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On the Record: MSL Group’s Miuson Chi

On the Record: MSL Group’s Miuson Chi

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With the belief in nurturing a culture where creativity can thrive, Miuson Chi (pictured), general manager, MSL Group, said he actively looks to promotes transparency and fosters independent decision-making amongst his team.

While there is a misconception that the PR industry is all about celebrity hobnobbing, Chi said public relations is not just a "cookie-cutter" job. It is a satisfying profession that requires strategic thinking, creativity, and a deep understanding of both the client and the audience.

Find out more about Chi's journey in public relations thus far and who inspires him. 

MARKETING-INTERACTIVE: Describe your management style

I'd describe my management style as one with "freedom and responsiblity". I believe in nurturing a culture where creativity can thrive. As a team lead, my role is more about inspiring than instructing. I foster decision-making among team members and promote transparency. The goal is to cultivate a deep sense of care for our team and our clients, driving us to do our best work.

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MARKETING-INTERACTIVE:  What was your first PR gig?

My journey into the world of public relations began in an unconventional setting - a high school drama production.

I was serving not only as the producer, but also as the president of the drama club. Unexpectedly, I found myself donning another hat - that of a PR liaison. I was tasked with the responsibility of coordinating with broadcasters for interviews about our show. Juggling these roles had me on edge, filled with anticipation and nerves.

Yet it also served as an invaluable and formative introduction to the world of PR. This experience laid the groundwork for my interest and subsequent career in public relations. What fascinated me most was the interaction with journalists. 

Understanding their perspective, the questions they posed, and how their inquiries shaped the narrative was a captivating process. It was during these interactions that I realised how much I enjoyed connecting with people, understanding their stories, and helping them express those stories to the wider world.

MARKETING-INTERACTIVE: Why a career in PR?

Choosing a career in PR was a natural progression for me. This decision was largely inspired by a strong interest in working with people, something I developed during my college years in the states.

I was fascinated by the idea of understanding people, their stories, and their perspectives, and sharing these narratives with a wider audience. This interest deepened during my college years, where I sought to understand the field of PR more comprehensively.

Of course, I was aware that real-world PR is far from the glamorous scenes portrayed in TV dramas.

Yet, I was drawn in by the nature of the work. Being in PR means we're at the heart of storytelling, playing a key role in shaping and sharing people's perspectives. We connect with others, collaborate, and deliver messages that resonate with diverse audiences.

If you're not genuinely interested in people, PR might not be the field for you. But for me, it's this very aspect of human connection that makes PR not just a job, but a passion.

The opportunity to interact with a variety of individuals, understand their viewpoints, and help them express their stories is what makes this field truly fascinating for me.

MARKETING-INTERACTIVE: Who was the mentor who most influenced you and why?

My first boss at a California startup was my greatest mentor. An American-born Taiwanese, she taught me the art of working with individuals from diverse backgrounds, imparting agility and adaptability - essential traits in our line of work.

MARKETING-INTERACTIVE: Your biggest blunder in your career? How did you resolve it?

My biggest blunder in my career was falling into the 'Yes Man' trap.

I've always had a natural tendency to please others and make everyone happy, often at the expense of my own capacity. This tendency led me to take on more than I could handle, without asserting my own limitations. This, unfortunately, resulted in burnout and ultimately led to my departure from that particular job. It led to a burnout and an unfortunate parting from that job.

But, I learned a valuable lesson: to speak up for myself and maintain my individuality.

MARKETING-INTERACTIVE: Harshest thing said to you in your career?

While I firmly believe in the power of sleep to erase negativity and don't retain any specific harsh words, I've certainly encountered challenging moments in my career. Everyone has their own unique style of working and, at times, it can be tense dealing with certain individuals, especially when emotions run high.

Rather than focusing on the harshness of words, I've chosen to view these instances as opportunities for growth and self-improvement.

One key lesson I've learned is the importance of thinking several steps in advance and proactively addressing potential concerns. By ensuring all possible issues are considered ahead of time, I've found that I can prevent some tensions and misunderstandings before they escalate.

I'm certain that all these experiences, challenging as they may have been, have significantly contributed to my personal and professional growth.

MARKETING-INTERACTIVE: Harshest thing you have said to someone?

In my role as a team lead, it's necessary at times to provide constructive feedback, identifying areas where team members can improve. However, I strive to be honest and constructive, not harsh. My goal is to promote growth and improvement, not to cause hurt or embarrassment.

There's a fine line between being honest and being harsh.

I make every effort to stay on the right side of that divide. I believe that even when the truth is difficult, delivering it in a respectful and supportive manner can open the door for growth and positive change.

MARKETING-INTERACTIVE: What is the hardest part about your job?

One of the most challenging aspects of my job in public relations is the constant race against time. In our fast-paced, always-on digital world, news and trends move quickly. Staying ahead of the curve, anticipating client needs, and responding in a timely manner can often feel like a high-stakes race.

This involves not only managing my time effectively but also being able to make quick decisions under pressure. It's about juggling client deadlines, media requests, team coordination, and crisis management, often all at once.

Moreover, being in PR means we're often dealing with issues that have immediate and significant impact. The need for speed can sometimes be at odds with the need for careful, thoughtful communication. Balancing these requirements, ensuring accuracy and thoughtfulness while keeping pace with the rapid speed of information, is often the most challenging part of my job.

But despite the pressures, it's also what makes the job thrilling and rewarding. There's a sense of accomplishment in successfully navigating these challenges, and it keeps me constantly learning and growing.

