Pitch or Bitch

A media junket is usually a fully paid trip and invited by the brand for journalists. In return, it is usually “exchanged” or negotiated for a feature story or a page in the newspapers. A PR practitioner is usually the chaperone to these journalists on the trip. Sounds glamorous? A free trip? NO WAY!

As I call myself a PR slave, it is definitely the best description of the job for a media junket! You have to find out journalists’ personal details to book and arrange flights, seat preferences, food allergies and preferences on the plane, make hotel reservations, transport upon arrival, meals to be taken care of every day and night, plan R&R activities etc… Basically, it is like planning your own holiday but for someone else and for work but ensure that everything is well-taken care of! Oh… And did I forget? You may be asked to change return flights at the last minute (extend their trip for leisure) or change rooms (if they don’t like being near the elevator). If they wish to eat something specific that they heard it is good from their friends, you have to try to find it! Or maybe queue for Starbucks for 30mins if they need their caffeine dose. It is a pure nightmare! Maybe the only thing you do not need to do is to carry their luggage…

In the beauty industry, media junkets are getting extremely popular to secure coverage and stories in the magazines. These are more easily negotiated compared to other industries. Beauty journalists enjoy it better too, especially these junkets are usually for new product launches. They get pampered to spa treatments or massages to try the products in a relaxing environment and of course, time for R&R! It is definitely more enjoyable and relaxing.

However, in the tech industry, no mention and no negotiation on how much coverage a brand will receive through media junket. Tech journalists do not have such a good life too! They return to their rooms to file stories almost immediately (thanks to online media) and work long hours to get their stories completed. They are also not pampered and as well taken care of as the lifestyle media. Then again, if it is a trade show, these tech journalists will file stories on other brands too and not only your brand.

I have gone on a couple of media junkets and bringing the tech media was definitely an eye-opener for me. I am quite sure I can take care of them better than other tech brands with half the effort since I came from the lifestyle industry.

http://www.marketing-interactive.com/news/29492

And we wonder WHY?

It is a profession that requires to be contactable for 365 days or even more, if it is possible. We have to please and manage internal as well as external stakeholders. Also, till today, it is not highly recognized in an organization. PR is only deemed important in times of need and in a crisis. It is not valued as an asset to an organization.

Most management would only want to know “Why no coverage?”, “Why is the coverage so small? I want a bigger feature!”, “Why is the competitor featured and not us?”, “Why didn’t you stop this negative story from being published?” Sadly, it shows that PR is only valued or remembered in times of trouble.

On a personal note, I received an award from my global office for “Best Performance” after being in the organization for less than 8 months. However, when I presented to my local management, there was absolutely no reaction. I was sorely disappointed as I put in my best the past few months. It was definitely not a reaction I was expecting as I have seen the management’s response to a Product Manager or Sales Manager when they receive an award.

Anyway, I am going to take it in my stride that I performed better than I expected and it is definitely a personal achievement. Though it is the unhappiest profession, however, I still enjoy what I do. It is all about the passion in PR that drives me now. Also, I have peers who respect me for what I do as the saying goes “Unlike Marketing, not everyone can do PR.”

Do we still need to wonder why PR is the unhappiest profession???

I haven’t exactly posted anything on my new adventure as a PR slave as I was trying to adapt to a different culture and working style in a totally new industry.

Well, after more than six months, I can safely say that the media in my new industry is horridly more difficult than the beauty and lifestyle media. Most people have the impression that beauty and lifestyle are the bitchiest. OMG! They are so wrong! I never had to think so much when I had to pick up the phone to make a call to a beauty media. Now, I have to think and plan what I want to say for days (no kidding!), have sleepless nights, breathe and count to 50 before I pick up the phone to make a miserable call.

These dudes bitch about everything and anything! When they receive PR samples, they bitch. When they don’t, they bitch too. They are a really difficult pissy bunch to please. The worst happened on a late Friday night when one of them didn’t receive their PR sample as my agency’s courier screwed up. It became one big drama on a Friday night. Yes! A Friday night!!!

