On the record: Asia PR Werkz's Cho Pei Lin

Strategic. Insightful. And creative - That is the easiest way to describe Asia PR Werkz.On this edition of On the Record, Marketing sits down with Cho Pei Lin, managing director of Asia PR Werkz to find out how she got to the position of authority she holds today.Read more On the record interviews here. Cho comes from a rather interesting background, she tells us. She holds an honours bachelor of Law Degree from the National University of Singapore and was one of the pioneers in introducing Litigation PR to Singapore. Her forte includes providing strategic PR consultancy in public affairs and public education campaign communications, litigation and crisis communications and government relations.What was your first PR gig? Why PR as a career? Why did you decide to start up your own PR firm? After law school, I went on to do pupilage, was called to the bar of Singapore and spent a year doing litigation work in Harry Elias Partnership. There I had the opportunity to work with some of the best in Singapore’s legal field.I resigned from the firm to take a break and contemplate what I should be doing the rest of my life. I had many coffee sessions with close friends and we were discussing about opening cafes, sushi bars and just about anything that could qualify as “entrepreneurship”.A very good friend, Julie Chiang – we went to primary school and secondary school together! – she studied PR and was then working in a PR agency. She said she only knew PR. I did some research online, imported textbooks from Amazon and within months, we started PR Werkz back in 2003. In 2004, we did a joint venture with Asia PR and that was how Asia PR Werkz came about. We continue to work together now in Asia PR Werkz.Biggest challenge in running your own PR agency? The biggest challenge was to remain an independent agency and yet find a way for the agency to have continuity without the founders. We thought a lot about that and spoke with many people who had management experience. We found our own model and are proud that today, all our account directors are also shareholders of the agency. And shareholders can step back and stop working fulltime with the agency, and yet never really leave the agency. The agency is not simply dependent only on one or two key personnel.[gallery link="file" ids="117482,117489"]How did you get your first team together? (share pics)When we started, it was just Julie and myself. We did everything from photocopying to drafting and were at every media interview and meeting. Back then, we still had to fax media invites over to every newsroom. Standing there and keying in fax numbers, then calling and praying someone will pick up your fax…Describe your management style?There is a Chinese term “用人不疑, 疑人不用” – it means to trust the people who work for you. I choose to trust my team, teach them everything I know and learn from them everything they can teach me. If you want to give someone an opportunity to take charge, let go and let them truly take charge. But the door is always open for discussion and consultation. [gallery link="file" ids="117486,117487"] What would you consider your one big break?When we won our first government tender for National Family Week back in 2004. It was the first time we ran a nationwide campaign. We are proud that it has been more than 10 years and we continue to hold the account for what is now known as Family for Life Celebrations.Who was the mentor who most influenced you and why? (share pics)Julie Chiang. She taught me everything she knew about PR. Julie and I went to primary school and secondary school together. We were schoolmates and joined the same CCA – The Girls’ Brigade. She is the reason why I did a career switch to PR. She’s currently also a director with Asia PR Werkz.One thing you would say to a newbie in the PR industry?There is just too much talk about “finding your passion”. Passion is not a noun...Passion is a verb. I love my work, but it has nothing to do with figuring out at an early age that I was meant to be a coms professional.There’s nothing special about my choosing this particular path. What mattered is what I did after I made my choice.Passion is not something you follow. It’s something that will follow you as you put in the hard work to become valuable to the world. I loved legal practice, and when I was a lawyer, I loved my work too. Passion is really about the attitude one brings along to everything that one is involved in.Be passionate in your work. Be passionate at home. Be passionate with your friends.Your biggest blunder in your career? How did you resolve it?There were a lot of falls and bruises along the way, and I continue to fall and bruise.One I remember clearly is forgetting to enter the government online portal to submit a proposal prepared by my colleagues. As a result of the strict government timelines, we missed the deadline and were not eligible for the tender. It was a terrible oversight on my part and although my colleagues were kind and forgiving, it was much harder for me to forgive myself.Harshest thing said to you in your career? Harshest thing you have said to someone?I learn that in life, sometimes, it does us good not to have too much of a memory. I don’t remember anything that qualifies as “harshest thing” said to me. I am pretty sure I have been harsh to many who worked with me. I am known for being straightforward when it comes to work. To all these people, don’t take it to heart. It’s all in a day’s work.What is the hardest part about your job?Explaining my job. A candidate once came for an interview and tried to convince me that she is most suited for the job, because PR is all about smiling…and she can loved smiling. After so many years, my grandmother continues to ask me: “What exactly do you work as?”How has PR evolved over the last five years?Organisations and top management are putting a lot more resources to managing public relations. In the last five years, we’ve also started to find ways to effectively harness the online world to connect better with stakeholders.How do you measure your own personal success?Two things I learnt from my primary school days, which stayed with me my entire life: that only busy folks can be bright and true and gay; and that one is only blessed if one can be a blessing.So I keep myself very busy and try very hard to bless those around me. By these standards, I am very successful and I am contented.How do you measure the success of the agency?Next year, we celebrate Asia PR Werkz’s 20th anniversary. Our biggest success is being able to retain clients over the years, clients who decide year after year that they want to continue to trust us and have us as part of their team.Our success is due to the people who worked with us, our colleagues past and present. We are also grateful to business partners and media friends. All who have been kind and gracious to us. [gallery link="file" ids="117485,117483"]