1. Tell us a little bit about your role — what does a Junior Executive at WOI actually do day-to-day?
– My role is very dynamic, which is probably what I love most about it. Because we work across such a wide range of sectors, no two days ever really look the same. When I first started, my work was more focused on social media support and admin-style tasks, which really helped me build a strong foundation and settle me into the agency. As I’ve developed in the role, I’ve started taking on more responsibility in areas like campaign strategy, media outreach, and pitching. I’m also getting more involved in client comms and brainstorming for new campaigns, which has been really exciting. It’s a role that’s constantly evolving, and I love that I’m learning something new almost every day.
2. What attracted you to PR & communications in the first place? Was it always the plan?
– When I was younger, I was obsessed with makeup and I started my own makeup artistry business at 17. But when I moved to Australia for university, I found the market oversaturated and struggled to grow my business while studying. Through the makeup industry, I became familiar with PR and had worked with beauty brands, and that’s what first opened my eyes to the world of communications. I initially enrolled in a communications degree, but it felt too broad and not creative enough, so after a year, I switched to interior architecture. I loved it, but it was expensive and incredibly demanding, which made it hard to pursue other passions. Eventually, I moved back to Hong Kong, took some time off, and worked while figuring out my next step. A friend who was studying PR online through an Australian university recommended her course, and it just clicked. It gave me the flexibility to stay in Hong Kong, keep working, and build industry experience at the same time. So no, PR wasn’t always the plan, but in hindsight, it made perfect sense given my background in beauty and my interest in creative storytelling.
3. WOI works across such a mix of industries — from beauty and wellness to aviation and lifestyle — how do you switch between them all?
– I’m a list writer. I haven’t always been, but as my role has grown and the workload has increased, it’s become essential. Switching between so many different industries can definitely be a challenge, and I’m still figuring it out, but having detailed to-do lists helps me stay on top of everything and mentally compartmentalise each client and task.
4. What’s something you’ve learned on the job that no university course or textbook could have prepared you for?
– People. Studying online meant I did all my coursework from home, which was convenient, but didn’t give me much exposure to working with others in the industry, whether that be clients, media, influencers, or other practitioners. And in PR, that human element is everything. Even though we work remotely and across time zones at the agency, I’ve learned just how important relationships are in this industry, and how valuable networking is in building both your confidence and your career.
5. PR has a reputation for being fast-paced — what’s your go-to strategy for staying organised (or staying sane)?
– Growing up in Hong Kong, I’ve always been used to fast-paced environments, in fact, I actually prefer them, so adapting to the pace of PR wasn’t too overwhelming. That said, the quick turnarounds can still be a challenge, especially as my workload grows. For me, staying organised really comes down to clear communication. I try to get as much detail as possible upfront, clarify expectations, and ask questions along the way. Sometimes I forget how new I still am to the industry, so I’ve had to remind myself that it’s okay to ask for help when I need it.
6. What’s been your proudest WOI moment so far?
– My proudest moment was definitely securing media coverage for one of our NGO clients in Young Post. It was not only my first piece of coverage, but also the first pitch I ever sent that got a response! Seeing it come to life online felt almost surreal.
7. What’s your favourite type of task or project to work on — writing, pitching, events, strategy?
– The most exciting part for me is definitely pitching. I don’t know if it’s because I’m still fairly new to the industry, or if everyone feels this way, but getting a reply from a journalist still gives me a bit of a thrill. I love researching their past work, understanding the types of stories they cover, and tailoring each pitch specifically to them. That said, my favourite type of task recently has been campaign strategy. I had the chance to help strategise the initial stages of an upcoming campaign, and it was such an exciting experience. I love anything that involves collaboration and creativity, and strategy really brings both together in a way that feels super rewarding.
8. Describe the WOI team culture in three words.
– Supportive, collaborative, and inspiring.
9. What advice would you give to someone just starting out in PR?
– I’d definitely recommend connecting with as many people and agencies in the industry as you can, whether it’s to land an internship, explore future job opportunities, or simply learn more about the work they do and how the industry works. It’s something that’s really helped me gain clarity on where I see my career going and has built my confidence in developing professional relationships. So much of PR is learned on the job, more than any university course can prepare you for, so the more you can immerse yourself in the industry and learn from others, the better.
10. Finally… dream client or brand to work with one day — no limits, shoot your shot.
– I know it’s a bit of a stereotypical answer, but probably a big trending American beauty brand like Glossier or Saie Beauty. Coming from a beauty background, it would be so exciting to work on large-scale experiential events and influencer campaigns for a brand that’s really shaping the industry. Being part of something that creative and culturally relevant would be really fun.
