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 Zsofia Balatoni, chief strategy officer and co-founder of Rothman & Roman Group.She has been with the team for just over six years and was previously with BAT as its communications and CSR spokesperson. 


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


Zsofia Balatoni (ZB): Working in an agency is like living in a state of permanent readiness. There’s no such thing as a quiet day. We’re prepared for anything from a full-blown crisis to a game-changing announcement, a viral consumer complaint or a stock market low. You learn to be alert, think fast, and act smart - all before lunch.


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


ZB: I hope not. I try to be transparent, and I’d like to think my life is an open book to my team. 

 

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


ZB: A happy client. Truly. When things go according to plan or better yet, exceed expectations and the client is thrilled with the results, that’s the ultimate high. It’s the moment that makes all the hard work worthwhile.


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


ZB: I’ve been based in Singapore since 2021 and love the energy of working here and across the ASEAN region. We support clients throughout Southeast Asia, so I’ve come to appreciate the nuances of local media and PR in places as diverse as Indonesia and Japan. Before this, I spent nearly two decades working in Europe. I’m originally from Hungary, so I also bring a deep understanding of the Eastern European mindset into the mix.


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


ZB: Before I even reach the office, I go by to a nearby Toast Box for my morning fix, a strong Singaporean ice kopi kosong (iced coffee with no sugar), right after I see my daughter off around 7:30 a.m. Once I’m at my desk, I switch to water, lots of it. Hydration and caffeine: that’s the real power combo.


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


ZB: If I have to wear heels, I always carry a pair of slippers for quick relief, comfort is a must. As an obsessive handwritten note-taker who also cares for the planet and doesn’t want to waste tons of paper, I never leave home without my reMarkable tablet. And I always keep a mini pack of Haribo gummy bears on hand… for emergencies, of course.

 

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


ZB: Chicken rice (roast chicken with rice), a classic. In Singapore, you’re never more than five minutes away from one. But my guilty pleasure is ice cream. I’m on a personal mission to discover all the artisan ice cream spots around town. Icecreammap.sg is my go-to guide — fun fact: it was created by Li Hongyi, the son of former Prime Minister Lee Hsien Loong, as a fun side project. Isn’t it super cool of him?


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


ZB: Communication is ever-evolving. Disruption is the norm. That constant change keeps my mind curious and my spirit agile. Good communication cannot be superficial, it is rooted in insight, authenticity and cultural relevance. Thinking about and crafting campaigns that are smart and both meaningful and impactful is deeply satisfying to me.


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

ZB: I’d be a baker. I would be creating crusty sourdoughs and buttery pastries. Feeding people is such a tangible form of joy and connection. I imagine that to be incredibly satisfying.


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


ZB: I make dinner and sit down with my daughter and husband. If my older kids are free (which is increasingly rare), I’ll catch up with them over a call. It’s my grounding ritual after a day of constant movement.