The Road to EloQ: Combining Passion and Vision

In a world where the communication landscape is continuously evolving, few individuals manage to consistently stay ahead of the curve while inspiring those around them to pursue their dreams. Dr. Tuong-Minh Ly-Le, known to her peers as Clāra, is one such leader. As the founder and managing director of EloQ Communications, a leading public relations and marketing agency based in Ho Chi Minh City, Vietnam, Clāra Ly-Le has carved out an extraordinary path, marked by her dedication to elevating Vietnam’s PR industry to international standards, fostering the next generation of PR professionals, and serving as an inspiration to entrepreneurs worldwide.

The Road to EloQ: Combining Passion and Vision

Dr. Tuong-Minh (Clāra) Ly-Le's journey in public relations began over a decade ago, driven by her passion for communication and her belief in the transformative power of PR. With a focus on the Vietnam and ASEAN markets, she quickly established herself as a trailblazer in the industry. In 2015, Clāra founded EloQ Communications, a company that would not only serve the local market but also connect Vietnam’s growing economy with global brands.

Under Clāra’s leadership, EloQ Communications has thrived. It has become a trusted partner for international clients such as AstraZeneca, Viber, and Techtronic Industries, bridging the gap between global businesses and Vietnamese consumers. What sets EloQ apart is its ability to combine local insights with global best practices, ensuring that every campaign resonates with the target audience while adhering to the highest standards of professionalism.

Clāra’s vision for EloQ was always about more than just business success; it was about making a lasting impact on Vietnam’s PR industry. "My dream is to see Vietnam recognized as a key player in the global PR landscape," she says. "I believe that by working together with international organizations and adhering to global standards, we can elevate the industry here to new heights."

Accolades and Achievements: A Testament to Excellence

EloQ Communications’ success is backed by an impressive array of accolades that underscore the agency’s commitment to excellence. In 2024, EloQ won the prestigious Measurement and Evaluation Award at the PRCA APAC Awards. This recognition speaks volumes about the agency’s dedication to transparency and delivering measurable results for clients. Clāra has always been a strong advocate for using data-driven insights to assess the effectiveness of PR efforts, believing that the true value of public relations lies in its impact on a client’s business objectives.

In addition to this, EloQ was named a finalist for the Health and Wellbeing Award at the same event, further solidifying its reputation as a leader in the field. The agency’s second win at the Tech Behemoths 2023 Awards, in the categories of Public Relations, Social Media Marketing, and Advertising, is yet another testament to its unparalleled service quality and client trust.

For Clāra, these accolades are not just milestones but also stepping stones. "Winning these awards is an honor, but it’s also a reminder that we have a responsibility to continue raising the bar, not just for our agency but for the entire industry in Vietnam," she shares.

Breaking Barriers and Elevating Vietnam’s PR Standards

For Clāra, success in public relations is not just about winning awards or expanding her business. It is about contributing to the elevation of Vietnam’s PR industry. She has long dreamed of raising industry standards by joining forces with international organizations and fostering a collaborative environment where local professionals can exchange knowledge with global leaders.

Her involvement with the PRCA APAC and other international bodies allows her to ensure that EloQ Communications adheres to the highest global standards, all while incorporating local insights to create campaigns that resonate deeply with Vietnamese audiences. She believes that collaboration between local and international PR communities will help elevate Vietnam’s standing on the global stage, positioning the country as a hub for excellence in communications.

However, this vision goes beyond her agency. Clāra is committed to educating the next generation of PR professionals, recognizing the importance of nurturing talent from within. As dean of the School of Media and Applied Arts, she leverages her academic expertise to mentor young communicators, preparing them to excel in an industry that demands both creativity and analytical thinking. “I believe that a strong academic foundation, combined with real-world experience, is key to the success of future PR professionals,” she says.

"My goal is to help students understand that PR is not just about media coverage or social media likes. It’s about creating meaningful, long-lasting relationships between brands and their audiences," Clāra explains. "I want them to see that PR is a powerful tool for change—whether it's shaping public opinion, managing a crisis, or helping a brand build trust with its consumers."

By fostering this understanding, Clāra hopes to cultivate a new generation of PR leaders who will carry forward her vision of excellence and integrity. "The future of Vietnam’s PR industry depends on the young professionals entering the field today. They have the potential to take what we’ve built and elevate it even further."

Her dedication to education and professional development has already made an impact. Many of her students have gone on to become leaders in their own right, working for global brands or establishing successful PR firms. Through her dual roles as a practitioner and educator, Clāra is not just a leader but also a mentor, helping to shape the future of Vietnam’s PR industry.

