Reflections from A Communications Noob: 8 Months of Learnings

“Atiqa, are you a spy? You’re spying on us, ah?”

And with that, I started my journey with SW Strategies as the Big Boss joked during my onboarding, half‑expecting me to be an undercover agent from rival agencies.
Consider this reflection piece my official confession — no espionage, only genuine enthusiasm.

MY BACKGROUND

As a classic introvert, I never imagined I’d become a strategic communications practitioner.

I started out in medical school but realised it wasn’t the right fit and made the difficult decision to drop out.

With no clear plan, I switched to social sciences — a choice driven not just by career prospects, but by a desire for a life I wouldn’t regret.

HOW I FOUND OUT ABOUT SW STRATEGIES

I first spotted SW Strategies while Googling “PR and Strategic Communication APAC.”

They stood out for one reason; the incredible diversity of clients: corporate and political communications, fitness, e‑sports, tech, hospitality, lifestyle, properties, charities and NGOs.

The moment I saw that the Cat Welfare Society was among their clients, I was intrigued.

Few agencies proudly showcase their social‑impact clients.

Moreover, seeing both the variety of organisations they partner with and the number of social‑impact clients convinced me that SW Strategies — selective as they are in choosing clients — still maintains a remarkably diverse clientele.

They also strike a rare balance.

Their cross-sector work isn’t just about business—they take on projects that genuinely make a difference.

And for me, serving clients across many fields means endless opportunities to learn and explore — which is exactly where I want to be.

HOW I CONNECTED WITH SW STRATEGIES

From the SW Strategies website, I checked out their LinkedIn page.

Through it, I discovered that one of their team members based in Malaysia was actually from the same alumni as me.

I sent a connection request to Danial Halim (SW’s PR Regional Consultant), which he kindly accepted.

I introduced myself, mentioned our shared alumni background, and said I was thinking of transitioning my career path.

I asked for his advice on how one might move from marketing to PR. He generously shared his insights, which then led me to ask if SW Strategies had any openings at the moment.

What followed were a few months of back-and-forth conversations, eventually, after three interview rounds later — here I am.

WHAT HAVE YOU LEARNT SINCE JOINING SW STRATEGIES

Since joining SW Strategies, I’ve evolved from a keen observer into an active contributor — learning to map out clear, step‑by‑step plans for any task, tailor messages to diverse audiences as needed, and sharpen my core PR skills — from media pitching and press releases to thought‑leadership writing.

I’ve also seen firsthand how agile teamwork and early feedback loops can turn ideas into effective strategies, and that combination of structure, creativity, collaboration, and strong leadership makes a great communications strategist.

WHAT HAVE BEEN THE HIGH POINTS OF MY JOURNEY SO FAR?

One of the best moments was when my first media pitch — for our client ClientEarth — was accepted by The Star ESG.

They ran a full-page story on the event, which felt like a huge win.

My second and third big wins came not long after: I successfully pitched an interview for our client, Arthur D. Little’s Malaysia-based principal, with BFM89.9, and also secured the publication of our client’s op-ed in BERNAMA.

https://www.bfm.my/content/podcast/js-sez-catalyst-for-capital-and-financial-innovation

Those were the first three wins I truly consider high points of my journey so far.

In my eight months with SW Strategies, I’ve built a fairly steady track record in securing coverage — pretty encouraging, I’d say, for someone still new to the industry.

WHAT HAVE BEEN THE LEARNING POINTS?

A key lesson came from managing a one-off project with tight deadlines and constant reviews, all while balancing other client priorities.

I always thought I handled pressure well—but this was on another level. It pushed me to stay focused, structure my tasks better, and communicate early and clearly when things got uncertain.

FINAL REFLECTIONS

About 10 months ago, Big Boss asked me the classic question during interview: “Where do you see yourself in five years?”

My answer remains the same — I hope to become an excellent communication strategist, trusted for my expertise, and able to contribute meaningfully to the people and causes I work with.

I know it’ll take time, growth, and continuous learning to get there.

For now, I’m grateful to be part of SW Strategies, where I can keep observing, learning, and refining my skills every day.