Behind The Brand: In A Conversation With Inga Jawahir, Co-Founder of Good & Honest Co
The Chatter Canvas speaks to Inga Jawahir, the co-founder of Good & Honest Co (G&H)
In our debut issue, The Chatter Canvas speaks to Inga Jawahir, the co-founder of Good & Honest Co (G&H), a boutique public relations and communications firm, on her decision to take her passion onto an independent route and the decision that helped her and her team to continue celebrating local talents.
About G&H
It’s about more than just releasing a statement - it’s about crafting a message that consumers actually care about. Because just like their name, they’re dedicated to providing 100% transparency – whether it’s about their fees or their services. And it doesn’t stop there. Since their inception, they’ve made it their mission to support and celebrate local talent, from web designers and photographers to content creators and copywriters.
For more information on G&H, click here
The Inspiration Behind G&H PR Boutique
Her career in communications spans over 15 years, a journey marked by both triumphs and challenges. From the outset, she knew that eventually, she would take the leap into entrepreneurship. This vision crystallized when she shared her thoughts with best friend, Anna Loi, who eventually became her co-founder.
“We both felt a profound desire to support those in our industry who had been hit hard by the pandemic—photographers, writers, reporters, and other marketing and communication professionals,” says Inga.
The pandemic had dramatically disrupted many livelihoods, and they saw an opportunity to create a space where local talents could not only survive but thrive. Four years ago, this dream became a reality with the founding of G&H, an independent public relations agency committed to empowering local talents.
Today, they continue to engage freelancers for their projects, staying true to their mission of nurturing and supporting local talent despite the setbacks of the past.
Defining G&H’s Niche and Unique Selling Proposition
One of the defining features of G&H is the dedication to supporting local industries. While they may not be the largest or most established agency in the market, they’ve carved out a niche by focusing on transparent and authentic storytelling. Their firm’s commitment to honesty is reflected in the name and in the approach to client relationships.
Their unique selling proposition centers on transparency and authenticity.
“We believe in being upfront about our fees and capabilities. If something is beyond our reach, we communicate it clearly, avoiding overpromises. This honesty builds trust and distinguishes us from larger agencies that might overstate their abilities. We see ourselves as true partners in our clients' success, building relationships grounded in mutual respect and transparency. This approach has fostered a reputation for reliability and integrity, crucial elements that our clients deeply appreciate,” Inga shares.
Overcoming Challenges in Establishing the Firm
Establishing G&H presented several challenges, the most significant being assembling the right team. The PR industry often attracts individuals drawn by the perceived glamour of the field, but not everyone grasps the dedication and hard work required behind the scenes. Finding team members who were not only skilled but also aligned with our mission and values was critical.
G&H solution was to foster a collaborative environment where everyone’s voice was valued.
“We operate without rigid hierarchies, encouraging input from all levels. By emphasising teamwork and shared values, we’ve built a strong, cohesive team that is passionate about our mission. We’ve also made it clear that no one is above doing the groundwork, reinforcing our commitment to collective success and mutual support.”
Building Our Brand and Reputation
Building the G&H brand and reputation has been a journey of hard work, strategic planning, and strong partnerships. The synergy between Anna and Inga had been pivotal. They each bring unique strengths to the table, complementing each other and ensuring that every aspect of the business is approached with care and precision.
Personalisation has also been a cornerstone of their approach, especially in media relations. While many agencies rely on third parties, they continue to maintain direct and personal connections with our media friends. To Inga, it is vital to make a point to show genuine appreciation for their work, which helps G&H stand out.
“Our client relationships are also based on partnership rather than a traditional service provider model. By fostering an environment of openness, we build trust, which is crucial for long-term success. Word of mouth has been a powerful tool for us—satisfied clients and media partners often spread the word about our services,” Inga adds.
Focusing on Specific Clients and Projects
At G&H, Inga and her team typically focus on corporate and lifestyle projects, leveraging past experiences and expertise. Their work in the hospitality sector has been particularly rewarding. This sector encompasses various elements—PR, Marketing, Social Media, and Influencer Marketing—all areas where they excel.
Anna, in particular, has a deep passion and expertise in the F&B and Hospitality sectors. Her creativity and out-of-the-box thinking have been instrumental in G&H’s success. Together, they’ve developed a well-rounded approach that allows us to tackle a diverse range of projects with confidence.
Differentiating from Larger Agencies
“What sets G&H apart from larger agencies is our focus on supporting local industries and our commitment to transparency. Unlike larger firms that may prioritise volume over personalisation, we emphasize honest storytelling and clear communication. Our approach is built on genuine partnerships with clients, media, and influencers, which allows us to make a real impact.
“Our transparency extends to our fees and capabilities. We avoid overpromising and focus on delivering results that align with our clients’ needs. This commitment to honesty and integrity is a significant differentiator in the industry, fostering trust and long-term relationships,” says Inga.
Strategies for Attracting and Retaining Clients
According to Inga, attracting and retaining clients at G&H is rooted in their commitment to transparency. Both Inga and Anna believe that being open and honest about their services and fees is the best way to build trust.
“If a client needs to pause or stop our services, we respect their decision without hard feelings. This respect and understanding help maintain strong relationships, even when we’re not actively working together,” Inga shares.
They also focus on creating a positive client experience through personalised service and value-added offerings. By demonstrating their dedication to meeting their needs and exceeding their expectations, they encourage clients to return to them when they are ready.
