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Karrie Leung Public Relations
01
Social Media
I created content for clients' social media accounts across Instagram and TikTok.
I drafted on-brand content designed to strengthen engagement and foster positive audience sentiment. This meant staying closely aligned with each client's voice and brand guidelines while finding ways to keep their audience actively engaged.
02
Influencer Research & Strategy
I conducted influencer research and presented recommendations backed by evidence that evaluated each influencer's content style, niche, and audience engagement to build a clear case for why a partnership made sense. Whether that meant a hotel stay or a comped dinner.
When an influencer was confirmed for a restaurant visit, I created templates outlining who they were, what their content style and niche were, their deliverables, the comped items, and what they would receive and be responsible for. This ensured clients knew exactly who was coming, staff were properly prepped and influencers had a smooth, positive experience from arrival to departure.
This work taught me that PR, especially in influencer partnerships, is largely about being the behind-the-scenes organizer for both sides of the relationship. If something goes wrong- a miscommunication, an unprepared client, an influencer left without clear expectations, it can damage the agency's reputation and jeopardize future partnerships.
03
Content Production
I developed detailed shot lists for on-site content days that were approved and sent to clients in advance. This helped to ensure everyone came prepared on the day of the shoot. Clients knew what materials to bring, models understood how to prepare, and our team had the right props, cameras, and equipment ready to go. These sheets were also printed for both KLPR and clients to reference on-site, ensuring the shoot ran efficiently. Aside from efficiency, this helped both parties to maintain brand consistency and high production quality across every deliverable. I also had the opportunity to pitch and collaborate with the team on creative concepts that helped translate ideas into polished, client-ready content.
04
Analytics & Reporting
I monitored influencer coverage and tracked engagement metrics using Sprout Social, pulling influencer materials and deliverables into the platform to inform future content and partnership decisions. These analytics also contributed to quarterly (Q1–Q4) results and presentations of work generated, which were shared directly with clients. Seeing firsthand how data shaped the PR and influencer space taught me that while creative direction and niche audience fit matter, engagement numbers and analytics are what ultimately support and validate a strategy. It gave me a deeper understanding of how PR agencies operate behind the scenes.