Meet The 2006 Finalists
In 2006, students had to flex their creative muscles as well as think strategically and analytically to create a PR campaign for an imaginary brand called “Go”.
A wide range of entries were received from students in Singapore, Hong Kong, Australia, New Zealand and the Philippines from which it was narrowed down to five finalists. These finalists then had to present their campaign to the judging panel as well as respond to a mock crisis scenario.
Following the second round of judging, one winner and one runner up were chosen:
WINNER: Melanie Perkins, The University of Western Australia
 |
My Communications lecturer promoted the award in class and I was immediately
interested, as it encouraged creativity, looked like an interesting project and offered very attractive prizes! Providing a hands-on insight into PR, I hoped the competition would give me direction in my career path, or at least disclose if I enjoyed PR.
Aided by text-books and numerous late-night brainstorms, the written component of the campaign slowly came together. It was time-consuming, from the brainstorming and research components, to the write-up and document presentation. However, once completed I could not believe how enjoyable I found the campaign and the amount I learnt about PR in such a short time.
I did not think I was in with a very good chance for the top two, as I am not directly studying PR and am in the second year of my degree (with two to go). So I was absolutely shocked (and excited!) by the outcome.
With a great accolade on our resumes, a new support network, recognition from the awards night and the immense acquisition of PR knowledge, I still cannot believe the doors that have opened up as a result of the competition.
To find out more about Melanie’s experience, click here.
| RUNNER UP: Tabatha Mei Yan Maitland, Singapore Management University |
 |
 When my school publicized the Asia Pacific Student of the Year Award, I knew immediately that it was something I wanted to try my hand at. We were tasked with creating a campaign for the launch of a designer sportswear label, and this was something I could relate to personally. Another thing that really appealed to me was the “sky’s the limit” approach which seemed to be encouraged, allowing me to plan a campaign that grew and gathered force as I developed it.
Although I was thrilled by the opportunity I saw in the campaign, I was not without my reservations, because nothing in my academic career as a psychology major had prepared me to handle a large scale PR project. In fact, until then I had always thought of PR as a highly exclusive career built purely on charisma and the force of an individual’s personality.
Fortunately, as I found out, there was no ‘secret formula’ given only to the initiated, instead, designing a PR campaign is about sending out messages, and matching the right message to the right listener. The more I learnt about PR, the more I found myself envisioning a career in this vibrant and dynamic industry. I was thoroughly enraptured by the challenges which I foresaw as well as the flexibility and creativity demanded by the job.
To find out more about Melanie’s experience, click here.
| FINALIST: Joel Fu Jijin, Singapore Management University |
|
 I was elated to learn that my proposal had been selected as one of the top five in the whole of Asia Pacific and I won a paid-for trip to the annual Asia Pacific PR Awards ceremony in Hong Kong!
Considered the most prestigious regional event in the industry, business professionals throughout Asia Pacific gather there to exchange ideas, network and most importantly receive peer recognition for their achievements over the past year. For me, it was a once in a lifetime opportunity to meet with other key business leaders from around the world and to be immersed in an internationally enriching learning environment.
Coming from a finance background, I had to quickly overcome the growing pains in terms of learning to think and speak sensibly like a PR professional.
Approaching the proposal was equally challenging. I decided to approach it by starting with the given consumer profile. I did surveys and spoke to friends that fitted the demographic to understand their psychographics and lifestyle patterns.
Little did I know that a small opportunity that I grasped with both hands would turn out to be one of the most exciting moments of my undergraduate life.
To find out more about Joel’s experience, click here.
| FINALIST: Muhammad Riesal Bin Mohd Idries, National University of Singapore |
|
Upon receiving the news that I was one of the top five finalists in the Asia Pacific Student of the Year Award sponsored by Weber Shandwick, I was completely lost for words. It was such an honor to be able to represent my university, National University of Singapore.
The visit to Weber Shandwick’s office in Hong Kong was a good learning experience in itself; a real eye-opener to see how a large, established public relations agency operates. The sheer number of working cubicles in the office made me think. Before the visit to the office, it had not occurred to me that a large public relations agency would have so many people.
Later that evening we attended the award ceremony where many glamorous people gathered, dressed in their best. The atmosphere was a mix of anticipation for the award announcements to come, and joy where old colleagues and contacts were meeting again.
The Asia Pacific PR Student of the Year Award has not only opened my eyes to the greater public relations industry, but it has also provided me with the opportunity to make new friends with the other finalists. Learning about their countries and cultures was particularly interesting.
It’s no secret; this award has certainly made me more determined and inspired to continue to pursue a career in the public relations industry.
To find out more about Riesal’s experience, click here.
| FINALIST: Emily Leung, University of Hong Kong |
|
Fascinated with the Public Relations industry, I was so excited when I found out about the Asia Pacific PR Student of the Year 2006 in Media Magazine. Without hesitation, I filled in the entry form and started brainstorming about what I could contribute to the “Go" brand.
Researching for days and nights, I was more than happy to submit my long awaited proposal. “Am I dreaming?” I asked myself in late September. I was so thrilled when I was selected to be one of the top five finalists; I thought that I was the luckiest person in the world. I would now be able to put my idea into practice and present it to some of the most renowned PR professionals in the region.
I went to the Weber Shandwick office in Hong Kong and presented my idea to the judges via teleconference. I was so touched by the hospitality extended to me.
The award presentation ceremony was the biggest event I’ve ever experienced in my life. This was not only an award presentation ceremony but also a networking experience where PR professionals from all over the region gather together and exchange perspectives. I was so happy that I could learn from them and hear their success stories and philosophy. I was also inspired by the creative and innovative strategies of the winning campaigns.
To find out more about Emily's experience, click here. |
