“Once You're Forgotten, It’s Hard to Make a Comeback”

With more than two decades of hospitality experience under her belt, Ann Autchayawat has firmly established herself among Bangkok's hospitality elite. Transitioning from hotelier to PR guru, Ann has successfully led her boutique PR agency specializing in hospitality, The MarCom Pro, for over ten years.

Ann’s hospitality career initially took flight in operations as a Director of Marketing Services, then became Director of Marketing Communications, to Director of Sales & Marketing and last position in hotel was Director of Rooms before transitioning to communications roles at prominent international brands. This journey equipped her uniquely with dual perspectives, enabling her to deeply understand the requirements of both hotels and their discerning guests. "At The MarCom Pro, we offer genuine hospitality know-how, not just conventional PR services," Ann shared.

Recognizing early shifts in media consumption, Ann swiftly pivoted from traditional platforms toward emerging digital channels like TikTok, Instagram, YouTube, and influencer marketing. "People today rely on social media and influencers more than traditional media when it comes to making a decision. I was fortunate to identify this trend early," Ann explained. Leveraging her robust hotel industry background and relationships, she organically fostered genuine collaborations with bloggers, influencers, and KOLs. "Authentic relationships are key. Our collaborations feel natural—not forced—which delivers tremendous value to our clients," she added.

"Sincerity, consideration, and consistency form the foundation of my approach," she said.

Ann ensures that innovation remains central to her team's approach. Embracing AI-generated content and data-driven strategies, The MarCom Pro crafts campaigns blending media exposure, influential voices, and smart analytics. "Visibility alone isn’t enough today—it’s about fostering meaningful engagement in the right places, with the right audience," Ann emphasized.

Acknowledging the seismic shifts brought about by the digital era, Ann observed how the rise of influencer culture has transformed the media landscape. "Now, anyone with a smartphone can become an influencer or even a billionaire. This fundamentally changes how the media works," she remarked.

This transition has also reshaped how traditional media operates. "Media outlets increasingly favor sponsored content to sustain their businesses," Ann noted. "Our early adoption of influencer partnerships gives clients added flexibility and broader options."

Naturally evolving from these relationships, The MarCom Pro expanded into influencer management. "KOLs and influencers see our genuine engagement approach, which encourages them to partner with us," Ann explained.

Ann is cherished personally—often seen as a big sister figure.

At the heart of Ann's success are authentic relationships. "Sincerity, consideration, and consistency form the foundation of my approach," she said. "I strive to be reliable and supportive, thinking beyond immediate client benefits to include what's beneficial for media and influencers too. Flexibility and a willingness to go the extra mile keep relationships strong."

Beyond her professional reputation, Ann is cherished personally—often seen as a big sister figure. Her engaging personality belies a surprising truth: "I'm actually an introvert," she laughed. "Home is my favorite spot, sipping matcha, browsing the internet, and spending time with my pets."

When stepping out, Ann prefers to let younger friends lead the way. "Hanging out with younger crowds means I don’t have to think about where to go—I just follow along, learn from them, and enjoy the ride," she smiled. Additionally, she stays informed by regularly visiting bookstores, immersing herself in social media, and continuously expanding her social circles.

Before wrapping up, Ann shared essential advice for businesses “When business is down, one common mistake companies make is cutting PR budgets or stopping PR activities altogether. Remember Bill Gates' words, 'If I was down to my last dollar, I would spend it on public relations.' Visibility keeps you relevant. Once you're forgotten, making a comeback is much harder."

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