This is a success story of Dr. Clara Ly-Le, Managing Director of EloQ Communications, who embarked on her public relations journey armed with a robust academic pedigree, having earned her PhD from Bond University. Her decision to pursue a career in public relations came from a passion for effective communication and a desire to elevate Vietnam’s global presence. She was captivated by the power of PR to shape narratives and influence change.
Over the past decade, Dr. Clāra Ly-Le has worked across the dynamic landscapes of Vietnam and the ASEAN markets, honing her expertise in strategic PR, crisis communication, and media relations for renowned global brands such as AstraZeneca and Rakuten Viber.
As she worked with major global brands and led high-impact campaigns, Dr. Clāra Ly-Le saw the true power of PR in building trust and managing crises. This realization solidified her commitment to not only growing her business but also educating the next generation of PR professionals to elevate the industry in Vietnam and ASEAN. That blend of local and global thinking has defined her career ever since.
Beyond her impressive professional journey, Dr. Clāra Ly-Le serves as the Dean of the School of Media and Applied Arts at the University of Management and Technology in Ho Chi Minh City. There, she strives to bridge academic research with real-world PR practices. She is deeply committed to advancing Vietnam’s PR industry by setting international standards and nurturing young PR talent. Her career embodies a harmonious blend of visionary leadership and scholarly wisdom.
Ignite Inspiration
Dr. Clāra Ly-Le discovered a flash of inspiration that lit the way for her business vision. It felt like a light bulb had turned on in her mind, revealing a landscape brimming with potential and meaning. As she worked in the industry, she noticed that many local agencies struggled to meet global standards, while international firms often missed the mark on local insights.
“My mission from the start was to bridge this gap by creating an agency that combined global PR best practices with deep local knowledge,” says Dr. Clāra Ly-Le.
Pivotal Moment
“The pivotal moment came when I recognized the gap in Vietnam’s PR industry for globally-minded, locally-informed agencies. This led me to found EloQ Communications, where I could combine international best practices with a deep understanding of the local market,” Dr. Clāra Ly-Le.
In 2015, she brought her vision to life by establishing EloQ Communications, a dynamic PR and marketing agency nestled in the vibrant heart of Ho Chi Minh City, where she took the helm as Managing Director.
EloQ Communications: Vietnam’s leading Public Relations (PR) and Integrated Marketing Communications (IMC) agency
EloQ Communications focuses on delivering transparent, data-driven solutions tailored to each client’s unique needs while adhering to international standards.
“Our aim has always been to elevate Vietnam’s PR industry by showing that local agencies can compete on a global stage, and to contribute to the professional development of younger PR generations in Vietnam. By doing this, I envisioned helping both local and international brands succeed in this dynamic market, while also raising the standards for the entire industry,” says Dr. Clāra Ly-Le.
Exploring Key Strategies for Driving Organizational Growth and Success
The company takes a collaborative approach, actively engaging with partnering international organizations to elevate Vietnam’s PR standards and foster global best practices. This engagement has enhanced their credibility and enabled them to deliver comprehensive solutions tailored to diverse client needs.
Furthermore, investing in talent development is essential. By mentoring emerging PR professionals, they nurture a skilled workforce ready to meet industry demands and equipped to tackle industry challenges. These initiatives, combined with an unwavering commitment to client satisfaction, have established EloQ Communications as a leader in Vietnam’s PR landscape, driving sustainable growth and innovation in their services.
Techniques for Identifying and Seizing Opportunities in a Fast-Paced Market
“We prioritize staying attuned to emerging trends and shifts in consumer behavior through continuous market research and analysis. This proactive approach allows us to anticipate client needs and adapt our strategies accordingly,” declares Dr. Clāra Ly-Le.
“Additionally, we remain committed to learning and adapting by attending industry conferences and engaging with thought leaders. This combination of research, innovation, and collaboration enables us to navigate market changes effectively, positioning EloQ Communications as a responsive and trusted partner for our clients in Vietnam and the wider Asia-Pacific region,” she continued.
