So often in Public Relations, the expectation is that we take a client, then pitch their story to the media. It’s generally how it works, but it’s not always that was. Sometimes, the media come to us!
Part of the symbiotic relationship with journalists and editors, many who become personal friends in this industry, is when they have a story idea, but need a client to make it flourish. In many cases, for us as PR people, that may not be an actual client, but someone within our broader network of friends and contacts. Someone who fits the bill, would greatly value some prized publicity; ultimately connecting people together. Paid or not, its just part of the process.
When one of our favourite writers talked with us about a Chinese New Year story she wanted to do a few years back, we didn’t have clients in the Chinese F&B sector at the time. But, a personal friend, Chef Dave Looi, was expanding his empire, having recently set-up shop in Kuala Lumpur; so we simply joined the dots.
It became a lot of fun for us though – we needed a photo opportunity. We needed rent-a-crowd. And yep, that became the Orchan team. We headed along, not only to help facilitate the interview, but to enjoy lunch and catch up with both writer and Chef, and unwittingly became part of a ten (10) minute ‘yee sang’ experience – as we kept raising the chopsticks of sticky goodness as high as possible, whilst our writer friend took oodles of photographs until she got the perfect shot. And what a great shot it was, and what a great story it became – tracing the concerns and hopes of restauranteurs in the Chinese F&B line as a new Chinese New Year emerged.
For Orchan, it was a great lunch out; great company of friends, some excellent food (the spicy was superb), and it was a chance for us to help a writer who has always been there supporting our stories as they come along. A little bit of give and take is always a good thing!
An academic at heart, Craig abandoned educating graduates-to-be, only to find himself coaching entrepreneurs instead. Passionate, competent and dedicated at his career as a business consultant, Craig is adept at writing, and solving the most complex of situations. Having joined the industry for more than ten years, Craig, as the current Managing Director at Orchan Consulting Asia, splits his time between providing compelling consultancy, and brainwashing interns into professional food-delivery staff.
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