5 Questions with Richa Ved
Richa is pursuing her Master's in Media and Communications at Nanyang Technological University, Singapore.
She previously graduated in Business and Finance from Warwick Business School and worked in Media Relations and Strategic Communications in London.
As the Public Relations Manager at Project Access International, she oversees the public relations team while building relationships with national, international and university media, manages the blog content for the PA community and is responsible for the global image of Project Access across online and offline platforms. She is driven by PA’s vision of breaking down barriers to access quality education and absolutely loves working with everyone in the PA international community!
If you don’t find her working, she’s probably having a pizza (her favourite!) and a pint somewhere!
1. How did you get into your current role at Project Access?
I first found out about Project Access when I was in the third year of my undergraduate studies. As an international student, I resonated with the idea of a personal mentor supporting you while you navigate the ambiguities and uncertainties during the application phase. So, I quickly signed up as a PA Mentor.
However, there wasn’t much we could help with due to low demands in the post-pandemic era. Soon, I graduated, after which I started working in media management and PR, and forgot about Project Access.
In 2024, I moved back home for a couple of months and was looking for part-time opportunities. I saw Project Access recruiting for a Public Relations Manager - it was right under my belt and I just knew this was the best way for me to get involved again!
I immediately signed up and soon took on the role. I’ve been in the role for over a year now and while we’ve got the ball rolling, I’m excited for all that is yet to come!
2. What is your favourite part of PA?
The people.
The passion.
The community.
I think this is what makes PA what it is today. The sheer love and motivation to make this organisation grow while supporting and appreciating everyone’s individual journeys in life is really what makes being part of the PA community so fulfilling.
3. What’s your favourite movie genre?
I love a good crime, mystery thriller! The best ones are definitely the ones where you think you’ll say “I knew it!” but are left jaw-dropped at the climax.
I’m also a Bollywood buff and do love a good no-brainer sitcom after a hectic day of work!
4. Best study tip?
Two tips I swear by: Time management and reward systems!
As a planner who cannot work under stress, I always begin significantly before my assignment deadlines. This not only helps me be on schedule but also allows me to really take my time for idea generation before it’s time to start writing.
Reward systems work as brilliant motivators no matter what the treat at the end might be - a favourite snack break or a stress-free evening out with my best girls!
5. What role does storytelling play in PA’s communications strategy?
PA makes this one easy. I believe in focusing on real, tangible stories. This may be it stories of mentees or PA members and mentors - and we’ve got tons of them! Every mentee I have interacted with has had the most beautiful, inspiring journey.
“Besides this, storytelling focuses on using organisational insights, data-driven narratives, and macro education landscape changes and their impact. We analyse the issues impacting applicants, the most frequently asked questions, and their biggest worries to consider what is it that they really need?”
Then, we try to build connections and craft our communications in a way that we can make them accessible and widely available to all, beyond just our mentee cohorts.
Storytelling is a tool to inspire, motivate and impact - and we hope to keep doing this better and better through all our efforts at Project Access.