By hiring Edwards the mainly technology/IT focused agency is trying to expand into media training. "Anne will lead the extension of Pi’s core offering of PR consultancy services for IT/ Tech companies to cover Corporate Media Training, and Print2Broadcast Converged Communications," says Pi managing director Lee Ting Ting. She will train corporate leaders, politicians and public figures engage the media better.
"There are so many leaders who want to be coached on optimized techniques to communicate their representations via the media – be it their brand, intent or (situational) stance of any particular issue. Media training is a highly exclusive, personalized and customized service which Anne Edwards is undoubtedly the best in the market to deliver this," he said.
Edwards comes with over 20 years of experience in journalism, radio and TV broadcasting. She began her career in journalism at The Star, and later "pioneered" TV3’s new fleet of broadcast journalists as a News Anchor - presenting the news in both Malay and English. She gained recognition as a front liner anchor broadcaster at TV3, RTM, NTV7, Astro and Bernama TV.
Among the many prominent world leaders that Edwards has interviewed during her career as a journalist are Aung San Suu Kyi, Barak Obama, Gloria Macapagal Aroyo, Lee Kuan Yew, Nelson Mandela, Mahathir Mohamad, Tony Blair and the Yasser Arafat.
In 2003, Edwards left the media to serve former Prime Minister Mahathir Mohamad at the Perdana Leadership Foundation think-tank. Her comeback in 2006 saw her in the role of Executive Producer at Astro, and later at Bernama Radio 24 and Bernama TV as head of production, news, current affairs and programmes.