Member spotlight: Cerelia Lim
When did you become an IABC NSW member and what compelled you to join?
I joined IABC NSW in 2026, shortly after relocating from Canberra to Sydney. I wanted to build new connections and understand the communications landscape here. After attending one of the events, I was struck by how thoughtful the discussions were — and how genuinely warm and generous the people were. It felt like the right community to grow with.
Tell us about your journey in communications – how did this path come about?
My communications journey began in Singapore. I was a year into a science degree when I realised what I really loved was storytelling — understanding people, shaping narratives, and making complex ideas meaningful. I switched degrees and never looked back.
I was lucky to gain early experience in overseas journalism in Timor‑Leste and China, which taught me how powerful and diverse communication can be. After graduating, I joined the public service, where my first role involved managing an internal publication and media relations. I loved interviewing people, uncovering stories that mattered, and finding angles that helped the media — and the public — understand the bigger picture.
What do you love about working in comms?
I love that communications lets you do serious work while still having fun. You can bring a sense of humour into what you do, even when the topics are complex.
What really motivates me is the gap between perception and reality. Businesses don’t always see that difference clearly — and that’s where communicators make a real impact.
It’s meaningful work. We influence how people understand issues, how they respond, and sometimes even how they think. That’s a privilege, and it’s what keeps me excited about this profession.
I love that communications lets you do serious work while still having fun. You can bring a sense of humour into what you do, even when the topics are complex.
What's some of the best career advice you've received?
That our advice is often more welcomed than we think. Communicators sometimes feel the need to “prove” our value, but showing up and sharing your perspective is powerful.
In low‑trust or high‑pressure environments, our ability to understand the business, the stakeholders and the story makes us natural leaders. Our skills are incredibly transferable — and more strategic than many people realise.
If you could add a superpower to your team, what would it be, and why?
Advanced data analytics — especially paired with AI. Data gives us an evidence‑based foundation for our strategies, and AI helps us interpret that data faster and more meaningfully. Together, they elevate the impact of our work and help us make smarter decisions.
What do you think is the biggest challenge facing the comms profession today?
AI. Not because it replaces us, but because it reshapes how information is created, shared and trusted. Communicators need to guide organisations on how to harness AI’s potential while managing the ethical, reputational and societal risks. It’s a huge responsibility — and an exciting opportunity.
What's your best AI hack?
Ask where the information comes from. And don’t hesitate to challenge the output. AI is a tool, not a truth machine — and it gets better when we question it.
How does an IABC NSW membership benefit your career?
It gives me access to people who’ve solved complex problems in creative ways. I’ve learned so much simply by hearing how others approach challenges. And as someone new to Sydney, it’s been a great way to meet people and feel part of a community.
Cerelia Lim has nine years of experience working in government across Singapore and Australia, leading strategic communications and engagement on health, pandemics, infrastructure projects, inclusive policies and programs and the legal and justice system. She is a Campaigns and Strategy Lead with the Department of Communities and Justice, NSW Government.