In our rebooted Headliners series of conversations, we get under the skin of PR and communications leaders around the world who have made PRovoke Media headlines recently, uncovering the risks they have taken in their career, the people, brands and work they admire, their advice for industry newbies, and their guilty pleasures.

In this week's Q&A, we speak to David Lian, the newly minted APAC regional president of Zeno Group

What’s the biggest career risk you’ve ever taken? How did it work out?

Leaving my established position at Text100 (now Archetype) to start-up Zeno in Malaysia. Intel was our first client then, and our remit was social media. My risky move was making four unconventional hires for our start-up team (clue: none of them were agency or PR pros).

Our motley crew comprised an ex-TV show host, a wedding photographer, a layout designer from a magazine and a former newspaper editor. The idea was to create a new kind of team to take on social content production and think differently from how it had been thought about then. Long story short, it worked.

What’s the biggest creative risk you’ve ever taken?

Convincing my then-client Nokia to give me a budget to spend on engaging “bloggers” in 2007. It was a really risky because back then, brands weren’t used to any formal engagement with bloggers (the proto-influencers) and one misstep could lead to a reputational disaster. Think snarky online forum posts.

I count myself fortunate my client was brave and game – the programme was a success and led to on-going and award-winning online community engagement programmes.

What do you think are the most important character traits for a great PR person

Humility and the willingness to listen. There’s a quote I love from Zeno of Citium: “We have two ears and one mouth, therefore we should listen twice as much as we speak.” Great communicators listen more than they speak, so they might speak with greater purpose and impact.

Which company or organization do you most admire in terms of PR, branding or reputation management?

I have huge respect for Chick-fil-A as a brand because they really walk the talk. Not only does their mission of “care” manifest itself through partnerships with community organizations and serving the underprivileged; it also extends to caring for employees by closing on Sundays to ensure they truly get a day of rest. That, to me, demonstrates a real commitment to their mission – even at a cost.

Which individual, in any field, do you think exemplifies outstanding leadership or communication skills?

I’ve been spending a lot of time reading books about wartime leaders recently, and Winston Churchill really inspired me. There are two things about Churchill I admire. Firstly, a dogged determination for what he believed is right – even when the odds were against Britain, he never admitted defeat, never stopped fighting.

Secondly, his ability to communicate a clear vision, inspire his troops with his belief, and most importantly, use every form of communication available – letters, broadcasts, speeches – to communicate his message far and wide.

What’s the best campaign you’ve seen recently?

So let me flip this question on its head – what’s the best campaign we have not seen recently?

I love a smart campaign, don’t get me wrong, but I believe the winning brands today are the ones who deliver their promise consistently, not through large campaigns, but by doing what their customers and audiences value well everyday. Take Changi Airport for example.

As a frequent user, I love Changi Airport not because of the latest ‘Changi Millionaire’ campaign it’s app is pushing to me, but because of the consistently good experience I get every time I move through the airport to catch a flight or come home from a long business trip. For me, the little things are the ‘campaign.’

Is there an industry trend or discussion you think is over-rated or exaggerated or just plain stupid?

Can I mention AI? I believe artificial intelligence is already changing the way we work, but what we ought to do is to stop pontificating about it and just get things done better, faster and more accurately with it.

What’s one piece of advice you’d give to someone entering the PR industry today

Character beats skill and knowledge. In my years of experience, young people with the right character – grit, determination, adaptability, foresight – have developed and succeeded well beyond the odds. They are the ones who find new ways to solve problems, build bridges where there are none, and refuse to give up when the opposition seem insurmountable.

What’s your guilty pleasure when you need to unwind from the high pressure of PR?

Does Magic: The Gathering ring a bell (IYKYK)? Throwing down with cards and my mates is the perfect weekend activity.