Phoebe Yong on Leading in Fintech PR, Building Magnolia Communications, and Finding Power in Storytelling

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As a part of the Morning Lazziness collection highlighting empowering girls who’re making a exceptional influence with their concepts, I had the pleasure of interviewing Phoebe Yong.

Phoebe Yong is the founder and President of Magnolia Communications. Earlier than Magnolia, Phoebe held management roles in a number of firms that had been on the forefront of breakthrough applied sciences.

Phoebe wholeheartedly believes that everybody has a narrative to inform, and her job was to assist inform the story in probably the most related and relatable means, so she based Magnolia in 2004. Magnolia has since grown to be an award-winning full-service B2B company, serving shoppers in monetary companies, fintech and funds, and know-how throughout North America, in addition to world regional workplaces. 

By means of Phoebe’s management and steering, the breadth of Magnolia’s companies has expanded, from public relations to exterior communications, digital advertising and content material creation.

Most lately, Phoebe has led private brand-building packages for CEOs as they lead their firms via popularity administration and disaster communications.

Earlier than beginning Magnolia, Phoebe labored at Sierra Wi-fi as world strategic advertising lead for alliances and advertising communications.

Initially from Kota Kinabalu, Malaysia, Phoebe lives in Vancouver, BC along with her household. She has a Bachelor of Utilized Sciences in Communications, Simon Fraser College, and a Masters in Enterprise Administration, Metropolis College of Seattle.

On this interview, she dives into the challenges, wins, and knowledge she’s gained from over a decade of remodeling on-line companies.

What impressed you to begin your individual PR company, and the way did you get your first shopper?

I had lately left a really demanding company place, and began a younger household. Again then there was no work-from-home mannequin and I must commute 1.25 hours every solution to work. I wished to see if I may do my very own consulting that might afford me the pliability to lift my two younger ones. Moreso, I wished to behave on my deep ardour for turning into an entrepreneur. I wouldn’t name myself a serial entrepreneur, that’s means too bold, however entrepreneurship felt like my calling. I launched my company and welcomed my first shopper, a big fortune 500 firm. The introductions had been made by way of a former colleague of mine.

What distinctive challenges have you ever confronted as a girl entrepreneur within the PR world, and the way did you overcome them?

My area of interest was fintech, know-how, and clear tech, so the challenges included being in a room full of males. My ethnic background (I’m Chinese language-origin) additionally added to the differentiation, which meant I needed to usually show that I knew what I used to be speaking about. I overcame these hurdles by being the most effective at what I did. My earlier expertise in my company job and the outcomes I achieved spoke for me. Moreover, the executives that I labored straight beneath had an amazing popularity and I may name on them as references.

How do you keep forward of traits in an {industry} that’s consistently evolving with media and know-how?

I’m a information hound. I learn or scroll via all kinds of stories – sports activities, enterprise, leisure, meals, tradition – each story has an angle that somebody is attempting to inform. I’m deeply curious to find out about these tales to remain forward of traits.

What’s your go-to technique for constructing robust, lasting relationships with shoppers and the press?

I usually get requested in enterprise improvement conferences, “are you aware anybody at Wall Road Journal?”  My reply is “Sure but when we don’t have a great story, it simply means they’ll give me 10 extra seconds earlier than they dangle up on me.” With regards to constructing relationships with the press, it’s crucial that you just respect their time, since they’re on deadlines and, these days, they put on many hats, and carry a number of beats. Make their life simple by pitching them good story angles, distinctive spokespeople, and afford them the pliability to alter their schedules. I’ve relationships with press that I’ve cultivated for over 20 years; I see them as folks first, with widespread challenges (they’re working mothers, a part of the sandwich era). As soon as we make that connection, work is available in simply and so long as you ship on what you promise, these relationships will endure.

Are you able to share a marketing campaign or media second you’re particularly pleased with—and why it stands out?

