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Young PR Professional of the Year - In-House


Winner
Campaign Title

Client

Daphne Cheah, AirAsia
Agency

Daphne Cheah (30) kicked off her career in Public Relations with a two-year stint (mid 2007 – mid 2009) with the Corporate Affairs Department in Astro All Asia Networks via Astro’s pioneer Management Trainee program in 2007 and was quickly appointed to a full time role within its department three months after her programme started. The experience at Astro provided a strong foundation for her career progression, allowing her to land a role at AirAsia in mid-2009, with an entry into the pioneering team of the airline’s social media strategy. It was crucial for AirAsia to set the right strategy and tone for its entry into social media, and the experience gained from building a brand for a rapidly growing airline such as AirAsia contributed towards Cheah’s understanding of the aviation industry, as well as consumer trends and emerging technologies. She contributed significantly to the communications team as a Public Relations executive, and 18 months later was promoted to senior PR Executive. Two years later, she became Public Relations Manager for AirAsia Berhad, leading a team of 8 members comprising events and Public Relations executives. Under Cheah’s leadership AirAsia Bloggers’ Community grew from 80 members in January 2014 to nearly 298 members by December that year. The team executed the #ThankYouLCCT and #helloklia2 campaigns, which generated positive coverage on the big klia2 move despite underlying and ongoing issues with the new airport. They also managed to maintain a low percentage of negative news and grow positive reports throughout the year (pre-Dec 28 2014: QZ8501 incident).