Starting your career over at 30
My life in PR began over a decade ago in Singapore. My career was flying and nothing could get me down. Then, COVID-19 hit and I got unceremoniously dumped by the company I was working for.
I took this as a sign and moved to London in 2020, in the thick of the pandemic, to pursue my Master's degree. A year later, I found myself hunting for a PR job again, but in the unchartered waters of the UK. My head filled with worry as I started to doubt my skills. What if I was really terrible at my job? What if my non-existent network hurts my chances?
Man, imposter syndrome is real. Thankfully, I found my oasis at Full Fat as a Senior Account Manager and I’d like to think that I am smashing it every day.
London vs Singapore…
London’s PR works on such a targeted scale as the city is mammoth compared to the teeny, tiny city-state of Singapore, with a mediascape 1/8 of the size in comparison. The right target audience matters much more. For example, no one living in North London will travel to the other side of the river for a drink. Pitching to UK media has really taught me to zero in on press as it’s the quality that counts. In Singapore, there is only one national paper that hold weight for many clients although most publications cover all city-related stories. People in Singapore are willing to travel an hour to explore a new restaurant or place if it is cool - and as a result clients usually expect to be covered in every single press that counts.
As PRs, it is typical for the PR and media to get to know one another through press events and hostings. The press in both cities operate in the same manner, relationships go a long way, but the press will not cover something they deem newsworthy in any case. The media are inundated with a million press releases and pitches and will only select those that interest them or their readers, the key is to ensure that your pitch/event is compelling enough to cut through the noise and come out on top.
The red outline is the size of Singapore compared to London
Rebuilding your network
Moving countries or sectors is the bane of any PR as the little black book you’ve amassed can suddenly become irrelevant real quick. Being resourceful and putting in the effort to research each pitch and journalist will go a very long way. Before you know it, you’ll be back on track with a new list of journos to call friends!
Credit: Memegenerator.net
Making friends with your team
At Full Fat, I’ve been very blessed to have supportive colleagues that are willing to teach and guide me along the way. A safe space and nurturing environment are essential for any new starter! It’s important to keep an open mind and ask for help. Remember, there’s no such thing as a silly question…but do try to find a solution before you ask.
Highlights…
I’ve been absolutely loving the opportunities to experience exclusive events with the team. London In The Sky was a real highlight, where the team wined and dined while suspended in the air above the O2 Arena. And let's not forget seeing the inner workings of a British independent brewery in Hackney’s largest taproom by The Five Points Brewing Company. Here’s to getting a few festivals under my belt before summer is over…
Challenges…
Without a doubt, navigating the biggest tube and rail strike in history. The sudden influx of logistics I had to undertake with my team to organise cabs (almost non-existent) for a client event is not a memory I relish. This would never occur in Singapore, as we do not have unions strong enough for workers to go on strike! This may shock you, but it is true. It’s a very different (efficient) world in Singapore.
For anyone reading this and thinking of making the leap to another country, sector or region, here are my top tips:
Don’t be afraid of the unknown! Embrace it and you’ll find your way through hard work and research.
Find your support system at work. Don’t be shy to ask questions!
Being tenacious pays off. Always look into several angles to ensure your pitch cuts through the noise.
Be prepared for anything and quick on your feet - each landscape is different and being adaptable will go a long way.
And remember, “it’s PR not ER!”