*Public Relations*I helped clients secure coverage in top-tier media including The Business Times, CNA 938, MoneyFM 89.3 . My clients included leadership training consultancy Acesence, HR training consultancy Breakthrough Catalyst, recruitment agency Edge Partnership and robotic process automation firm Skybots. According to Acesence Founder Yeo Chuen Chuen,"finding Betsy to take charge of my PR strategy was one of the best decisions I have made".*Copywriting*I wrote the copy for the Institute of Singapore Chartered Accountants annual report and copyedited their communications materials including press releases, official letters and journal articles. *Journalism*https://www.businesstimes.com.sg/wealth/wealth-investing/tiger-brokers-singapore-wins-best-retail-broker-award-at-annual-sias-investors-choice-awardshttps://cnalifestyle.channelnewsasia.com/women/midlife-career-switch-advice-383116

-Led a team of three to drive the full spectrum of communications activities, including annual report production, media relations, speechwriting, branding, EDM content creation and social media management. -Served as the primary media relations contact, garnering more than 100 media mentions for ISCA every year-Developed communications and social media plans and policies -Developed key messaging map to create narratives for ISCA initiatives -Copyedited all major communications materials including letters to government and industry stakeholders-Drove social media strategy and led social media management efforts. Achieved 14% y-o-y growth in Facebook followers (12.5K to 14.2 K) and 19% growth in LinkedIn followers (19K to 24K) in 2022. -Started Tik-Tok Account in April 2023, which drew more than 100 followers in three months. -Revamped the digital weekly newsletter and increased open rate from about 20 percent to more than 44 percent.-2022/2023 Annual Report won the Platinum Award in the Hermes Creative Awards and 2021/2022 Annual Report won the silver award in the global Annual Report Competition Awards

-Carried out brand refresh in 2022 to positive feedback from members and stakeholders. -Implemented digital video “Difference Makers” campaign, with close to 770,000 video views and more than 60% ad recall among survey respondents. -Issues management: created media holding statements on data privacy leakage, divestment of office building and potential Covid-19 infections. -Conceptualised and implemented “Future of Business” video campaign, which contributed to 97% brand awareness and 60% brand preference among employers

-Increased volume of media coverage by more than 100 percent in 2010-Revamped members’ journal. CPA Singapore journal was voted #2 Local Business Magazine in 2010 in a survey by Marketing magazine.-Carried out a rebranding exercise from Institute of Certified Public Accountants to Institute of Singapore Chartered Accountants-Oversaw the publicity for the Institute’s 50th anniversary celebrations, including the anniversary book, commemorative stamps, and video series. -Launched the Institute’s social media channels, including YouTube, Facebook page, LinkedIn page and Twitter account-Implemented brand advertising campaigns for CPA Singapore designation, which contributed to growth in membership numbers-Managed communications for major initiatives such as ICPAS’ constitution review, membership fee hike adjustment and launch of the Singapore Institute of Accredited Tax Professionals

-Developed media answers, media releases, Q&As, facilitating media interviews, co-ordinating media requests, media monitoring-Involved in the development of crisis communications manual and templates. Crisis management during the “melamine in milk products” incident in 2009 -Oversaw the production of annual report and staff newsletter. Responsible for writing the copy.-Worked with video companies to produce corporate videos-Oversaw event management companies to organize media and corporate events -Worked on the launch of FairPrice Finest brand of supermarkets; organized party for 200 guests in conjunction with the launch -Handled the PR for major initiatives including FairPrice Foundation, Pasar Organic range, Yellow Dot basic items and the new FairPrice logo-Managed publicity for CSR initiatives with Food from the Heart and the FairPrice Used Textbooks Project

-Worked on McDonald's, Wildlife Reserves Singapore and Lego -Conceptualised PR proposals, organised media events, pitched stories, facilitated media interviews, drafted media materials -Part of the team which garnered two IPRS’ PRISM awards in 2006 (Strategic Corporate Reputation Management for Wildlife Reserves Singapore and Marketing Communications for McDonald’s McDelivery service)