‘I owe this accomplishment to all the mentors, supportive colleagues, and teams’

The role of a PR & communications professionals has become more critical in today’s dynamic world. e4m PR & Corp Comm 40 Under 40 Awards 2024 celebrate the trailblazers, future leaders, entrepreneurs under the age of 40 who are redefining brand stories, building trust, and driving strategic communications across industries. These winners represent a new generation of professionals who pave a way to lead with purpose, their stories are both a reflection of their individual triumphs and a roadmap for aspiring communicators.

She opens up about what the recognition means to her, the remarkable moments that shaped her journey, a rare, behind-the-scenes look at the mindset, values, strategies that define success in today's communications industry, and the personal and professional lessons she has gathered along the way.

Excerpts:

How do you feel being part of this renowned list of 40 under 40 leaders?

It’s an incredible honour to be recognised among such a dynamic and inspiring group of professionals. Being part of the 40 under 40 is something I will cherish forever and consider one of my successful milestones, as it is a testament to my hard work and dedication. I owe this accomplishment to all the mentors, supportive colleagues, and the teams that pushed boundaries alongside me.

What are the top 3 skills you believe are essential in today’s professional landscape?

I believe the top 3 skills professionals are:

• Adaptability – As brands were forced to rethink their approach, many moved beyond a print-first mindset to comprehensive 360-degree strategies that blend digital, social media and print. This showcases how important it is for communication professionals to remain adaptable, agile and always a few steps ahead in an ever-changing landscape.
• Emotional intelligence – The ability to understand, empathise, and connect with people has become more critical than ever, especially with Gen Z workplace coming in.
• Resilience - As PR professionals, we’re no strangers to receiving urgent media queries late in the evening or jumping into action during a client crisis. In these moments, resilience becomes more than a skill and more of a necessity as we navigate pressure, think strategically, and act swiftly.

What emerging trends or technologies do you believe will shape your industry in the next 5–10 years?

Artificial intelligence is already supporting content creation, though it does not always suggest appropriate content in certain scenarios. I believe we’ll see a significant impact from the continued evolution of AI, especially with the way we lead social media campaigns. However, AI cannot surpass human creativity and efforts in building a meaningful PR approach. AI platforms generate content utilizing information available online, but human intervention is essential to refine and humanize the content, making it relatable to specific topics.

Purpose-driven communication and campaigns will gain momentum, with consumers increasingly relating and preferring brands that has more authenticity and accountability.

How do you define leadership in the modern workplace?

To me, modern leadership is all about leading with empathy and creating a culture rooted in trust and open communication. It’s less about hierarchy, and more about being approachable team player. I truly believe that a great leader not only leads but also lifts others up along the journey.

What are your future plans? What’s one lesson you want to pass on to young professionals?  

Looking ahead, I’m excited to keep learning, growing, and contributing to Allison’s success, while continuing to evolve as a leader. Someday, I hope to be part of an in-house team at a leading travel and hospitality brand.

One key lesson I’d share with young professionals is to stay curious – curiosity fuels creativity, resilience, and growth. Never stop asking questions or seeking new perspectives.