As we celebrated Mother’s Day on 11
th May, Telum Media spoke to three working mums from Kicker Communications, each at a different stage of motherhood. They shared how their parenting journeys have shaped their careers and the soft skills they've gained through motherhood that are now translating into the workplace.
How has your current stage of motherhood - whether parenting a newborn, a primary school-aged child, or a teenager - influenced your daily work routine, mindset, or broader career goals?
Laura Blue, Business Director
When I re-entered the workforce with my seven-month-old, it was a strange mix of feeling exhausted and energised. I found my role's most straightforward tasks felt twice as hard (thanks to hourly wake-ups!) but at the same time, I enjoyed doing these tasks so much more because my brain was once again being stimulated.
Now that my son is nine months old and his sleep routine is gradually improving, these same tasks are becoming less tiresome, and I've realised how important being cognitively challenged is for my general wellbeing.
This makes me show up better at work and at home. I’ve never felt more motivated in my day-to-day role. As such, becoming a mum has further fuelled my fire to reach my career goals.
Rochelle Cervantes, Associate Director
Having a primary school-aged son has significantly changed and challenged my daily routine. My days now revolve around school runs, extracurricular activities, and everything in between, which has made me more organised and efficient with my time.
I've had to get creative in managing both work and my family, and this has actually improved my multitasking skills! I've become more patient, flexible, and open to finding creative solutions to challenges, both at home and at work. I've also found that I am now much more focused and clear about what is important to me.
Lisa Creffield, Head of Content
When I first had my daughter, managing commuting, working hours and drop off / pick-up from daycare was a big driver in eventually going freelance and WFH. It was manageable, but it was stressful and involved a lot of wasted time. Switching to a flexible work-from-anywhere schedule was ideal.
Having worked as a journalist and TV reporter, I was already used to being in the field / out-of-office, and often working solo on stories, so it was an easy adjustment. Flexibility is vital these days for all workers, not just parents.
One of the interesting things about parenting a teenager is that you do get to hear about the media they're consuming and various social trends, before they get picked up by mainstream media. For anyone working in the media, marketing or communications-related spheres, this can be invaluable.
Motherhood can teach soft skills like negotiation, conflict management, and empathy - skills not always taught in the workplace. What have you learned through parenting that you now find invaluable in your professional life?
Laura Blue
It's always easier to manage work priorities when you have more time available. Before becoming a mum, I had the option of working more or later to get things done on the days when everything happened at once.
This is much harder to do with a baby, so I have learned to be much more deliberate and disciplined with my prioritisation. This has made me a more effective operator (at home and at work) and enables me to extract the maximum value from each hour of the day.
Rochelle Cervantes
My son has truly changed me. I've become a pro at negotiating, whether it's over screen time, having sweets or finding a way to juggle all my work and family priorities. I've also learned how to stay calm and find solutions that work for everyone, even when things get a bit sticky.
Additionally, the patience and resilience I've developed through parenting him have helped me address challenges with a new mindset, enabling me to embrace whatever comes my way with a smile.
Lisa Creffield
I came to parenting in my mid-thirties, so I have already had to develop most workplace skills, although they weren't formally taught then and often aren't now. I think major life events like parenthood and bereavement - which I experienced before having a child, with the premature loss of a parent - do reset your perspective.
Career is no longer "life or death" but it becomes important in a different way. You need to provide for your family, and you also want to set an example to your child of why education and hard work are important, but also about setting boundaries.
I would also note that these qualities aren't unique to parents - some of the best, most supportive managers and empathetic colleagues I've had have not had children themselves.
Feature
Telum Vox Pop: Mother's Day 2025
by Telum Media
11 May 2025 4:00 PM
5 mins read
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Over the past few years, mentions of AI within the industry haven't toned down - if anything, they've been ramping up. Looking back at Telum's 2024 Year Ahead and PR Tech in 2025 pieces, it's interesting to see how attitudes have shifted. What began as a period of experimentation - playing with prompts, dabbling in ideation, and speculating about job replacement - has solidified into a structural transformation within the profession.
AI has moved from a nice-to-have to a non-negotiable; from a fringe tool to a core strategic capability. 2025 is the year PR and comms practitioners stopped asking, “What can AI do?” and began asking, "How do we lead with it?”.