Successful Campaigns: Examples and Impact
One of their most successful campaigns was the official launch announcement for Else Kuala Lumpur. They didn’t just spotlight the hotel’s spokesperson; we also highlighted the key team members behind the hotel’s success.
This comprehensive storytelling approach garnered over RM1 million in PR value and 54 pieces of news coverage in just two months.
Another successful campaign involved Signature Market, where they positioned the company as an establishment that prioritises employee well-being. By focusing on this aspect, G&H secured several feature pieces that enhanced the company’s reputation. The effective storytelling and strategic communication led to impactful coverage and positive outcomes.
Tools and Technologies for Managing Campaigns
Inga and her team uses a mix of modern tools and traditional methods for managing campaigns and client relationships. Mailchimp is essential for efficiently distributing press releases to a broad audience. However, they also value the personal touch, especially in media relations. Inga herself often send press materials personally to ensure they don’t end up in junk mail and to maintain strong media relationships.
This combination of technology and personal outreach helps them manage campaigns effectively while nurturing valuable connections.
Challenges and Solutions
A common misconception about running a boutique PR firm is the expectation for more freebies or ‘magic’ due to their smaller size. While some may assume that lower fees equate to lesser value, the true value of working with a boutique agency lies in the personalized service we provide.
“We address this misconception by demonstrating the quality and attention to detail in our services. Our focus on tailoring solutions to each client’s needs allows us to deliver exceptional results, proving that the value we offer goes beyond just financial considerations.
Competing with larger agencies for high-profile clients requires leveraging our unique strengths. We emphasize our team’s creativity and problem-solving abilities, showcasing our capacity to deliver innovative solutions. By highlighting our versatility and including value-added services in our proposals, we reassure clients of our comprehensive capabilities.
Managing workload and client expectations involves dividing tasks among our team and fostering a collaborative environment. Trusting team members to take ownership of their work allows us to maintain high standards and meet client expectations effectively.
Ensuring Team Motivation and Alignment
“We prioritize work-life balance, a core principle of our firm. By respecting personal time and avoiding work-related conversations outside of office hours, we create an environment where our team feels valued and motivated. This approach ensures that our team remains aligned with our firm’s goals and maintains high productivity.”
Personal Insights and Future Vision
Running G&H has shifted her perspective on public relations. It’s made Inga more responsible for not only client success but also the well-being and growth of her team. This experience has deepened my commitment to PR, reinforcing my passion for the field.
The skills and experiences from her previous roles have been invaluable, Inga says. Building strong media relationships, adapting traditional PR methods to digital trends, and connecting with thought leaders have all contributed to G&H’s success.
“Owning a boutique firm has allowed me to grow beyond being a PR practitioner, offering a broader perspective on communications, branding, and marketing.
Balancing personal and professional life is crucial, and I ensure that work-life boundaries are respected. This approach allows me to prioritize family and personal time while managing a successful business,” she tells The Chatter Canvas.
Looking Ahead: Future Goals and Industry Trends
The team’s long-term goal for G&H is to become a leading PR agency in Malaysia, offering comprehensive 360-degree services. They aim to expand their presence in the SEA region through partnerships with international agencies, starting with their recent collaboration with Goodbite Asia.
“The future of public relations involves integrated communication strategies, embracing digital transformation, and leveraging data-driven insights. At G&H, we are committed to staying ahead of trends and delivering innovative solutions that resonate with audiences. We envision our firm as a key player in the evolving PR landscape, shaping and adapting to industry changes while delivering exceptional value to our clients.”
Pride in Milestones and Overcoming Challenges
“We take pride in our growth and success, starting from scratch and building meaningful relationships with every client. Overcoming challenges in a competitive market required persistence and a deep belief in our mission. Our solution was to stay true to our core values—honesty, transparency, and dedication—while investing in in our team and fostering genuine client connections,” Inga says.
Advice for Aspiring PR Professionals and Entrepreneurs
For aspiring PR professionals, Inga’s advice is to embrace both the creative and strategic aspects of the field.
“Cultivate strong relationships with media, understand your clients’ needs deeply, and remain adaptable in an ever-evolving industry. Also, don’t shy away from seeking mentorship and learning from both successes and setbacks.
For entrepreneurs, the key is to build a business model that reflects your values and vision. Focus on delivering exceptional value, being transparent with clients, and building a team that shares your passion and commitment. Embrace challenges as opportunities for growth and stay resilient in the face of adversity,” she shares.
The journey of establishing and growing G&H PR Boutique has been both challenging and rewarding. To Inga, it has taught her the importance of transparency, authenticity, and building strong relationships. She firmly believes the firm’s success is a testament to the power of staying true to one’s values and continuously striving for excellence.
“As we look to the future, we remain dedicated to our mission of supporting local talent and adapting to industry changes. Our commitment to delivering exceptional results and fostering genuine connections will continue to drive our success,” she concludes our chat.
The Chatter Canvas , the newest newsletter on the scene, designed to deliver fresh insights from top communications, marketing, and PR experts across Malaysia and the broader region. Whether it’s in-depth commentaries on current trends or actionable strategies for enhancing corporate communication and brand strength, The Chatter Canvas aspires to be your go-to read, ideally enjoyed with a cup of coffee (or tea) in hand.
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