Comms in Asia C2 Media

In this episode, Leighton Cosseboom of C2 Media and AC Ventures interviews Terence Lee, Editor-in-Chief at Tech in Asia, about how to grab the attention of tech editors. Terence shares his tips and insights on how PR practitioners and comms professionals can bring creative and compelling narratives to the table, increasing their chances of getting their clients’ stories placed on top outlets like Tech in Asia.

To capture tech editors' attention, Terence suggests offering a fresh perspective or a unique angle on a familiar topic. He also stresses the importance of doing research and tailoring pitches to the publications being targeted by understanding the audience and editorial focus.

Terence also discusses the role of relationships in getting stories placed, noting that building strong ties with tech editors can increase the chances of coverage. He offers tips on how to establish and maintain these relationships, including taking the time to get to know the editor, offering value beyond just a press release, and providing his team with enough lead time to craft a colorful, in-depth story before proceeding with a wider distribution.

Pitching to top-tier luxury media is no easy task in today’s noisy media landscape. Landing coverage in an outlet like Tatler Asia requires that a comms pro truly understand an editor’s target audience and tailor pitches accordingly. Getting straight to the point, demonstrating you've done your research, showcasing the brand's unique story and societal impact, and offering an immersive experience to the editor are all worthwhile plays.

Successful approaches may make use of exclusive photography to show more and talk less. In some cases, PR operators may simply leverage a built-in relationship with the editor to understand what will hit in terms of a succinct pitch with a strong hook.

To pull back the curtain on how to pitch well to luxury and lifestyle media in Asia, our next guest is very much an authority. Jacqueline Tsang is the Tatler Asia Regional Head of Content & Editor-in-Chief, Hong Kong. Prior to Tatler, she served as Chief Editor at SCMP Style. Today, she speaks with Leighton Cosseboom of C2 Media about how the publication has evolved from focusing on socialites to taking a more thoughtful stance on "power and purpose" in Asia. 

C2 Media is the parent company of ContentGrow, a managed talent network for brands and publishers seeking high-quality freelance writers and journalists worldwide (book a discovery call). It also runs Content Collision, a leading PR firm for tech companies and changemakers in Southeast Asia.

PR in Asia has some distinct characteristics that set it apart from other parts of the world. These include a variety of cultural differences, social media behaviors, and government relations, to name a few. As new tech like conversational AI emerges to change the very face of the industry, many PR pros may be wondering how best to adapt.

Our next guest has a unique vantage point on Asia’s comms space. Arun Sudhaman is  CEO & Editor-in-Chief at PRovoke Media, formerly known as the Holmes Report. It’s an online media focused on inspiring PR professionals to deliver a competitive advantage with media ethics in mind and elevating the status of PR by demonstrating its business value and responsible practices. PRovoke does this through analysis, best practices, awards, and ethical evaluations. Chatting with Leighton Cosseboom, Head of Comms at AC Ventures and Co-founder of C2 Media, Arun shares his journey to date and views on where the PR industry is likely going in APAC. 

C2 Media is the parent company of ContentGrow, a managed talent network for brands and publishers seeking high-quality freelance writers and journalists worldwide (book a discovery call). It also runs Content Collision, Indonesia's top-of-mind PR firm for tech companies and venture capital firms.

In the competitive world of PR and comms, Fortune 500 brands are increasingly looking for agencies that can offer a full-stack solution. To ensure efficiency and consistency across the board, big brands in emerging markets like Indonesia need the full gauntlet of media relations, content creation, social media management, crisis management, and more. But unless you are an Ogilvy or an Edelman, odds are your shop has to specialize.    

Our next guest brings more than 20 years of experience to the table. Thomas Franky is a veteran in the Indonesian comms space. He built and grew Fortune PR, one of Indonesia's most prominent PR companies before serving as General Manager of The Hoffman Agency in Jakarta. Since 2022, He’s been running Artemis Indonesia, a group of agencies offering strategic, corporate, and digital communications, as well as public affairs, branding, and more.

Chatting with hosts Leighton Cosseboom and Enricko Lukman of C2 Media, Thomas shares his views on the evolving PR industry in ASEAN's largest market, thoughts on AI tools like ChatGPT, and how his firm has grown alongside its anchor client GoJek since 2018.

C2 Media is the parent company of ContentGrow, a managed talent network for brands and publishers seeking high-quality freelance writers and journalists worldwide (book a discovery call). It also runs Content Collision, Indonesia's top-of-mind PR firm for tech companies and venture capital firms.

In a corporate setting, the PR and comms department is often well-established, with larger budgets and more resources. In a startup, however, comms may be more ad-hoc and the person in charge usually has to wear many hats. Smaller budgets and leaner teams are almost always a given.

Our next guest has walked in both worlds. Crafting early PR and comms strategies for large tech companies and bootstrapping startups alike, Jakarta-based Harumi Supit brings an interesting track record to the table. Since 2005, she has run an independent brand and corporate communications consulting practice, and in recent years served as the Head of Corporate Comms for e-wallet unicorn OVO, before and after it was bought out by Grab. She also recently held an expert comms role in Indonesia’s G20 presidency.

Hosted by Leighton Cosseboom, co-founder of C2 Media and Head of PR & Communications at AC Ventures, Harumi shares unique insights for comms pros who are thinking of bootstrapping their own agencies. 

C2 Media is the parent company of ContentGrow, a managed talent network for brands and publishers seeking high-quality freelance writers and journalists worldwide (book a discovery call). It also runs Content Collision, Indonesia's top-of-mind PR firm for tech companies and venture capital firms.

Startups face many challenges with public relations, including limited resources, a lack of name recognition, stiff competition for media attention, few industry connections, and limited experience. Often, the biggest challenge for early-stage companies with PR is getting the necessary exposure to build a strong reputation and attract customers and investors.

Hosted by Leighton Cosseboom, co-founder of C2 Media and Head of PR & Communications at AC Ventures, alongside Enricko Lukman, co-founder of C2 Media and CEO of ContentGrow, we're joined today by Michaela Villaroman. Based in the heart of Manila (the bustling capital city of the Philippines where we can hear a mix of dogs barking and car horns honking in the background), Michaela handles global PR and media relations for Seedstars, an industry-agnostic investment firm dedicated to tech startups in emerging and frontier markets. Headquartered in Switzerland, the firm’s work spans 90+ countries with 15 offices around the globe. 

C2 Media is the parent company of ContentGrow, a managed talent network for brands and publishers to work with high-quality freelance writers and journalists worldwide (book a discovery call to see if it's right for you). It also runs Content Collision, Indonesia's top-of-mind PR firm for tech companies and venture capital firms.