Integration of AI tools in the industry
Early adoption of AI centred around basic prompting and inspiration. In 2025, however, practitioners in the PR and comms space have unlocked more of its capabilities.
We saw many organisations develop their own AI offerings across APAC and the Middle East, ranging from AI visibility services and training tools to crisis solutions. These include PIABO GEO, Ogilvy ANZ’s Generative Impact, Golin’s First Answer, TEAM LEWIS' Training for Trust, and FINN Partners' CANARY FOR CRISIS.
The narrative around job replacement has also softened. Rather than replacing humans, the industry is now embracing AI as an enhancer.
As Natacha Clarac, Director General of Athenora Consulting in Brussels and former President of PRGN, said following PRGN's launch of Précis Public Relations: "The introduction of Précis Public Relations showcases the potential of AI to enhance rather than replace the strategic value PR professionals offer."
GEO / LEO and search transformation
One trend that we have seen in 2025 was the decline of traditional search behaviour. AI assistants, such as ChatGPT, Gemini, and Perplexity, increasingly replaced clicks with instant answers.
As Nichole Provatas, Executive Vice President and APAC Head of Integrated Marketing and Innovation at WE Communications, noted: "Around 69 per cent of Google news searches now end in zero clicks as AI Overviews rise."
This reality raises the stakes for inclusion in AI answers, as Rob van Alphen, Managing Director of Polaris Digital, warned: “…if your brand or leadership isn’t part of the AI answer, you’re invisible.”
Jack Barbour, EVP and AI Lead at Golin New York, and Nichole both highlighted how earned media is key in making brands discoverable, with at least 90 per cent of AI search results coming from earned citations. Brian Buchwald, Edelman’s President, Global Transformation and Performance, emphasised the same point: "You can't buy your way to the top of an AI-generated answer...brands must proactively shape how they appear in LLM outputs or risk being misrepresented, misunderstood, or missed entirely."
AI platforms are relying on reputable journalism, corporate blogs, and expert commentaries - flipping the paid-dominated marketing playbook on its head.
This shift fuelled the rise of GEO (Generative Engine Optimisation) and LEO (Language Engine Optimisation). In April, Celia Harding launched what she described as the world’s first LEO advisory firm, arguing: "While other agencies are looking at how AI can drive efficiencies in creativity and client service, they are all overlooking the real opportunity that lies ahead - shaping the data LLMs learn from."
If SEO defined the 2010s, GEO and LEO are shaping 2025 and beyond, with earned media at the core.
AI upskilling
As AI adoption surged throughout the year, professional development opportunities expanded rapidly, ranging from hands-on workshops and panel discussions to large-scale conferences.
These events spanned the region, including the Generative AI Bootcamp series by PRCA APAC and Sequencr AI, PRCA Thailand's first-ever conference in Bangkok on AI and communications, and Jakarta's “Shape the Future of Your Communications Strategy with AI” workshop hosted by ACE, APPRI and Reputasia Strategic Communications.
Telum Media also hosted its own list of AI-focused events, including workshops with Shaun Davies in Sydney and Melbourne, a workshop with Rob Van Alphen in Singapore, a global webinar with Matt Collette, collaborations with the Kennedy Foundation for panels on AI and journalism in Australia, and joint sessions with SOPA on ethical AI use in publishing in Singapore and Hong Kong.
The scale of these events showed one thing - these sessions were no longer “optional extras”, they've become essential for teams wanting to keep pace with AI's evolution across the industry.
Human and ethical considerations
As AI adoption rose, so did the reminders that human oversight remains essential. Practitioners repeatedly stressed that AI cannot replace human judgement, empathy, or lived experience.
As Matt Cram, Head of Media and Communications at Orygen, put it: "AI can’t replace the way people connect through empathy, creativity, and lived experiences."
Rob van Alphen reinforced this: "…we must double down on our inherently human strengths, such as empathy, curiosity, ethical decision-making, and critical thinking."
And Zeno’s Head of Regional Business Development, Asia, Ekta Thomas, said: "People connect with people - not algorithms."
These sentiments were reinforced across industry events focused on responsible AI use. At the Jakarta workshop, Reputasia Co-Founder and Communications Strategist, Fardila Astari, emphasised the importance of ethical guidelines for AI use, noting that careless application can create reputational risks, as seen in cases where major companies faced credibility issues due to AI-generated inaccuracies.