On the brighter side of things, I am glad to say that I am still learning new things everyday. I guess there are always different people and attitudes in various industries. It is all about adapting to the environment and exploring out of my comfort zone. Also, it is helping to build up my experience in a whole new world and hopefully, it will pay off.

For now, I still miss my beauty and lifestyle media badly. I have to learn to take a different approach now.

I guess I have to think if I want to start my own courier company just for the media or maybe personally deliver PR samples… TSK!

I had the privilege of attending nearly every show at Women’s Fashion Week 2011 and it was definitely a wonderful experience. I know that I would never have the opportunity to get up close or even view any Couture gowns in my lifetime!

With my new journey as a PR slave out of the luxury lifestyle industry, I truly missed attending and being involved in luxury events. Well, it was nice being a glamorous guest for once too!

I took it in my stride as another chance to network and meet new people. In PR, nothing is more important than forming relationships and meeting new people. Strangely, I didn’t meet the media at the event. However, the air was stuffy as it was attended mainly by tai-tais and you bump into almost the same people everyday! Honestly, I wonder if these people really purchased the gowns…

Its outdoor grandeur garden setting, which was extended to the runway, was amazing. The organizers took the effort to recreate four seasons for different show days.

There were some gowns that took my breath away and some that I wish I could wear on a daily basis as work-wear!

I bumped into my ex-colleague while checking out a live visual merchandising to attract shoppers. I left the company before her and we never really kept in touch except through Facebook status updates. I have a lot of ex-colleagues as the beauty industry turnover is unbelievably crazy.

She asked me where I was working now, which is usually a normal question when you bump into ex-colleagues. When I told her the industry I am in now, she gave me a startled look and said: “hmm… are you sure? The products are not as sexy as beauty.” Well, I do agree to a certain extent. The products I deal with are as a flat and dead as a pan now. However, I believe that as a PR professional, my skills are transferable and I take it as a personal challenge to diversify to improve my knowledge and skills. It shows I am adaptable in my resume too.

I have a lot of ex-colleagues who wish to get out of the beauty industry but they are stuck. Some of them are hating it every moment but do not have a choice as their work experience is in beauty. Also, headhunters always look for the same people in the industry. I never understood this as the same people get rotated in the different beauty companies! When I was looking for a job, I had to specify to headhunters that I want to get out from beauty. Not once but many, many times!

Though the industry I am in now is not that exciting to me, I am glad I made that change. If I can make my dead-pan products look and sound sexy, then I think I can make anything or anyone sexy!

I was looking for a new PR adventure and I got my wish granted last week. I have handled many cases of crisis in my years of PR but none so critical. I am glad I survived and added another valuable experience to my portfolio.

PR can be fun and glamorous (only sometimes) but the biggest fear of every PR professional is CRISIS. There are many types of crisis depending on the industry - oil spills (Exxon), skin or drug allergies, customer complaints, product recalls (Pepsi), employee relations, damaging statements, lawsuits and the list goes on… Honestly, anything negative that appears in the media, can be considered a crisis. It only depends on the magnitude.

I learnt it in school and there was a complete module on crisis management, with a plan and procedures which I was taught to follow. In reality, when crisis hits, you have to be clear-headed, think and react quickly as every situation is unique. It is not and never will be a typical case study when s*** hits the ceiling.

As a start, there should be a proper plan (you may not follow it most of the time but it is good to have) and first point of contact in place. Fortunately or unfortunately, as a PR professional, I am always the first point of contact. In smaller organizations, a PR agency may be appointed for crisis management. Trust me… If your management insists on engaging one, please do not decline and insist on acting like a hero or heroine. You will need all the help and support you can get.

Here are some other general tips for crisis 101:

• Inform all relevant involved internal stakeholders - CEO, VP, Legal Department, Product Manager, Sales Manager, Human Resources.
• Communicate. Communicate. Communicate.
• Update. Update. Update.
• Do not lie. Never lie.
• Always be available. The crisis will not disappear but may deepen if you are uncontactable.
• Be alert. Sometimes, a crisis may be brewing. Do not brush issues away as it can turn into something major.
• Do not play the blame game. If customer service screwed up, it is not the right time to yell at them. Work as a team to solve the issue.
• If it involves media and it usually does, then try to speak to the editor to work it out. Our objective is always to “kill” the story!

