As a former PR & Communications Associate at ANPHABE, I gained extensive experience driving key projects in Employer Branding and building Happy Workplaces. My expertise lies in crafting compelling narratives and managing media relations, all with the goal of building trust and driving meaningful conversations. 

My education in International Business and Marketing at University of Economics Ho Chi Minh City (UEH) provided me with a strong foundation for approaching communication strategically while keeping creativity at the forefront. I'm a naturally curious and proactive professional, always seeking new challenges to learn and grow. I'm excited to leverage my skills to create a lasting impact in my next role.

My experience spans the full spectrum of PR & Communications activities, from crafting press releases, articles, interview materials to managing media relations, and event coordinarting. The sections below dive deeper into my expertise and highlight some specific results I've achieved.

I developed around 20 press releases — from initial writing to extensive media pitching. 

These efforts successfully secured 320+ media placements for Anphabe across top-tier news outlets, highlighting Anphabe’s expertise and reinforcing the company as a leading voice in HR and business community.

I have written over 70 articles in both Vietnamese and English, focusing on key topics such as workplace trends, leadership, HR practices and corporate cultures. Each piece is grounded in thorough research and expert insights, aiming to support HR leaders navigating the evolving world of work. 

A selection of my published work is available below: 

At Anphabe, I served as the main point of contact for all media inquiries, responsible for developing tailored interview scripts and response materials for leadership team.

My approach focused on ensuring that every statement accurately reflected our spokespersons' expertise and vision, while also aligning with their voice and the company's strategic messaging. 

This tailored approach contributed to 100+ media features for Anphabe in leading outlets. Below are selected scripts I developed and a selection of published interviews based on these materials.

My work extended to shaping the content of Anphabe's in-depth publications. This process involved working directly with the Research team to translate complex data into clear, actionable insights specifically tailored for business and HR leaders. I then collaborated with the Design team to conceptualize and transform these insights into visually compelling and professionally designed e-reports. 

These publications were highly-valued within the leadership and HR community, serving as key resources for industry trends. Notably, the insights generated have also been cited in numerous external publications, helping to drive broader conversations around workplace and business developments.

Examples of my work are showcased below. 

As the primary media liaison, I actively built and engaged with a network of about 80 journalists and reporters from leading media outlets across Vietnam.

For Anphabe's events, I was primarily responsible for all aspects of media relations, from pre-event planning and outreach to onsite coordination and post-event follow-up. This involved providing dedicated support, including personalized welcome and assistance, addressing their needs throughout the event, ensuring timely access to information and materials, and proactively resolving any potential communication challenges.

• 2.5X increase in media exposure for the Vietnam Best Places to Work® 2023 Awards (vs. 2022), recognized by the sales team as the most impactful branding initiative.
• Secured 193 media mentions across top-tier outlets, beating the annual goal by 129% in half the time.
• 37.5% increase in journalist attendance at Anphabe events year-over-year.
• Successfully established new connections with influential, hard-to-reach media outlets.

Selected earned media coverage from these events is shown below:

Beyond my core PR responsibilities, I also take the lead in creating engaging communication materials for special occasions, such as holiday greetings (e.g., Tet Holidays, National Press Day 21/6) and appreciation letters for Anphabe’s customers, partners, and media network.

Notably, these initiatives serve as strategic touchpoints to directly engage with my media network. Through dedicated outreach — including personal meetings, business lunches, thoughtful gestures, and personal gift delivery, I have successfully cultivated and maintained strong relationships with nearly 80 journalists and media contacts representing 50 of the most prominent publications and broadcast outlets nationwide.