MARKETING-INTERACTIVE: Biggest misconception about PR?

One of the biggest misconceptions about PR is that it's all about celebrity hobnobbing or schmoozing at cocktail parties. While networking can be a part of the job, PR is fundamentally about strategic storytelling. It involves shaping perceptions, influencing audiences, and gatekeeping the narrative, tone, and manner of communication.

In reality, PR is a complex and multifaceted field that intersects with various communication practices including advertising, creative, digital, event activations, etc.

Our role involves telling stories in diverse ways, tailored to different audiences, and ensuring these narratives are not only engaging but also consistent with the brand's identity and goals.

Moreover, with the rise of digital media and the constant flow of information, the role of PR professionals has become even more critical. We are often the ones who ensure that the narrative remains focused and consistent, even amidst the rapid pace of news and trends.

So, PR is more than just a 'cookie-cutter' job. It's a challenging yet satisfying profession that requires strategic thinking, creativity, and a deep understanding of both the client and the audience.

MARKETING-INTERACTIVE: How do you measure your own personal success?

To me, success is not a static endpoint but a continuous journey of learning and self-improvement.

I gauge my personal success by the extent to which I am growing, both professionally and personally, on a daily basis.

A significant part of this growth comes from my exposure to the cross-practice model within Publicis Groupe. Engaging with various disciplines and perspectives within the organisation has provided me with a broader understanding of the communications landscape. It has also allowed me to adapt, evolve, and implement diverse strategies in my PR practice.

So, if I am gaining new insights, acquiring new skills, and constantly pushing my boundaries, I consider that a success. It's not about reaching a particular position or attaining specific material goals. Instead, it's about the journey – the experiences I gather, the knowledge I gain, and the ways in which I evolve – that truly defines my personal success.

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MARKETING-INTERACTIVE: One thing you would say to a newbie in the PR industry?

Welcome to the dynamic and ever-evolving world of communications! As you embark on this exciting journey, remember this key piece of advice: PR is not just about "me," it's very much about "you" – the client, the audience, and the stakeholders we work with.

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As PR professionals, our primary role is to understand and advocate for others' viewpoints. This involves stepping into the shoes of our clients to comprehend their objectives and concerns. It means looking at the world from the audience's perspective to craft messages that resonate and influence. It requires us to navigate the interests of multiple stakeholders to build meaningful relationships and consensus.

Learning to see things from others' perspectives is an invaluable skill in this industry. It enables us to create strategic, empathetic, and effective communications campaigns.

So remember, as you navigate your way through the PR industry, always try to view situations from different angles and consider the perspectives of all involved parties. This approach will not only make you a more effective PR professional but will also enrich your understanding of people and the world around you.

MARKETING-INTERACTIVE: One thing you hate most about the PR industry?

One of the most disheartening aspects of the PR industry is when clients undervalue our work, reducing us to mere numbers - the amount of coverage achieved or the media values generated. PR is a lot more than these quantifiable metrics. It's about strategic storytelling, shaping perceptions, building and maintaining relationships, and managing crises - all of which are hard to measure but essential for a brand's reputation and success.

This undervaluing of PR not only affects the way we budget resources, making tasks more challenging at the operational level, but it also undermines the overall industry. PR professionals bring a unique set of skills and expertise that contribute significantly to a brand's success, and this value needs to be recognised.

It's an issue that we, as an industry, need to address.

We need to better communicate the value and impact of our work, beyond the easily quantifiable metrics.

We need to educate clients on the strategic role of PR in their overall marketing mix. And we need to advocate for fair resource allocation that reflects the true value of our work.

While this is a challenge, it's also an opportunity for us to step up, make our case, and strengthen the industry for every PR professional within it. It's an ongoing journey, but one that's definitely worth taking.

MARKETING-INTERACTIVE: Have you ever wanted to try starting up your own PR firm? Why/Why not?

Not at this point. I appreciate the diverse exposure and resources I get working within the Publicis Groupe.

MARKETING-INTERACTIVE: How has PR evolved over the last five years?

Over the past years, PR has evolved significantly, becoming a more holistic and integrated discipline. It's no longer just about crafting and distributing press releases or managing media relations.

In today's digital age, with social media and online platforms playing a huge role in our lives, PR professionals have to navigate a complex landscape of traditional and new media, influencers, and direct audience engagement.

The sources of influence have shifted and expanded. Beyond traditional media outlets, we now work with bloggers, vloggers, social media influencers, and even our clients' own direct channels to reach audiences. This requires a new set of skills and a broader understanding of the communications landscape.

Moreover, PR is not just about disseminating information; it's about engaging audiences in a two-way conversation. We have a role in listening and responding to public sentiment, managing online reputations, and engaging in real-time dialogue with audiences.

But amidst these changes, the core of PR remains the same: strategic storytelling.

Our job is to craft compelling narratives that resonate with audiences and shape perceptions. In the digital age, this often means creating content that is not only informative but also engaging and shareable.

Looking forward, I believe PR will continue to be a key player in communications. The ability to manage narratives and engage audiences across diverse platforms and channels will remain a crucial part of any brand's communication strategy. As PR professionals, it's vital that we stay on top of these trends, keep evolving our skills, and continue to find exciting and effective ways to connect with audiences.

Related articles:

On the Record: RSVP Communications' Celine Cheung
On the Record: Golin Hong Kong’s Carol Yeung
On the Record: RFI Asia’s David Ko

 

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