With years of expertise within the company world and an MBA in entrepreneurship from the College of Louisville, USA to her identify, Grace Zhou took the leap to determine her personal PR consultancy, Raffles PR and by no means appeared again. Right now, Raffles PR has grown to serve purchasers likes of GreaterHeat, Tokenize Xchange, Eurex Change, Deutsche Börse AG, STOXX, Clearstream, SINOPEC, Simpson Marine, Success Assets, Lee Kum Kee, amongst many others. With a confirmed monitor report in main main initiatives, Zhou is aware of the best way to create impactful narratives. Successfully bilingual in each English and Chinese language, Zhou caters to purchasers’ PR wants with dedication and private finesse. Past being “revered as having a nostril for a killing story”, Zhou’s in depth community of worldwide and native media contacts allows her to ship compelling tales that resonate with audiences worldwide. Zhou speaks to LUXUO to debate her achieved profession because the area’s high PR skilled, how she overcame the difficult nature of the PR business and cluing us in to how she meets her consumer’s calls for.

You have been born in China. What introduced you to Singapore and to the thrilling but difficult world of PR? 

I used to be born and raised in Beijing, the place winters are sometimes overcast, and I craved a sunnier local weather. The second I visited Singapore to see my sister and brother-in-law after I was on a vacation right here, I fell in love with the town’s tropical climate. The heat and the chance to make associates from varied components of the world made me really feel at residence, which is why I made a decision to develop into a naturalised Singapore citizen. It was in Singapore that I used to be launched to the dynamic world of PR, all due to my shut good friend and enterprise companion, Danny Chaplin. He was my guiding mild, educating me the ropes of the PR business, and it’s by his mentorship that I’ve the privilege of operating my very own PR enterprise immediately.

Raffles PR has skilled a tremendous progress over the previous years. How would you clarify such progress given the difficult nature of the PR market, particularly in Singapore?

The expansion of Raffles PR lately might be attributed to a number of components. In 2020, I got here throughout an article in The Straits Instances that make clear the vulnerability of PR jobs, particularly throughout the preliminary phases of the COVID-19 pandemic. Whereas this data was initially disheartening, it served as a stark reminder of the difficult panorama throughout the PR business. Nonetheless, when the chance arose to signify corporations in rising and dynamic sectors equivalent to cryptocurrency, NFTs, Web3, and AI, I felt a surge of pleasure and gratitude. The profitable promotion of purchasers in these cutting-edge fields demanded a novel mix of braveness, creativity, and the knowledge accrued by years of expertise. Our staff demonstrated the foresight to enterprise into this uncharted territory and the bravery to wholeheartedly embrace it. Singapore, positioned on the forefront of the digitalization revolution, supplied the perfect backdrop for such a enterprise. As I replicate on this journey, it’s undeniably marked by challenges, however the rewards have been profoundly satisfying.

What abilities have you ever acquired which enable you talk a consumer’s message?

One of many key abilities I’ve acquired that helps me successfully talk a consumer’s message is the power to actively pay attention. Being an excellent listener permits me to grasp the consumer’s objectives, values, and particular message they wish to convey. It additionally allows me to understand the wants and preferences of the media shops we work with, making certain that the message aligns with their pursuits and viewers. Moreover, one other essential talent in a PR company is adaptability. The media panorama is continually evolving, and the power to adapt to new applied sciences, platforms, and developments is significant for profitable message communication. Being adaptable ensures that we will tailor our methods to swimsuit the altering wants of our purchasers and the media

What do you suppose makes a PR marketing campaign profitable?

A profitable PR marketing campaign is characterised by a number of key components. Firstly, a well-defined and clear message is crucial. This message must be tailor-made to resonate with the audience and align with the consumer’s objectives. Secondly, efficient media relations play a essential position. Constructing and nurturing sturdy relationships with journalists, influencers, and media shops be sure that the message is successfully communicated to the proper channels. Lastly, measurement and flexibility are important for achievement. Steady monitoring and evaluation of marketing campaign efficiency enable for changes to be made in real-time, making certain that the marketing campaign stays on monitor and achieves its targets

How do you select angles for a narrative pitch?

Choosing efficient angles for a narrative pitch is essential in PR. Firstly, thorough analysis is crucial. Understanding the consumer’s targets, the audience, and the present media panorama helps determine angles that can resonate. Second, creativity and uniqueness are key. Figuring out a contemporary and charming angle that stands out in a crowded information area is essential to seize media consideration. Lastly, relevance is significant. The chosen angle must be aligned with present occasions, developments, or points, making certain it’s not solely compelling but in addition well timed and relatable to the viewers and the media.

How do you react when a consumer disagrees along with your PR technique?

When a consumer disagrees with our PR technique, I strategy the scenario by initiating a constructive dialogue. I imagine it’s important to delve deeper into the consumer’s perspective, asking questions to realize a complete understanding of their viewpoint and the rationale behind their most popular technique. This open communication permits us to discover their issues, targets, and expectations extra totally. Finally, the intention is to align our efforts, as we each share the widespread aim of reaching profitable PR outcomes. All through my expertise, this collaborative strategy has confirmed efficient in bridging gaps and arriving at a mutually agreeable technique that serves the consumer’s wants whereas staying in keeping with our experience. Ultimately, we’ve at all times managed to achieve an settlement as a result of we share the identical aim. 