The Art of Resilience: Navigating Setbacks with Grit and Grace
Maintaining resilience in the face of setbacks requires a mindset rooted in adaptability and continuous learning. Dr. Clāra Ly-Le views failures as opportunities for growth rather than as endpoints. When challenges arise, she encourages her team to analyze what went wrong and extract valuable lessons that can inform future strategies.
Dr. Clāra Ly-Le says that Open communication is vital; I foster an environment where team members feel safe sharing their experiences and insights. This collective reflection strengthens our resilience and promotes collaboration to find innovative solutions.
Unveiling Innovative Project Initiatives
At EloQ Communications, Dr. Clāra Ly-Le spearheaded an innovative initiative to create a robust measurement and evaluation framework for PR campaigns. Understanding the industry’s demand for transparent, data-driven insights, they implemented advanced analytics tools that enabled real-time assessment of campaign effectiveness.
The positive feedback and enthusiastic response from clients affirmed their dedication to this framework, culminating in the agency being honored with the Measurement and Evaluation Award at the PRCA APAC Awards 2024. This project not only enhanced the agency’s reputation but also established a new benchmark for accountability and effectiveness within the PR industry.
Working with Teams, Transforming Cultures, and Fostering Innovation
“When building a strong team to drive EloQ Communications’ vision forward, I prioritize several key qualities: adaptability, creativity, and a collaborative spirit. In the fast-paced PR landscape, team members must be able to adjust quickly to market changes and client needs. Creativity is essential for developing innovative strategies that stand out in a crowded marketplace, says Dr. Clāra Ly-Le.
“Moreover, a commitment to continuous learning is crucial, as the industry is constantly evolving. I seek team members who are proactive in seeking knowledge and professional development, ensuring we stay ahead of trends and deliver exceptional results for our clients,” she added.
Empowering Team to Think Creatively and Make Ethical Decisions
“Empowerment. I give my team autonomy over projects, trusting them to make decisions that align with our goals. By recognizing and rewarding innovative efforts, I motivate individuals to take initiative and think outside the box,” asserts Dr. Clāra Ly-Le.
Inspiration and Identity: How Her Leadership Style Took Shape
Dr. Clāra Ly-Le says that I never intended to be a leader; I see myself more as an incidental entrepreneur. When I founded EloQ Communications, my focus was on addressing a gap in Vietnam’s PR industry rather than stepping into a leadership role. I wasn’t entirely ready for the demands of leadership, and much of my growth came from navigating the journey as it unfolded. As the business flourished, the leadership transition felt organic, requiring me to embrace greater responsibilities to secure the success of both the company and the talented individuals within it.
Dr. Clāra Ly-Le embodies a leadership style infused with empathy and collaboration, dedicated to cultivating a nurturing atmosphere where her team feels both valued and inspired. She champions the idea of empowering her team to think independently while fostering a culture of open communication.
“I strive to lead by example, demonstrating that learning is a journey and that true leadership isn’t about perfection—it’s about a genuine commitment to growth and unwavering support for those around you,” says Dr. Clāra Ly-Le.
Shaping Tomorrow: Pioneering the Next Era of PR and Marketing Innovation
“In the coming years, sustainability will be a defining trend in the PR and marketing industry. As businesses increasingly prioritize environmental responsibility, we must evolve our strategies to stay ahead of the curve. At EloQ Communications, we are launching an initiative to empower Southeast Asian businesses and communities with the knowledge and tools necessary to address climate change through sustainable and circular practices,” says Dr. Clāra Ly-Le.
“By leveraging the collective expertise of our regional PR agencies and expert advisors, we aim to raise awareness, inspire action, and foster collaboration. This initiative will focus on educating stakeholders about sustainable practices and encouraging them to adopt eco-friendly solutions. We believe that by aligning our efforts with sustainability goals, we can help shape a more resilient future across Southeast Asia while strengthening our position as leaders in the evolving landscape of PR and marketing,” assure Dr. Clāra Ly-Le.
