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Life of a Digital PR Specialist at Orange Line

After completing an internship in finance, Jia Yoong Lee (a.k.a. JY)  found her true calling working in a consulting role for a hospitality brand taking care of their branding, social media and PR. JY says she really found her stride in PR, but wanted a role that would launch her to the forefront of the industry. She set her sights on a digital role and Orange Line welcomed her efficient organisation, networking and communication skills for the role of digital PR specialist.

Over the past 2 years at Orange Line JY has become known for her dogged determination, critical attention to detail and for always having her finger on the fast-beating pulse of social media. We sat down with JY to find out more about what it means to be a digital PR specialist, what makes her tick and any advice she has for aspiring digital professionals.

Tell us a little bit about what you do as a Digital PR Specialist

‘I help clients connect with targeted audiences and increase brand awareness by developing and executing creative PR strategies,’ explains JY. What excites her most about working at Orange Line is that the programs of content that are developed are unique in the way they utilise insight from companies in order to provide significant SEO value to the client.

Every day is different at Orange Line, but for JY her work revolves around developing and maintaining relationships with clients, influencers, brand ambassadors and industry experts. ‘I’m responsible for studying the client’s business to create PR and content strategy through to implementation of curating authentic stories that resonate with a highly targeted audience.’

JY has enjoyed learning as her role has expanded; she regularly contributes to pitches for client projects, is involved in SEO reporting and even contributes to business development.

What are some of the highs and lows of your role

‘I love that no two days are the same in the PR world; it keeps things exciting as there are always new mountains to climb and challenges to conquer. Every campaign we run requires hours of blood, sweat and tears, so it feels amazing when you see it come to life with results that exceed the client’s expectations. But ultimately, it’s working with a team of equally passionate individuals who are not only like-minded but talented in their respective fields. Talent breeds talent and I learn a lot from the people I work with every day.

‘As for the lows, for me it’s definitely when I face a creative block. It doesn’t happen often but when it does, it’s frustrating.’

Do you have any tips for aspiring PR Specialists?

‘I have three tips for any aspiring PR Specialists:

  1. God is in the details so make it your business to know who’s who, always dot your ‘i’s and cross your ‘t’s.
  2. If you fail to plan, you plan to fail. Your skill set should include organisation and delegation to deal with the never-ending emails, the million and one tasks and strict deadlines.
  3. Experience is the best teacher. While University degrees are great for giving you background knowledge, it can only take you so far and nothing prepares you better than real-world experience in the fast-paced agency environment. If this is your desired career path, consider an internship first to understand what you’re in for.’

If you could tell your 20-year-old self something what would it be?

‘Don’t be afraid to make mistakes AND don’t make the same mistake twice.’