(English) Communication Strategies In PR Crisis by Syireen Rose (Peaches & Pen)

Professional Profile

Syireen R has more than 20 years of experience in the Communication field. Her vast experience showcases career practices ranging from the corporate desk, to print publications, the academia, training, consultancy and coaching. Syireen’s core strength is in editorial. Her exposure to public relations and corporate communication cemented her insights into the conceptualizing and strategizing of communication plans. She now offers coaching to C-Suites and Business Owners, occasionally conducts workshops and training programs, and speaks to entrepreneur associations/groups as well as graduating college students.

Experience

Corporate & Media

Syireen’s experiences include:

• Content development that supports the IT industry, namely web copy and blogging.
• Creative copywriting for PR and Advertising agencies.
• She contributes articles to magazines and newspapers.
• Develops content for GLCs for their content circulation.

List of past and present clients includes:

• TalentCorp Berhad
• University of Malaya
• Tadika ABS
• Advanced Aquatics
• SciDev.Net
• Malaysian Reserve
• National Human Resource Centre (NHRC)
• TNB
• Sime Darby
• CIDB
• Karangkraf
• The Edge
• GreenTech Malaysia
• and several other organizations

Initial professional employers include Malaysian Technology Development Corporation and Ivoli Sdn Bhd.

The Academia – Lecturing

Syireen was a lecturer for Taylor’s College for 4 years, considering the career purposeful as an effort to contribute towards nation building. She participated in several college projects including the UnBoxed, which she founded and chaired.

Other communication projects she undertook while in Taylor’s College are: the Communication Weekend 2005, Activate – the National Community Project Competition 2007 and 2008, Taylor’s School of Communication Symposium in Conjunction with UniSA School of Communication and New Medias 30th Anniversary 2007, Taylor’s Teaching and Learning Conference 2008 and SOC Media Carnival.

Syireen was the main lecturer advisor for major student Communication Campaigns including the SexEd: Learn in Right (2005), Anti Depression and Suicide Awareness Campaign (2005), Save the Corals Campaign by Coral Alliance (2006), Dance Safe, Don’t Dance Drugged Campaign (2006), A Campaign About Love: Embracing Women (2007), Stop Child Sexual Abuse: Treat Them Right Campaign (2007), and ‘The Return’: Save the Turtle Campaign (2008).

Domain Knowledge

Syireen’s skill is in written communication and strategizing communication plans with subset skills that include content research and development, content development and translation. She is also experienced in public and media relations. With her lecturing and media consultancy background, she is also well versed in conducting training. She recently underwent and international program: Instructor’s Training Program to further hone her leadership and public speaking skills.

Others

Syireen was a council member to the Society of the Severely Mentally Handicapped Wilayah Persekutuan & Selangor (SSMH). She has actively contributed her services to the society for 5 years and was invited to be part of the council team in 2013. She withdrew herself from the council in 2017 due to increasing commitments that requires travel time. She still supports the society as a ordinary member.

Syireen was also the council member of the Association of Bumiputera Women Entrepreneur Network of Malaysia (WENA) from 2012 – 2015, which is a not-for-profit association that focuses on the empowering and developing of women entrepreneurs, through training and networking opportunities with government and non-government agencies, financial institutions, and other NGOs. WENA also seeks to collaborate with GLCs and MNCs alike.

She is a member of BNI, an international networking group that spans over 73 countries with over 7,000 chapters worldwide. It boasts over 250,000 members worldwide. Syireen currently holds the position of BNI Director Consultant for BNI KL Metro Region that includes the areas of Kuala Lumpur South East and KL City Center, and is currently serving as the President for the BNI Sukses Chapter – Bangi. She is also a BNI Trainer, providing BNI related trainings to members.

Syireen and partner were offered the BNI Region in Shah Alam and currently developing the area for year 2017/2018.

Training & Coaching

Syireen and team developed an excellerated program called Branding with Words, that is a 2-Day program that immerses participants into the power of words and how understanding essence can contribute immensely to Branding.

The program is focused on experiential learning including music, colours and games into the creation of content, enhancing the left-right learning capacity.

To cement the learning, coaching programs are offered as a follow up to supporting the participants to implement the learning into their business.

Networking & Leadership

Syireen also delves into networking and leadership training due to her experience and exposure to entrepreneurship and managing approximately 500 business owners in her capacity as Director Consultant and Regional Director in BNI.

The roles has enabled her to create content and provide multiple support for members to get clear on the different facets a business owner need to grow their business.

She is also the only 1 out of 3 trainers nationwide trained to provide members the most crucial content in BNI upon embarking on the membership journey.

Background

Full Name:

Syireen Rose Mohamad Sha’ari

Qualifications:

MSc. Corporate Communications (2000)
Universiti Putra Malaysia
BJournalism (1996)

University of Missouri Columbia, USA
School of Journalism