For me, I guess a glass of champagne would have helped. I will probably be stashing one bottle under my desk very soon!

Unlike Marketing, not everyone can do PR. It takes a person of a certain calibre and maybe personality to excel in PR. Uncertain if you are suitable for this industry? Here are some PR 101 advices that may steer you to the right direction.

1. Learn to write well. Love to write.

With technology, it means typing and forming words into paragraphs. You will be writing press releases, fact sheets, backgrounder, speeches and even emails! This happens everyday. For added inspiration, you may want to invest in some nice stationery. It never fails if you feel that the article you are writing is worth a million bucks!

2. Enjoy reading.

Read newspapers, magazines, blogs, tweets, Facebook updates… You never know what you will find out from these sources! 

Not sure of what to read? Well, a PR practitioner is supposed to read EVERYTHING including financial news, international and local news, lifestyle news and yes… even celebrities’ hot gossip! Of course, you have to read everything that is related to your industry too.

3. Be curious. Be updated.

If you are curious, you will definitely be updated. It pays to be inquisitive.

4. Mindful of appearance. At all times.

Basically, be “put together.” You never know who or where you will bump into someone any day (e.g. last minute meetings). I’m sure you wouldn’t want to be caught in flip-flops grabbing a quick lunch at a cafe by an editor. Enough said.

Always remember: You are the face of the organization. You are representing yourself too.

<I can probably write another article on appearance.>

5. Have a Creative mind.

Be creative in conceptualizing story angles to the media. One angle does not fit all. Also, most editors do not want to share the same story angle as their peers.

Creativity is also needed in producing press kits, organizing events (e.g. themes) and writing press releases.

6. Everything is in the details.

You need a keen eye for details and maybe even being anal about details. Press releases cannot be sent with a single spelling error and then exclaiming: “Oh! I didn’t spot it.” Too bad, your editors will.

7. Gutsy and Thick-skinned.

It is an almost daily task to pick up the phone to speak to an editor. Whether to pitch a story or to find out if they are attending your event. If you are scared of rejection, you will never get your daily tasks done.

There are nice and not-so-nice editors too. You may get yelled at, scolded for calling at the wrong time, receive cold treatment and curt, nasty comments.

If you are in a PR agency, you will meet horrible nasty clients who will yell at you too.

Just take it in your stride.

8. Enjoy socializing.

Attend events, enjoy meeting people, being able to start off a conversation with strangers at events and have an engaging conversation. This is one of the best ways to network. You must be able to engage in “small-talk” to acquaintances you have met once or twice previously too.

Basically, you have to enjoy being a social butterfly.

As a PR slave, I meet a lot of people. It really takes an effort to maintain these relationships and leave a lasting impression.

How do I meet these people? Simple - Attending events and Organizing events. Well, I had to organize a media launch for hair colors. And yes, what else can I do with the numerous hair product launches I have seen and done? With help from my ex-colleague (Let’s call him Mr. Lala), we decided to create desserts inspired by hair colors. That’s how I chanced upon Chef Pang, who has left a lasting impression until today. He is easy-going, extremely creative and open to ideas. For our launch, he created delicious desserts to be savored.

Recently, he opened a new cafe called Antoinette (www.antoinette.com.sg) and because he left such a deep impression on me, I was extremely eager to visit and support his new venture. Also, as a PR slave, I am supposed to know the latest and best places to hold events or for a casual meeting. It pays to be updated and in-the-know!

Antoinette is tucked between a row of run-down shop houses in Lavender. It definitely stands out in the quaint little street. When I entered the cafe, I felt I was in a different world. Everything was in the details - from decor, cutlery to desserts. Lovely! I wish we have more of these cafes…

I will definitely visit again and it will probably be one of my best hide-outs for a nice brunch or tea bitching session with my girlies. Or even a date! Of course, it will be kept in mind for any upcoming PR events too!

