Christine Lim Senior Account Executive Can you tell us about your role and what a typical day at work is like for you? In my role as Senior Account Executive on Accela’s PR team, a typical workday starts with a round of media monitoring to find out more about the news and trends of...
Senior Account Executive
Can you tell us about your role and what a typical day at work is like for you?
In my role as Senior Account Executive on Accela’s PR team, a typical workday starts with a round of media monitoring to find out more about the news and trends of the day, before setting the priorities for the day. Afternoons are spent on drafting press releases or crafting pitches and ideas. While we had a bit of a quieter period during Singapore’s circuit breaker, I’ve also been focusing on creating content for Accela’s blog and Instagram pages. Before Accela I was with network agency Ruder Finn Asia as an Account Executive. I worked largely with corporate and hospitality clients which included DBS Innovation Group, Indosuez Wealth Management, Fiserv, Forbes Travel Guide and Pan Pacific Hotels Group. My responsibilities included drafting pitch notes and internal communications articles, pitching to business and trade media, acting as media liaisons for launch and activation events and contributing ideas to PR strategies, amongst others.
Did you know all your life you wanted to be in PR?
Not always – it was more of a chance experience. PR was something I discovered during an internship I did, and I found it quite exciting! After graduating with a major in Political Science, I decided to join a PR firm and it is something I enjoy doing on a day-to-day basis.
What’s been your greatest achievement at work so far?
I’ve recently secured a radio interview for one of our clients at CNA938, and another with Money FM in the pipeline. I’ve also been reaching out to regional KOLs for collaboration and secured a few opportunities for our hospitality client. Our team also recently secured quite a few exciting new clients, so I look forward to seeing the team continue to grow!
What do you like about working at Accela?
I like that everyone in the team brings a certain skillset and there’s always something to learn from everyone. I think this is evident in our recent ‘Drink Talk Learn’ program we’ve been having every Friday over Zoom, and how everyone has been super positive during my first few months here.
What would you say truly differentiates Accela from the many competitive choices?
The fact that Accela delivers successful results to clients. The team takes time to understand the needs of clients, provide counsel and ideas, and is there every step of the way. Because Accela is specialized in the hospitality and F&B sector, we’re able to share trends in the industry, connect with the same pool of media and trade knowledge across clients. Another plus is that Accela delivers very visual coverage reports, which is always good when presenting to upper management.
What do you see in the future for the PR industry?
I think the PR industry will continue to be more digitalized. We’re already using different tools to automate different processes, from the dissemination of press releases to the tracking of coverage and share of voice, which we use when creating strategies for our clients. We’ve also seen firms increasingly integrate digital capabilities as clients request for more data when they roll out a new campaign or initiative.
Of course, embracing the digital revolution does not mean replacing PR practitioners. Rather, the data will only be as good as the practitioner who can utilize it, and this is where we come in to come up with creative and innovation strategies to better meet the objectives of clients.
What’s the best piece of advice you’ve ever been given for your career?
To always give your best at everything.
What’s your favorite cocktail?
I have a sweet tooth, so I usually go with a sweet Martini or some Baileys if I’m craving something rich and creamy.
What’s the most memorable meal you’ve ever had?
This definitely has to be the Pasta with Sea Fruits at the Comme Chez Soi in Budapest, Hungary. The seafood was fresh, the portion was huge, and it tasted especially good after days of having bread and pizza on the last leg of my travel.
Where did you take your favorite trip?
I personally fancied Europe a lot – Iceland to see the Aurora Borealis and the vast ice sheets in winter and Croatia for its city-town in summer!
What’s on your bucket list in terms of drinks, foods to try and places to visit?
It varies depending on when you ask me but watching an episode of “Somebody Feed Phil” on Netflix convinced me that I have to visit New York before I turn 30.