KUALA LUMPUR: For communications consultancy firm Pat-Lin Communications Sdn Bhd, people are the fuel that sustains the company.

Managing director S.S. Patricia said employees are the key asset to the company, together with effective work flow systems that will empower them to help build its brand.

"Our client's impression of the capability of the company is measured by the experience of the servicing team," she said in an email interview with Business Times.

According to Patricia, resource optimisation is a continuous focus for the company to ensure that team members are given the necessary guidance to be able to manage projects independently.

"We have always ensured that our team is trained to be adaptable and versatile to handle clients from various industries," she said.

Given that each team may have its own skills and may be more adept with certain industries, versatility allows for a greater measure of flexibility, independence and productivity, she added.

Established in 1992, Pat-Lin Communications has been working closely with clients from the lifestyle, healthcare, business and finance industries.

Apart from leveraging on core expertise in media relations, the company also synergises, personalises and delivers strategic and tactical communication programmes to effectively meet clients' corporate, brand and product communication goals.

Today, a wide range of platforms and channels including new media solutions are deployed to engage with its target audiences.

The main challenge faced by Pat-Lin Communications is to find a pool of good and experienced talent as public relation industry is a highly personalised and people-centric business.

To overcome the challenge, Patricia said the company continues to place emphasis on retaining talent from within the organisation and grow them into more senior positions as well as seek high performing and potential new graduates.

"Training on the job is essential," she said.

Pat-Lin Communications expects to increase its revenue by about 20 per cent each year within the next three years.

Moving forward, it will be looking at increasing its staff strength and exploring global affiliation with a suitable agency grouping.

"By way of 'export', we will continue to seek and explore the needs of our clients in their various market centres outside Malaysia and to help them achieve their communications via our partner agencies," Patricia said.

Among its clients are BOH Plantations, MSD, Pfizer, Vista, Tollyjoy, Mr Paintman, Scholl, Reckitt Benckiser, Spire Research & Consulting, Qdees and Magna Prima.

Pat-Lin Communications clinched the 13th spot among 50 companies in the Enterprise 50 Award 2011.