Jolen Consulting (2026)

14/04/2026

📌 Happy Jolen’s 18th anniversary

Turning 18 is a strange place to be. You feel like you’ve grown into something more certain, but at the same time, you start to realise how much you still don’t know.

18 years at Jolen feels quite similar. Not in a big, celebratory way, but in the quieter things we’ve learned along the way, like knowing when to move, and when not to. There were moments we chose to wait instead of reacting, times we kept things small so we could stay close to the work, and decisions that didn’t always look like the fastest way forward, but felt like the right one to make.

Looking back, nothing was built overnight. Just a lot of small calls, made consistently over time, that shaped how we work today.

As we turn 18, we’re not trying to do things louder or bigger. If anything, we’re becoming more certain about doing things our way - staying close, staying considered, and continuing to learn as we go.

To our clients, partners, media friends, and the team, thank you for being part of that journey, in ways both big and small.

Here’s to what’s next. 💙

13/04/2026

📌 Everything moves fast. We choose to stay grounded.

Things move quickly - deadlines, decisions, conversations that don’t wait. It’s easy to think that keeping up means moving faster, responding quicker, always being on. But somewhere along the way, you realise speed isn’t always what makes the difference.

Sometimes, it’s taking a step back before responding. Sometimes, it’s choosing not to react immediately. And sometimes, it’s simply knowing what actually matters, and letting the rest pass without overthinking it.

18 years in, that’s probably what has stayed with us the most. Not how fast we move, but how we choose to move - with a bit more clarity, a bit more intention, and a better sense of what’s worth holding on to.

This April, we’re turning 18. No big statements, just a few things we’ve learned along the way.

👉 Stay with us.

27/03/2026

📌 Why the boutique model matters in the AI era?

As ex*****on becomes increasingly accessible, decision quality has becomes the real differentiator. AI enables speed, but speed is no longer an advantag, it is an expectation.

⚡ In a fast-moving environment, the challenge is not just keeping up, but knowing what truly matters and acting with intention. What organisations increasingly value is clarity: the ability to read context, assess risks, and respond thoughtfully as situations evolve. This is where the boutique model continues to matter.

🤝 With focused expertise and closer collaboration, decisions are not just made faster, but with greater depth, alignment, and care. In high-stakes moments, there is little room for noise, and even less for misjudgment.

At Jolen, we believe smaller teams do not mean smaller impact. They enable sharper thinking, stronger accountability, and more deliberate decisions. 🎯

👉 Do you think scale or the boutique model will be the future of PR?

20/03/2026

📌 3 PR decisions that cannot be automated

AI has made communication faster than ever. Drafts can be written in seconds, and data is always within reach. But in PR, not every decision should be made faster. Some require judgment.

Three of them stand out.

1️⃣ Timing
Knowing when to respond - immediately, later, or not at all. The right timing can shapes how a message is received just as much as the message itself.

2️⃣ Tone of voice
How something is said matters, especially in sensitive situations. A single word can shift perception, particularly under media or regulatory attention.

3️⃣ Appropriateness
Understanding context through cultural and ethical awareness. What works in one situation may not land in another, and missteps here often cost more than any delay.

👉 In your experience, which PR decision is hardest to get right?

08/03/2026

📌 Chúc mừng Ngày Quốc tế Phụ nữ

Trong PR và báo chí, mỗi thông điệp đưa ra công chúng đều bắt đầu từ một quyết định.

Đăng tải hay tạm dừng.
Phản hồi ngay hay chờ thêm một nhịp để giữ gìn niềm tin lâu dài.

Phần lớn những quyết định ấy diễn ra lặng lẽ phía sau hậu trường, nhưng lại ảnh hưởng đến cách câu chuyện được kể và cách một tổ chức được nhìn nhận.

Nhân ngày 8/3, Jolen trân trọng ghi nhận những người phụ nữ đang đứng sau những lựa chọn đó — những người mỗi ngày vẫn kiên nhẫn cân bằng giữa tốc độ và trách nhiệm trong truyền thông.

———

📌 Happy International Women’s Day

In PR and journalism, every message shared with the public begins with a decision.

To publish or to pause.
To respond immediately or wait a moment to protect long-term trust.

Most of these decisions happen quietly behind the scenes, yet they shape how stories are told and how organisations are perceived.

This International Women’s Day, Jolen recognises the women behind those choices — the ones who patiently balance speed with responsibility in communication every day.

06/03/2026

📌 The real edge in modern PR

AI has made communication faster than ever.
Content can be generated in seconds. News spreads in minutes.

But in modern PR, speed alone does not create impact.

The real edge lies in strategic judgement - knowing what to say, when to say it, and sometimes when not to say anything at all.

Throughout this March, we will explore the role of judgement in communications, from how PR professionals navigate complex narratives to the decisions that shape trust between organisations, media, and the public.