There have been so many over my 25-year profession in PR. I might say two stand out. The primary is from my time within the company world. I used to be tapped on the shoulder to work with the Microsoft Communications workforce to organize for then-CEO Invoice Gates to go on stage in Las Vegas to launch the primary smartphone utilizing their Home windows CE software program. It was an enormous deal and an industry-first. Personally, it was an enormous deal for me to work on this undertaking. The extent of depth, perfectionism, and the quantity of studying I obtained working with Gates’ workforce, and finally being concerned in efficiently launching the brand new machine for his unveiling proved to me my energy of resilience and fortitude. The expertise was past superb.

For Magnolia, my greatest spotlight could be going to New York Metropolis after which touring to London, UK to launch a brand new service for a fintech shopper. From press conferences in NYC, working the launch occasion at The Museum of Trendy Artwork (MOMA), then flying to London to host related media occasions at historic halls was fairly the push. The strain to have the media attend, and make sure the occasion ran flawlessly, all match my drive to make shoppers pleased and inform their story concerning the new software program launch to their shoppers.

Which platforms or techniques have been simplest for rising your individual model visibility?

You realize that saying “out of sight, out of thoughts”, continues to be true. Curated newsletters or direct emails to present and former clients are essential to maintain us high of thoughts. We will’t low cost social media, particularly LinkedIn for the B2B area, which is important for increasing common touchpoints to succeed in a much bigger viewers.

What position has mentorship performed in your journey, and the way do you pay it ahead to others within the {industry}?

I’ve a number of girls who’re my mentors, not within the skilled world however extra within the private sphere. I see how they’ve handled being skilled girls, juggling a number of duties and duties. It’s not simple. I see their grit, and their vulnerability, and that conjures up me. I paid it ahead by establishing the Magnolia Spirit Scholarship final yr at Simon Fraser College (SFU) to honour younger college students who give again with volunteering and group service. I usually rent younger girls for internships to offer them a launchpad {and professional} expertise to start their profession path.

How do you deal with high-pressure conditions or crises, whether or not for a shopper or your individual enterprise?

Operating your individual enterprise just isn’t for the faint of coronary heart. Rejection is a part of day by day life. Operating an expert service enterprise comes with excessive strain conditions on a regular basis. A key a part of dealing with any such strain is by accepting this reality – rejection and excessive strain include the job, and they should gasoline you, not drain you. I don’t spend a lot time at pity events. I get again on the saddle and onto a brand new journey. It additionally helps to have related friends and workforce members who share this angle to cope with these conditions with you.

What’s one piece of recommendation you’d give to girls getting into the PR or communications {industry} immediately?

You need to develop thick pores and skin as a result of rejection is a part of the sport. However use that armour to be extremely inventive together with your tales and search out related reporters, at the same time as you navigate the rejection.

What are the 5 belongings you consider are important to beat self-doubt and construct confidence on this area?

• You’ll be able to obtain something you set your thoughts to
• Have your closest buddies as your greatest cheerleaders
• Have your closest buddies at all times let you know the reality – good and dangerous
• Nothing replaces exhausting work to attain what you need
• Chortle. At your self, with others however simply snigger.

Is there a quote, mantra, or philosophy that guides your decision-making and management as a magnificence entrepreneur?

I’m not a magnificence entrepreneur, however my mantra is begin every day and finish your day with a gratitude bowl.  Take a deep breath and put in all of the gratitude that surrounds you – huge or small. 

Right here is our signature query: “What Are The 5 Issues You Want To Overcome Self-Doubt and Construct Confidence?”

1.   Be ready. I comply with the Boy Scout’s motto in all facets of labor, and it’s the one piece of recommendation I provide shoppers. For our disaster communications shoppers, preparation has helped allay doubts and helped them via troublesome durations.

2.   Keep adaptable. Once I arrived in Vancouver in 1976, I discovered that we had been one of many solely Asian households within the space. The atmosphere was not type. I needed to be taught resilience as a toddler within the face of bigotry and rejection. I tailored by studying the language, and altering the meals I introduced to highschool. By adapting, I used to be capable of attempt additional and turn out to be an entrepreneur.