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Razer Fintech’s PR lead Karen Puah on her accidental entry (and hook) into PR

Razer has been aggressively expanding pushing forth in the gaming and payments space. CEO Tan Min-Liang recently committed SG$10 million in funding over the next 12 months for gaming and esports activities in Singapore. In March this year, it expanded its e-wallet solution Razer Pay into Singapore. Meanwhile, its financial technology arm Razer Fintech also recently appointed a new member to its advisory board.

Leading the PR and communications team at Razer Fintech is Karen Puah (pictured), who is responsible for articulating the company’s desire image and positioning both internally and externally, and leading the teams overseeing the rapid market adoption of Razer Fintech’s services in Southeast Asia. Her passion for fintech extends beyond work, with Puah being appointed VP of the Fintech Association of Malaysia in April this year.

Heading up PR in such a regulatory environment can be tough. Puah shares with A+M the challenges of her role and what she thinks the future of PR will be.

A+M: What are some of the challenges you face as a PR person in your role?

Puah: If you are in a regulatory environment, it is a challenge to be creative with words without running foul with the authorities. This challenge is seen positively as it pushes me to be more accurate and innovative with our activities.

A+M: Can you tell us how you got started in this industry?

Puah: By accident. I stepped up to fill a role as a temporary measure and got hooked.

A+M: Where do you see the future of PR moving forward?

Puah: When PR practitioners stop seeing themselves as just doing PR. PR is about marketing and everything in life is about marketing.

A+M: Can you share with us some areas you will be elaborating on for the upcoming PR Asia conference?

Puah: Everyone is talking about how data is the new gold. But how do you incorporate that into your PR plans? We will also discuss how to use technology as a tool of persuasion. It might come across as technical, but trust me its not. It is something that we use on a daily basis.

A+M: Why do you think this topic is important?

Puah: Everything we do today requires you to put in some form of identification details. Even something simple like answering a phone call from the bank or membership numbers based on your handphone number. If your company has a repository of these data, you’d be encouraged to look at it. Find your sweet spot and plan around it.

[A+M’s PR Asia will come to Malaysia this November, gathering together some of the finest minds in industry to explore the exciting and developing world of digital PR. Join us for a series of exclusive case studies, interactive and thought-provoking discussions at PR Asia on 20 November in Kuala Lumpur, Malaysia. Register now.] 

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TM’s Izlyn Ramli on PR: ‘It can be a thankless job, so we must be driven by a higher purpose