In the life of a PR slave, I get invited to events. It can be really fun with the right company or date :)

There are usually photographers at these events who snap shots of celebrities and socialites as post-event coverage. By chance, our pictures as guests are taken and splashed across these magazines or sent out as event pictures in EDMs too, and sometimes circulated to more than 20,000 people.

Recently, a friend commented that a picture I took with a male acquaintance was “a little too close for comfort” as I was leaning against him.

It got me thinking… What is the Best pose for an event picture with a random male acquaintance? Should I stand upright and distant? Shouldn’t a picture tell a story of the event - fun and exciting? However, as the saying goes: “A picture tells a thousand words.”

Maybe I should not take pictures at these events… but it is still indirectly part of my job. Well, I guess I better start finding the “Best pose” for the F1 events this weekend…

It started off as a usual morning routine to meet my SG friend in McDonel cafeteria for breakfast before we head off to our respective classes. The cafeteria was relatively empty as it was considered late. I was having cereal when I first saw the horrific images on CNN. Then, the second plane flew into the next tower. My friend and I were stunned but it didn’t occur to us the severity of the plane crash. Brushing it off, we decided to head back to our rooms to prepare for class.

Once I got into my room, the phone started ringing - “Did you see that?” “Are you ok?” Honestly, I still did not know what had happened. Worst of all, I did not have a television in my room! Yes, that’s when you realize the importance of having a television! I scrambled and went to another friend’s room who had a television. We huddled in shock and saw the tragedy unraveling. We were scared, tensed and helpless. Who did it? Will we (asian students) be attacked too since we are considered minority on campus? Should we book tickets to go home?

My university was one of the few that decided not to cancel classes and wanted students to continue our lives as normal. However, no one could concentrate. Students crowded in front of televisions in every corner in between classes. There was a constant tense feeling on campus for weeks. The tragedy was discussed in every class for the whole semester.

I wanted to head home immediately. Being away from home less than a month for the first time, I was homesick and when this tragedy happened, it made me more determined to drop everything and head home!

10 years later, I am glad I stayed on to accomplish what I was supposed to do. It has changed my life. I would not be doing what I am doing today. I would not have the experiences to share and pursue my passion in PR.

I have formed many friendships after being in the lifestyle industry for many years. The industry is really small so paths will always cross someday. When my stylist friend told me that he had an invite to the first South East Asia H&M preview opening in Singapore, obviously, I leaped at the offer. It was really sweet of him to invite me as I am sure he had many others in line.

We planned to go early  (yes, we are usually glamorously late for events but this is shopping!!!) or let’s say on time, as we found out that they were expecting 1,500 guests to the store opening. That’s really scary to imagine 1,500 crazy shoppers grabbing clothes, lining up for the fitting rooms and making payment.

Since it was a store opening, I had to dress for the event instead of donning comfortable clothes and shoes for a casual shopping spree. True enough, there were enough photographers and videographers to make me dizzy.

The event was quite organized and well planned. There was no fashion show as I believe they knew that no one would pay attention as everyone just wanted to shop! Warm welcoming red carpet greeted us and there were ugly stares and glares from bystanders who probably wondered: “Who are these people who were invited for a preview. I hate them!”

There was free-flow of Moet and canapes. They were extremely generous as the Moet never ran out. (I guess it was a good idea too as you may not know what you are putting into your shopping bag when you are drunk!) It was unlike any other events I attended when the champagne ran out in a hour. Tsk. However, most shoppers were not interested in their canapes as everyone was busy going through the racks. (We have to stay in shape to fit the clothes too, right?) I only helped myself to the Moet and canapes when I was done with my shopping, while waiting for my friend!

It was quite difficult and distracting to shop as there were celebrities, media, socialites. Yup… It was like “shopping with the stars.” Basically, I could not shop like “an unknown” as I would stop or get stopped. Whatever it is, I am a PR professional and I can’t say: “excuse me, I’m in the midst of shopping.” Thank goodness, everyone had the same objective in mind so it was “Hi! How have you been? Bye.” However, after being stopped by a few people, I lost about 45mins in total. But it was a definitely good place to network as almost every media was present.