What has been your largest PR problem, and the way did you deal with it?

In my PR profession, challenges have been a continuing presence, however I’ve come to see them as alternatives for progress. One of the vital challenges I’ve confronted is sustaining composure and focus within the face of occasional disappointments and obstacles. When confronted with such conditions, I make use of a multi-faceted strategy. Firstly, I flip to my skilled colleagues for recommendation and insights, drawing from their knowledge and views. Moreover, I discover it useful to step again quickly from the problem, permitting myself some emotional distance to realize a contemporary outlook. Once I return to sort out the problem with a renewed mindset, it typically seems much less daunting than earlier than. By way of endurance, perseverance and the assist of my skilled community, I’ve constantly discovered that challenges finally resolve, and I’ve emerged from them with priceless expertise and enhanced resilience.

What has been your proudest achievement whereas main Raffles PR?

My proudest achievement has been my dedication to repeatedly educating myself and staying adaptable in an ever-changing panorama. I’m grateful for the chance to have been among the many early PR professionals in Singapore to work with purchasers within the yachting and marina business. As I’ve continued my journey, I’ve additionally had the privilege of working with purchasers in progressive fields like crypto, blockchain, Web3, and AI, and so on. These experiences have highlighted the significance of staying present with business developments and embracing new alternatives as they come up. 

Have you ever needed to work with a staff to deal with a PR disaster?

Fortunately, we’ve not encountered any PR crises with our purchasers that required rapid disaster administration intervention. We place a powerful emphasis on proactive and preventative PR methods to mitigate potential crises earlier than they escalate. We repeatedly monitor and consider PR campaigns to make sure they align with our purchasers’ targets and keep a constructive public picture. Whereas we haven’t confronted a serious disaster, we stay vigilant and able to reply swiftly ought to the necessity ever come up.

Social media versus conventional media, how key are these two sides of the up to date media scene?  

Social media and conventional media each play key roles within the up to date media scene. Social media gives immediacy, interactivity, and wide-reaching world connectivity, whereas conventional media, equivalent to newspapers, tv, and radio, continues to supply credibility, in-depth reporting, and established viewers belief. The synergy between these two sides is crucial, with every providing distinctive benefits and serving completely different communication wants. Organizations and people ought to strategically use each to successfully attain and have interaction their goal audiences.

You appear to be working with a wholesome variety of Tech and Finance purchasers, why is that?  

Through the years, I’ve been fortunate to work with many consumers within the tech and finance fields. My sturdy curiosity in numbers, which has been with me since faculty days, appears to have drawn me in direction of these sectors, although I majored in literature in college. Serving purchasers in tech and finance sections gives distinctive challenges, and I discover fixing these advanced challenges intellectually stimulating and fulfilling.

What are the particular wants of yachting-related purchasers by way of PR?  

Raffles PR has labored on such yachting purchasers as Simpson Marine and I’ve additionally had expertise engaged on different yachting-related enterprise by my shut affiliation partnering with Danny Chaplin whose PR firm dealt with Boat Asia for a few years operating along with ONE°15 Marina Membership. Yachting-related purchasers have particular PR wants as a result of they’re within the luxurious and unique yacht business. They need their privateness revered and any delicate data stored confidential. Sustaining their good fame is a high precedence, they usually favor media protection in upscale, luxurious shops. Internet hosting occasions, creating interesting content material, and collaborating with influencers are important to showcase their yachts and experiences. Additionally they should be able to handle crises, perceive worldwide markets, and observe the foundations. Being eco-friendly and sustainable is changing into extra necessary these days. Customized PR plans, a powerful on-line presence, and dealing with luxurious manufacturers are additionally important for achievement within the yachting enterprise.

By which course do you see the PR scene evolving in direction of? Any new main challenges forward?  

The PR scene is heading in a digital course with a powerful concentrate on on-line instruments and social media. It’s additionally changing into extra data-driven, with a must measure the impression of PR efforts. Among the new challenges embody addressing faux information and misinformation, staying up to date with fast-paced digital developments, and making certain belief in an setting with a number of conflicting data. So, PR’s future is about utilizing know-how and information, nevertheless it additionally means coping with belief and accuracy challenges.

For those who have been to say one mentor who has influenced you in your life and profession, who would that be? 

I’ve been lucky to have had mentor figures at varied phases of my life and profession, however one one who has had probably the most profound affect on me is my father. His life journey has been marked by resilience and flexibility. Rising up in a well-off household, he confronted sudden monetary adversity as a consequence of political modifications at the moment in China. All through all of it, he maintained his unwavering optimism, by no means giving in to complaints, and at all times holding his head excessive. Even after retirement, he continued to be a lifelong learner. His capability to embrace change with a constructive perspective and a thirst for data has deeply impressed me. I wholeheartedly admire his resilience, and he stays my biggest position mannequin.

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