Public Relations & Communications

Campaigns, media strategy, and communications work shaped by research, audience insight, and clear storytelling.

A campaign developed to encourage Malaysian youths to discover and support local music, using behavioural insights and digital communication strategies.

What I Worked On
Campaign Strategy · Audience Research · Behavioural Insights · Campaign Positioning · Messaging · Social Media Content Concepts

Deliverables
Campaign Strategy Deck · Brand Identity · Messaging Framework · Social Media Content Mockups · Spotify Playlist Strategy · Measurement Framework

A team-developed crisis communications playbook for F&B and hospitality SMEs, combining response frameworks, communication strategies, and ready-to-use templates for operational and reputational crises.

What I Worked On
Business Owner Interviews · Crisis Communication Research · SCCT Analysis · Crisis Response Strategy · Industry Case Study Analysis · Public Response Messaging

Deliverables
Crisis Management Playbook · Interview Insights · Crisis vs. Incident Framework ·  Crisis Response Frameworks · SCCT Response Matrix · Industry Case Studies · Public Statement Template 

A team-developed strategic communications campaign for YTL PowerSeraya, designed to strengthen brand visibility, clarify its corporate narrative, and position the company as a trusted energy leader among working professionals in Singapore.

What I Worked On
Competitor Analysis · Primary Research · Survey Outreach · Communications Gap Analysis · Sub-campaign Development · Campaign Strategy

Deliverables
Strategic Communications Proposal · Competitor Analysis · Primary Research Findings · Subcampaign Strategy · Campaign Prototypes · Client Pitch to YTL PowerSeraya

An individual media engagement strategy developed for a fictional multinational company navigating a senior leadership transition and misinformation, focused on regaining control of the narrative through proactive, transparent media engagement.

What I Worked On
Media Strategy · Media Monitoring · Narrative Management · Tier-1 Media Relations · Press Conference Planning ·  Owned & Shared Media Strategy

Deliverables
Media Engagement Strategy · Press Conference Plan · Journalist Outreach Strategy · Story Angles · Social Media Response Strategy · Measurement Framework

Developed and designed two LinkedIn posts exploring parasocial relationships and graduate anxiety, translating psychological concepts into clear, engaging content for a professional audience.

What I Worked On
Copywriting · Content Development · Mental Health Communications · Accessible Messaging · Visual Content

Internship Workshop Deck

A mental health workshop deck developed in collaboration with the clinical psychologist delivering the session, translating psychological concepts around well-being and burnout into clear, engaging workshop content.

What I Worked On
Workshop Content Development · Mental Health Communications · Research · Clinician Collaboration · Presentation Design · Workshop Facilitation