Because in communication, timing shapes perception, and judgement builds trust.

At Jolen, we believe thoughtful decisions will always matter more than faster reactions.

02/03/2026

📌 Campaigns come and go. Relationships stay.

In PR, it’s easy to focus on what’s visible - the headline secured, the numbers reported, the moment that “lands”.

But most of what makes those moments possible is invisible.

It’s the off-the-record conversations months before a launch.
The trust built with a journalist long before you need coverage.
The credibility earned with a client through steady, honest counsel - not just good news.

At its core, PR has always been about people.
Campaigns are ex*****on. Relationships are infrastructure. And infrastructure is what holds when things get quiet, or difficult.

At Jolen, we don’t treat relationships as a by-product of strategy.
They are the strategy.

Because reputation isn’t built in a burst.
It’s built through consistent, human connection over time.

What long-term relationships have shaped the way your brand shows up today?

17/02/2026

📌 Happy Tết Bính Ngọ 2026!

A new year begins.

✨ At Jolen, we are grateful for the trust of our clients, the collaboration of our partners, and the openness of the media community we work alongside.

🐴 The Year of the Horse symbolises movement and momentum, and we look forward to continuing the journey with clarity, steadiness, and purpose.

🎉 Wishing you a year marked by positive progress and meaningful milestones ahead.

-----------------------
📌 Chúc mừng Tết Bính Ngọ 2026!

Một năm mới lại bắt đầu.

✨ Jolen cảm ơn khách hàng, đối tác và anh chị nhà báo, phóng viên đã tin tưởng và đồng hành cùng chúng tôi trong suốt chặng đường vừa qua.

🐴 Năm Bính Ngọ là năm của chuyển động và tiến bước. Hy vọng 2026 sẽ mang đến nhiều năng lượng tích cực, những cơ hội mới và những bước tiến đáng nhớ.

🎉 Chúc mọi người một mùa Tết ấm áp, đủ đầy và thật nhiều niềm vui bên gia đình.

13/02/2026

📌 How are Joleners getting ready for Tết?

For us, Tết doesn’t look the same across the team. 👇

Some are travelling back to their hometowns after months in HCMC.
Some are staying put, enjoying a quieter city.
Some are wrapping up client work carefully before logging off.
Others are already counting down to family dinners and uninterrupted sleep.

But across different plans, one thing feels consistent: Tết is a reset in pace, not ambition.

It’s a reminder that behind every campaign, pitch, and deadline are real people with families, roots, and traditions that matter.

Before we close our laptops for the holiday, we asked our team a simple question:
"What matters most to you this Tết?"

Here’s what they shared. 👀
—
Wishing everyone a restful and meaningful Tết - however you choose to spend it. ❤️

11/02/2026

📌 Back to what matters - when noise fades

February brings moments that naturally slow us down.
Tết. Time with family. Fewer meetings. Fewer deadlines. A rare pause in the year.

It’s often during these quieter moments that priorities become clearer.
In our work, it’s easy to focus on outputs - timelines, deliverables, results.
But the work that lasts is rarely built on output alone. It’s built on trust. Judgment. Relationships. The ability to listen before responding.

At Jolen, “what matters” has never been abstract.
It’s the people behind the work.
The conversations before the decisions.
The long-term relationships that make the work possible in the first place.

This month, as Tết and Valentine’s Day overlap, we’re taking the opportunity to step back, not to reset or reinvent, but to refocus.
To return to the fundamentals that quietly sustain good work, good partnerships, and good outcomes.

Sometimes, moving forward starts with remembering what’s worth holding on to.

30/01/2026

📌 Good PR is rarely obvious.

When something goes viral, it feels great. The spike. The moment. The pitch or post that suddenly shows up everywhere.

But most reputation-building work is quieter than that. It happens in weekly work-in-progress meetings. In disciplined messaging, repeated even when there’s no spotlight. In decisions made without fanfare, and without shortcuts.

Virality is exciting.
Consistency is demanding. Sometimes tiring. Often unglamorous.

But consistency is what journalists, clients, and audiences learn to trust.

In PR and communications, you’re rarely judged by your best moment. You’re remembered for how steady you are over time.

So we optimise for this:
• Clarity through repetition, not highlights
• Presence even when performance is flat
• Success measured beyond spikes - did we make the message easier to understand?
That’s how we work at Jolen.

How does your team balance consistency and virality in its communications approach?

21/01/2026

📌 Joleners' new year anti-resolution

As a new year comes around, we often draw up and rely on personal resolutions to better our performance at work.

But while many completely change what they were doing, the Jolen team is going in a different direction by asking ourselves: "What aspect of work would we 'not change'"?

Jolen Consulting

14/04/2026

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27/03/2026

20/03/2026

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17/02/2026

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30/01/2026

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