Similar points were made at Telum Media and SOPA's sessions in Singapore and Hong Kong, where newsroom leaders stressed the importance of maintaining editorial oversight, transparent disclosure, and strong governance structures. The consensus is that while AI may accelerate workflows, humans safeguard credibility.
2026 and beyond
As we approach the new year, AI is shifting from experimental to foundational. Nichole Provatas urges teams to "publish for AI inclusion," treating owned channels as structured, plain-language reference hubs built for machine ingestion.
But the landscape is still evolving, as Matt Cram cautions: "AI doesn’t just surface information, it consumes it…and the best strategies today might look very different tomorrow." For communicators, adaptability becomes the differentiator.
Ultimately, the future isn't AI-led but AI-enabled. As Matt Collette notes, "Human + AI is the new paradigm." Success will come from pairing AI's scale and precision with the empathy, judgement, and contextual understanding only humans can bring.
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Burson has named HS Chung as CEO, Asia Pacific, effective 1st December 2025.
HS has been leading the agency’s business in North Asia Pacific across Mainland China, Hong Kong, Japan, and South Korea, and will now oversee the entire APAC region, including Australia, New Zealand, India, Indonesia, Malaysia, Singapore, and Thailand. She remains based in Seoul for the appointment.
“HS has a combination of superpowers that make her very well-suited to lead the entire region,” said Corey duBrowa, Global CEO, Burson. “She is a trusted and sought after CEO and C-suite advisor, a business builder, a talent advocate and an operational maven. These skills, together with her deep understanding of the cultural nuances across and between the markets, will enable Burson to continue delivering exceptional results for our clients and further build on our strong foundation across our Asia-Pacific footprint.”
HS has counselled C-suites from blue-chip multinational organisations across the F&B, electronics, personal care, automotive, and healthcare industries. She also spearheads specialised service offerings for the Korean government and has been involved in government projects, including the Olympics. Prior to Burson, HS founded Synergy Communications in 2000, which became part of Hill & Knowlton in 2002. She previously served as President, Asia at Hill & Knowlton.
“It’s an honor to lead the Asia Pacific region as CEO,” HS remarked. “We have strong momentum across the business and will continue to turn it into results through disciplined focus and execution.
“As our clients navigate unprecedented complexity, we are using our comprehensive AI capabilities and our exceptional talent bench to help businesses make decisions with clarity so they can succeed today and in the future. With Asia-Pacific continuing to grow and shape the global economy, I’m excited to help our clients and teams seize the opportunities that lie ahead.”
Additionally, Adrian Warr, who had been leading South Asia Pacific for Burson, is leaving the region to return to the UK and will depart the business as of 30th November 2025.
Corey said, “I’d like to extend my thanks to Adrian for his contributions to Burson during his time with us, for his leadership in driving our business in South Asia Pacific and his partnership with HS and our leadership team. I wish him the very best in his future endeavors.”
25 November 2025 1:54 AM
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The Sandpiper Group has appointed Estelle Xue as Director in Shanghai. In this new role, she is responsible for leading the office's growth in strategic communications, issues and crisis counsel, and reputation advisory for Chinese companies going global, as well as multinational and domestic clients navigating the Chinese business landscape.
This appointment also sees Estelle managing the office’s strategic development and senior client advisory capability advancement to support Sandpiper's expansion in Mainland China. Furthermore, she is to work closely with the firm's leadership and teams across Asia Pacific and the Middle East to build out the financial comms and special situations advisory offering.
With 15 years of media, law, and corp comms experience, Estelle has advised clients through market transitions, regulatory challenges, and corporate events. With experience working alongside senior executives across industries, she specialises in corporate communications, financial and transactional communications, restructurings, compliance matters, and crisis situations.
Emma Smith, Chief Executive Officer of Sandpiper, said, “Shanghai is an essential market for our clients, and Estelle brings a combination of strategic insight, financial communications experience, and crisis and issues expertise to accelerate the development of our team and capabilities on the ground. Her leadership will be central to strengthening our presence in mainland China and enhancing the support we provide across our regional network.”
On her appointment, Estelle commented, “I am excited to join Sandpiper at a time of such strong momentum across the region. Businesses are facing unprecedented opportunities and challenges, requiring trusted advisors with both a global perspective and deep local knowledge. I look forward to partnering with our talented team to further expand our Shanghai presence and support clients as they manage reputation, risk, and transformation.”
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