Amer

It’s normal for brands to think of the mistakes they make as PR nightmares. No one wants to stay up all night crafting the perfect statement to a plan that didn’t quite go the way you thought it would. 

It could be your fault. It could be a simple misunderstanding. Once your customer is upset, it doesn’t really matter. 

What does matter is how you respond.

Listen Up

Understanding what went wrong can teach you a lot about your customers and what they expect from your brand. Don’t rush to delete or hide those negative comments. Take notes! Use this information as you prepare for your next campaign. The better you know your customer, the happier you can make them!

Be Accountable

This is a biggie. You’ve already been caught with your pants down. The next worst thing you could do is delay your response or point fingers and try to shift the blame. Apologising genuinely and taking responsibility for your choices and actions is the only way to regain the trust and respect you may have lost in the kerfuffle. 

This is your opportunity to reiterate your brand values, but it only works if you can hold up your end of the deal. 

Make it Right

If the situation allows you to make amends, jump on the opportunity! Replace the faulty product (at your own inconvenience), take down the offensive video, return the ticket costs of the poorly organised event. This will help establish that you aren’t in it just for the cash grab - that you too believe your product should be everything your marketing makes it out to be. 

Do Better

If you don’t change anything about your process, you’re heading down the path of making the same mistakes over and over again. Let this valuable feedback from your customers pave a new path for you. It shows you’re listening, that you care, and that you’re interested in bettering your brand and product. 

When faced with terrible service, many customers may just choose not to continue patronising your establishment. A customer that reaches out to complain is someone who thinks you can do better and is making the effort to let you know that. You should take that seriously and act accordingly. You should thank them. 

After all, if you’re thinking of your customers as expendable, what’s to stop them from treating your brand the same way?

There is an art to responding to complaints and criticism, but your heart also has to be in it.
Customers want brands that genuinely care - and your response here is your best chance to prove that you actually do. 

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Amanda Shiew

The TCS team has had the honour of walking alongside Ms. Barbara Millicent Roberts for over four years now and I don’t think any of us have seen anything close to the kind of outright enthusiasm that is buoying Barbie The Movie - certainly not on anywhere near this scale.

So what gives? What’s all the fuss about? 

I think it’s timing. 

And just a little bit of magic. 

Let me explain. 

When the 2001: A Space Odyssey Barbie teaser trailer dropped at the end of 2022, the murmurings began. But things really skyrocketed when the second one, featuring the Barbies (and Kens) in Barbieland, dropped in April. 

The set? Incredible.

The cast? Stacked.

The dialogue? Hilarious.  

And it only continued to balloon from there. It wasn’t long before fan theories were circulating and everyone was generating their own Barbie posters. It’s no surprise that the memes also just kept coming. 

For as much as COVID has taken from us, I think it has given something in return. The collective trauma we share from living through a global pandemic, missing and losing loved ones, and feeling trapped and helpless has contributed to a larger desire to connect with and heal our inner children.