This PR Life is a new series by PRovoke Media where we profile people in and around communications as an industry and find out more about what they do and what makes them tick. Today, we are chatting with Florence Ang, partnerships and marketing director at Druk Asia.

Ang has been with Druk Asia for just under a year and works on the sustainable promotion of Bhutanese culture globally. Prior to her time at Druk Asia, Ang was the head of marketing at Alii Palau Airlines. She was also previously head of advertising and partnerships at Lux Inc. 


PRovoke Media: In a nutshell, how would you describe your role in comms to someone who has no idea what it entails?


Florence Ang (FA): We have a pivotal role in shaping and conveying a brand's message, often behind the scenes. Our responsibility is to ensure that stories are told accurately, on time, and with impact. A well-prepared media kit is essential, as it provides journalists and editors with the resources they need to cover a story effectively.

Every project with Druk Asia is an opportunity to spark interest and deepen the understanding of Bhutan’s Gross National Happiness philosophy. It’s a privilege to introduce people to a country rich in spirituality, culture, and natural wonder. This work goes beyond promoting travel—it’s about fostering a genuine appreciation for Bhutan’s unique story.

Whether through purposeful travel with MICE Bhutan, transformative experiences with SoulTrips, or connecting talent with opportunity through GEMS Recruit, I’m constantly seeking stories that resonate and inspire a global audience

PM: Is there anything about your role that your colleagues don’t get?


FA: It may not be easy to fully grasp the level of strategy and attention to detail involved in preparing communications materials. It’s about understanding the bigger picture—how our brands resonate with the audience and fit into the broader conversation.

The time and effort spent on building relationships and planning campaigns can often go unnoticed in the short term. However, this work is essential for creating lasting impact and ensuring long-term success.

PM: What is the highlight of your job that always puts a smile on your face?


FA: The highlight of my job is seeing a story I’ve worked on being picked up by media outlets. When editorial pieces are published, it’s a moment of validation, confirming that the hard work behind the scenes is paying off. It inspires me to continue sharing stories that matter, knowing I’m helping to shape conversations that bring us closer to meaningful, impactful action.

PM: Which country do you work in and what is it like working there?


FA: I work in Singapore and at times, we host press events in Bhutan. The tradition of practices in Bhutan is deeply rooted in its spiritual, cultural, and environmental values. In the context of my work, these traditions shape how we approach storytelling, and during our press events, we incorporate traditional Bhutanese practices as its part of the way of life that has endured for centuries, which is truly inspiring.

PM: What’s the first thing you do when you step into the office to kickstart your day


FA: I usually start by checking emails to stay on top of anything that requires quick action—media requests, client updates, or alerts on the latest news clippings. It’s my way of taking the pulse of the day. This helps me stay ahead of the narrative, respond to anything urgent, and get into the right headspace for the rest of the day.

PM: What are three must-have items in your work bag that you can't live without?


FA: I always have at least one “Bhutan Travelog’’ book authored by my colleagues at Druk Asia in my bag. It’s a meaningful gift for anyone curious about Bhutan, and I’ve managed to inspire a few people to embark on their first trip to Bhutan. I also carry a USB drive in case I need to share files on different devices without connecting to the internet and a reusable shopping bag to avoid using plastic.

 

PM: What’s your go-to office lunch that never fails to brighten your day?

FA: Nothing beats home-cooked chicken macaroni soup—chicken soup is definitely food for the soul and the perfect comfort meal.

PM: What is it about comms that draws you in and keeps you passionate?


FA: Every day brings something new, and what truly excites me is the ability to shape mindsets and inspire action. Whether through compelling storytelling or strategic messaging, comms has the power to influence change, spark curiosity, and create meaningful connections.

The potential to make a real difference through communication is what makes it so fulfilling.   And on top of that, there’s an added thrill when a journalist or editor thanks me for a pitch—knowing that the story resonated enough to spark their interest is always a rewarding moment in this journey.

PM: If you weren’t in comms, what would you be doing?


FA: I’d probably be a local guide for visitors to Singapore. I’ve always been drawn to creating meaningful connections between people and the places they visit, helping to shape experiences that celebrate culture, heritage, and community.

PM:  What’s the first thing you do to unwind when you clock off for the day?


FA: I like to go for a short evening walk, just about 30 minutes, during which I make a point of not looking at my phone. Rather than taking public transport during peak hours, I enjoy walking to a nearby spot for dinner with friends. It’s a great way to clear my mind, enjoy good company, and fully disconnect before the evening.