Elevating Vietnam’s PR Industry: A Vision of Global Integration

Clāra’s dream for Vietnam’s PR industry goes beyond the borders of her home country. She envisions a future where Vietnam is recognized as a leader in the global PR landscape, not just for its creative campaigns but also for its adherence to international best practices. "Vietnam is at a pivotal moment. As our economy continues to grow, so does the need for sophisticated PR strategies that can compete on the world stage," she says.

Clāra is also passionate about raising awareness of the importance of ethics in PR. She believes that as the industry grows, it is crucial to maintain a focus on transparency and accountability. "PR is a powerful tool, and with that power comes responsibility. We must always strive to be honest and ethical in our work, ensuring that we are building trust, not eroding it."

Overcoming Challenges: Lessons for Entrepreneurs

Clāra’s journey to success has not been without its challenges. As a business leader with expertise in public relations and marketing but limited management experience, she had to navigate the complexities of running a company while staying ahead in a rapidly changing industry. "When I first started EloQ, I was learning on the go. Managing a company is very different from managing a PR campaign," she recalls. "But I believe that every challenge is an opportunity to grow, and I’ve learned to embrace that mindset."

Her advice to aspiring entrepreneurs is simple: don’t be afraid to take risks and learn from your mistakes. "Success doesn’t happen overnight. It takes perseverance, resilience, and a willingness to adapt. But if you believe in your vision and are willing to put in the work, the rewards will come."

Clāra also emphasizes the importance of staying true to one’s values. "For me, success is not just about financial growth. It’s about making a positive impact—whether that’s helping a client achieve their goals, elevating an industry, or inspiring the next generation of leaders."

Creating Measurable Impact and Delivering Client Value

One of the key differentiators for EloQ Communications is its commitment to delivering measurable impact for its clients. In a world where businesses are increasingly seeking accountability and transparency from their partners, EloQ has positioned itself as a leader in measurement and evaluation practices. By utilizing data-driven methodologies, the agency is able to assess the effectiveness of its campaigns and demonstrate the tangible value of public relations.

“We believe that PR is not just about generating buzz; it’s about driving real results for our clients,” says Dr. Ly-Le. “Whether it’s increasing brand awareness, managing a crisis, or improving stakeholder relations, our goal is always to deliver outcomes that align with our clients’ business objectives.”

This focus on results has earned EloQ the trust of clients across the Asia-Pacific region and beyond. From multinational corporations to local startups, businesses of all sizes have turned to EloQ for its expertise in navigating complex communication challenges.

A Vision for the Future: Transforming Vietnam’s PR Industry

Looking ahead, Clāra has ambitious plans for both her company and the broader PR industry in Vietnam. She envisions a future where Vietnam is recognized as a global leader in public relations, with local agencies working alongside international organizations to set new standards of excellence.

To achieve this vision, she plans to expand EloQ Communications’ reach, build partnerships with global brands, and strengthen the agency’s expertise in emerging areas such as digital communications, influencer marketing, and data analytics. She also aims to continue fostering the development of young talent, ensuring that the next generation of PR professionals is equipped with the skills and knowledge needed to succeed in an increasingly competitive industry.

“We are at the forefront of a transformative period in Vietnam’s PR industry,” says Clāra. “I want to see our country become a hub for innovation in communications, where local talent can thrive and contribute to the global conversation.”

Her message to fellow entrepreneurs is simple: “Dream big, work hard, and never stop learning. The journey may be difficult, but the rewards are worth every challenge.”

Inspiring the Next Generation of Women Leaders

As a woman leader in a predominantly male-dominated field, Clāra understands the unique challenges that women face in the business world. Yet, she has always approached these challenges with a sense of optimism and determination. "Being a woman in this industry has its hurdles, but it’s also incredibly rewarding. I want to show other women that they can succeed in any field they choose, as long as they remain focused and believe in themselves."

Clāra’s story is one of inspiration not just for women but for anyone who has ever dreamed of pursuing their passion and making a difference. "I hope that my journey can serve as a reminder that with hard work, perseverance, and a clear vision, anything is possible."

As she continues to lead EloQ Communications and shape the future of Vietnam’s PR industry, Clāra Ly-Le remains a beacon of inspiration for entrepreneurs, PR professionals, and leaders alike. Her unwavering commitment to excellence, her passion for education, and her vision for a globally integrated PR industry are shaping the future of public relations in Vietnam and beyond.

In 2024 and beyond, Clāra’s story will continue to unfold, inspiring a new generation of leaders to pursue their dreams with the same dedication, passion, and integrity that have defined her remarkable career.