Personally, I feel that the collection in Singapore is too basic and safe. I wish the buyers would be more adventurous. Work wear - boring and bleah. Party wear - none. Casual wear and accessories - lots. Price point is still competitive and reasonable (Let’s see if Forever21 and Topshop will be able to survive the competition). Staff were extremely polite and ever willing to help. (I wonder if they will be able to keep this up.)

After spending 3 hours in the store, including 30mins in line for fitting room, 30mins to pay, I bought ONE dress. Disappointed? Yes, I was disappointed in myself too. I thought I would buy more too! I guess I will still be visiting H&M in HK and other countries for more variety.

Oh! I have to add that they have an exchange policy for 30days if you bring back the receipt and tag attached to the product. However, I chose to stay in line for the fitting room as I don’t think I will be going back for the next 3 months to jostle with the crazy shopaholics!

And yes… my toes were still swollen like mini sausages the next morning…

Working in the beauty industry does have its perks. One of my best and unforgettable experience is Fashion Festival. My role was extremely stressful (there are no other words to describe it) but it provided a great platform to network - designers, stylists, makeup artists, celebrities and of course, the media!

Another perk is being present Backstage before a fashion show - true live action. I don’t think most people will ever have that experience, which I truly treasure now. There is tremendous teamwork and hard work behind every show, which lasts 10-15mins but weeks or months of preparation (I can go on and on but I shall save it for another post). Hair professionals and makeup artists work closely with designers and show producers. Everyone plays an important role.

I have seen hair and makeup experts working their magic on models. I have seen and touched the outfits that models strut down the runway. I have dressed and undressed models. I have dealt with models and their tantrums too. If I was lucky, I could rub shoulders with international models and designers. Most importantly, how can I ever forget the madness, anxiety and yelling, two minutes before a show?

And always a huge sense of satisfaction, team spirit and accomplishment after every successful show…

Managing a PR event involves being on your feet all day or even a few days.
Though it is always recommended to be in heels, however, we should not torture our poor feet.

Ballerina flats will definitely come in handy and they can look classy!

I love love love these YSL Love Ballerinas…

Yes, it is every girl’s dream to work in a beauty brand. It was never mine and it was by sheer chance (and luck???) that I joined the industry. Well, I guess most girls will smack me for that right now… Never in my wildest imagination that I ever thought I would be working in any beauty brand and even for two major brands!

Girl: Where are you working?

Me: _____ (beauty company)

Girl in awe: Wow!!! You must have lots of products everyday!

My dears, it is time to wake up and smell the roses. The Beauty industry is not as glamorous as it seems. It is Beastly! Don’t envy any of us who has worked in beauty. Trust us when we say it sucks. Low-pay, Long hours, No work-life balance… Basically, no life!

We use the products to try the texture, color, efficiency BUT it is for work - creams, lotions, serums, glosses, foundations, concealers, eyeliners, lipsticks, eye-shadows, shampoos, hair spray… in bottles, tubes, jars, compacts.

We get Breakouts from the long and irregular hours that usually no product can cure except Beauty Sleep. We use lots of concealers to hide our fugly dark circles.

Most importantly, no youthful potion will be able to give you back your youth once you have lost it after slogging night and day in this Brutal industry!

After working in two of the world’s largest beauty companies for a commendable number of years (it is commendable to me!!!), many friends have asked me to write a book to share my experience. Well, I don’t think I can write a book so I shall start off with a blog first.

Finding a suitable title for this blog was challenging as it had to be interesting, fun and captivating. It was supposed to be BBB (guess what it stands for) but it was already taken. However, I guess it was a Blessing as I thought of a more exciting and relevant title “Pitch or Bitch”, which happens almost everyday!

I feel that “B” still has meaningful words associated with it so I shall try my Best to revolve my blog titles around B’ssssss.

Just a short snippet to B’sssss: - Beauty - Brutes - Boys - Bitches - Bitching - Bores - Breakups - Breakouts - Branding - Buzz - Boxers and Briefs!

But I will probably leave out Babies for now…