INTERVIEW: Ogilvy Digital Strategists

Being able to learn from people who have been there, done that is a privilege.

Today, we are really lucky to have Tania Chew and  Patricia Law, digital strategists on the 360 Digital Influence team at Ogilvy Public Relations Singapore to share with us their experience in the scene.

1. Hey Pat & Tania, just for a start.. (and for the curious peeps out there) what exactly do you do in Ogilvy?

Pat and I are part of the 360 Digital Influence consulting team that sits within Ogilvy Public Relations. If PR = Public Relations, then Digital Influence is about “people relations”. It might sound similar but I like to think that we approach communications differently, with a focus on the customer first and conveying information in an open, transparent manner that helps drive word-of-mouth.

I think it’s back to basics really, because in the digital age, power has shifted back to the consumer and brands simply need to recognize this and reach out in realspeak. And yes, that does mean that we get to tweet, blog and Facebook daily as part of our job 🙂

Influence marketing focused predominantly in the digital space. I use the term digital as opposed to social media because the latter suggest that it is an inventory of which can be sold like traditional media does with advertising space. The notion of selling conversations by influencers for their readers is absurd if not arrogant.

“And yes, that does mean that we get to tweet, blog and Facebook daily as part of our job.”

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2. Qualities/habits of a good PR rep?

Any PR person worth their salt (in my book anyway), is first and foremost an excellent listener. Too many folks these days get caught up in talking first (and talking a lot) and don’t really pay close attention to what the problem really is. Or they’re too eager jumping when a client says “jump” to take a step back and question what is being asked and why.

Anyone can learn to write a standard press release, organize a media briefing and churn out media monitoring reports but a solid communicator has an innate knack for taking in a situation, reading beyond what’s being said and coming up with a big idea or counsel that delivers real value to the brand and its audiences.

“The most important quality anyone can have, regardless of profession, is Respect.”

3. What is the most kick ass campaign you have done in Ogilvy?

4. What are the differences between offline PR and digital PR? Tips please!

“Online PR” is merely an extension of what we already know and are doing as communicators in a once-offline space.“

5. It is often said that westerners are more open to social sites than the east. What do you say?

6. Know of any WOW Social media campaigns in Asia/Singapore? (hope there’s an answer to this!)

7. What would you tell people using social media for their business?

It’s like marriage – if you’re not ready for the commitment, don’t say “I do”.

8. Lastly, we want to know what social media means to you in 140 characters!