PR & Communications
Media relations, crisis communications and event marketing for Singapore businesses — third-party credibility, and a plan for when things go wrong.
Media strategy is built around your actual story and the specific journalists who cover your sector — not a bulk distribution list.
The Challenge
Most press releases are ignored because they announce something only the sender finds interesting. Journalists receive far more pitches than they can use and discard almost all of them within seconds. Meanwhile the firms that most need a crisis plan are precisely the ones that have never written one, and end up drafting their first response under pressure with lawyers on the phone.
Seconds
a journalist spends deciding whether a pitch is worth reading
Before
the only sensible time to write a crisis plan
Our Method
The same three steps run through every engagement. Applied to this service line, they look like this.
01
We establish which publications, journalists and industry voices your buyers actually pay attention to — which is rarely the largest outlets.
02
Then what would genuinely change their view of you, and which of your stories carries that weight. Most company news does not.
03
We build the angle, place it with the people who matter, and make sure the coverage is visible to buyers long after publication.
What We Deliver
06.1
Getting your story in front of journalists who cover your sector, framed as something their readers want rather than something you want to say.
06.2
Preparation before the event, and a steady hand during it. The plan is worth more than the response.
06.3
Events that produce relationships and content, rather than a room that was full once.
For the Owner / Principal
Third-party credibility no advertising budget can buy, and a plan for the bad week.
For the Sales Team
Coverage to reference in proposals, which lands differently from self-description.
For the Board
Documented crisis readiness, and a named process if something goes wrong.
Our Approach
01
Journalists do not cover company announcements. They cover trends, data and human consequence. We find which of those you sit inside.
02
Fifteen journalists who cover your sector beat a distribution list of five hundred who do not.
03
A crisis plan written under pressure is a bad plan. Statements drafted calmly in advance hold up far better.
04
A placement that is not surfaced on your own channels and in proposals has a shelf life of about a day.
What You Actually Receive
Concrete outputs, not activity descriptions. Every item below is something you can open, keep and use.
Engagement Shapes
These are the shapes this work commonly takes — starting points for a conversation, not fixed packages. Your actual scope is built after the diagnostic and quoted in writing.
01
When you have no plan and know you should.
02
When you have a story worth telling and no route to tell it.
03
When reputation needs managing continuously, not campaign by campaign.
Fees are quoted in writing after the diagnostic and do not move unless the scope does. We do not publish rate cards because the right scope depends entirely on what the diagnostic finds.
What Happens When
Indicative, and adjusted to your scope. You will have a dated plan before anything begins.
Story audit
Week 1–2
We work out what about your business is genuinely newsworthy — and say so honestly if the answer is currently very little.
Assets & lists
Week 2–4
Press materials, boilerplate and spokesperson preparation built. Media list assembled from journalists actually covering your sector.
Outreach
Month 2+
Pitching begins. Coverage builds gradually; relationships with journalists are slow to form and worth more than any single placement.
Readiness
Ongoing
Crisis plan maintained and rehearsed, monitoring running continuously, coverage reported monthly.
Being Clear Upfront
Most disputes between an agency and a client come from an assumption nobody wrote down. This is us writing it down.
Common Questions
No, and any agency that guarantees editorial placement is either describing paid advertorial or overselling. What we control is the quality of the story, the accuracy of the targeting and the persistence of the follow-up.
We will tell you during the story audit rather than taking a retainer to pitch something no journalist will run. Often the honest advice is to build a track record through content and thought leadership first.
That depends entirely on whether a plan exists beforehand. Clients on Crisis Readiness have holding statements pre-approved and a protocol with named roles, so the first response goes out in minutes rather than hours.
No. Your lawyers lead on legal exposure and we handle communication, working alongside them. We would never issue a statement with legal implications without your counsel signing it off.
Not if it is accurate, and we would not try. What we can do is respond properly, correct genuine factual errors through the right channels, and build enough positive presence that a single item is not the whole picture.
Ready to stop losing deals to firms that are simply easier to find? Book a free 30-minute strategy call — we'll show you where your visibility is leaking before you spend a cent.
