PR Associate

We are looking for a proactive and adaptable PR Associate to join Shopee Vietnam's Public Relations team. The role will support integrated PR activities across multiple communication areas, including corporate reputation, product & consumer, business & ecosystem, and policy & industry communications, depending on business priorities.

The PR Associate will be responsible for executing assigned PR activities effectively and to a high standard, while progressively taking ownership of assigned workstreams under the guidance of the relevant manager. The role is also expected to contribute ideas, develop relevant story angles, and support media engagement activities based on brand and business priorities.

This is a hands-on role that provides exposure to various areas of integrated PR and opportunities to develop strong capabilities in public relations, communications and stakeholder management.

1. Integrated PR Planning & Execution

• Support the development and execution of PR plans and activities aligned with company's business priorities and communication objectives.
• Execute assigned PR activities and deliverables accurately, effectively and on time.
• Support and, where appropriate, take ownership of assigned PR workstreams from planning through execution and evaluation, under the guidance of the manager.
• Contribute ideas, story angles, media approaches and activation concepts to support PR objectives.
• Coordinate with internal teams and external partners/agencies to ensure effective execution.
• Support multiple PR projects and priorities in a fast-paced environment.

2. PR Content & Story Development

• Develop PR content and story angles based on business priorities, products, consumer insights, ecosystem initiatives and industry developments.
• Conduct research and gather relevant data, insights, case studies and third-party perspectives to support PR storytelling.
• Support the development of storytelling across corporate reputation, product & consumer, business & ecosystem, and policy & industry communications.
• Draft and adapt PR materials, including press releases, media pitches, key messages, Q&As, talking points, backgrounders and case studies.
• Monitor relevant topics and trends to identify potential PR and storytelling opportunities.

3. Media Relations

• Support the development and gradual expansion of working relationships with relevant journalists and editors.
• Support media pitching and engagement activities based on agreed communication objectives and approaches.
• Assist with media inquiries, interview arrangements, media briefings and other media engagement activities.
• Maintain relevant media lists and records of media engagement activities.
• Monitor media coverage and conversations relevant to brand and company.

4. Stakeholder Coordination & Issue Support

• Coordinate with internal teams and external partners/agencies on PR activities, messaging and deliverables.
• Support communications related to business, industry, policy and regulatory developments relevant to brand and company.
• Work with Legal, Government Relations, Risk and relevant teams when required.
• Monitor media and industry conversations and promptly flag potential communication risks or opportunities to the manager.
• Support issue management and response communications under the guidance of the manager.

5. Measurement & Insights

• Track and evaluate PR activities against agreed objectives and KPIs.
• Monitor media coverage, message pull-through, sentiment and quality of coverage.
• Contribute insights and learnings to improve future PR activities.

6. Other Responsibilities

• Carry out other PR-related duties and responsibilities as assigned by the supervisor or PR leadership.
• Support ad-hoc communications projects and evolving business priorities when required.
• Contribute to a collaborative and effective PR team environment.

• 2-4 years of relevant experience in public relations, communications, journalism, media, communications consultancy/agency or related fields.
• Good foundational knowledge of PR and a strong interest in integrated communications.
• Strong writing and storytelling skills, with the ability to turn information into clear and engaging communication content.
• Proactive in contributing ideas, while being comfortable working under the direction and guidance of the relevant manager.
• Ability to independently handle assigned tasks and proactively seek guidance or escalate when needed.
• Good project coordination and stakeholder management skills.
• Good understanding of the Vietnamese media landscape and an interest in developing media relationships.
• Strong English proficiency, both written and verbal, with the ability to communicate effectively with regional/international stakeholders and work with English-language materials.
• Strong Vietnamese writing and communication skills.
• Detail-oriented, responsible and able to meet deadlines.
• Ability to work in a fast-paced environment, manage multiple priorities and learn quickly.
• Willingness to take on new responsibilities and adapt to changing business priorities.