Her World Singapore – September 2019

84 HERWORLD SEPT 2019

TO KNOW

B

Readaninterestingor

informativebeautystory

lately?Foundaproduct

that’sexactlywhatyouneed?

Orhappeneduponabuzzing

launchparty?There’sagood

chancethatpublicrelations

firmThePRPeoplewas

behindit.

Thebrainchildofformer

beautyeditorDianaOng,42,

thecompanyhascarvedout

areputationoverthepast

10 yearsasthego-topeople

forbeautybrandslooking

toestablishthemselvesina

crowdedmarket.Thefirm

handlespublicrelationsfor

morethan 50 labels,suchas

internationalchainSephora,

andculthitsDrunkElephant

andSundayRiley.Past

patronsincludeParfums

ChristianDior,Robinsons,

SkinIncandSpaEsprit.

Ongsays:“Isawtherewas

agapinhowPRagenciesand

brandspitchedtheirstories

andwhatjournalistsrequired.

IthoughtIcouldusemyskills

toclosethisgapandassistthe

mediaincraftinggreatstories

thatwouldbenefitreaders

andbrands.”

Withthechangingways

ofmediaconsumption,Ong

sayssheandherteamhave

hadtoadapt.Thismeans

learninghowtoworkwith

contentcreatorsviasocial

mediaandcomingupwith

PRsolutionsthatworkacross

print,digitalandsocialmedia.

“PRismuchmorethan

justsendingoutacutemedia

kit.It’saboutconstant

pitching,tellinggoodstories

andlookingforopportunities

thatcanhelpdrivesalesfora

brand,”shesays.“Ultimately,

everybrandneedstosellits

products.Butifwecanalso

helpconsumersdiscover

greatproductsthrough

ourefforts,thenwehave

accomplishedgoodwork.”

“PR is much

more than

just sending

out a cute

media kit.

It’s about

constant

pitching,

telling good

stories and

looking for

opportunities

that can help

drive sales

for a brand.”

THE PUBLICITY

MAESTRO

DIANA ONG

FOUNDER OF

THE PR PEOPLE

PHOTOGRAPHY

FRENCHESCAR LIM

OUTFIT

SANDRO