If you are an entrepreneur, SME owner, or just looking to home your media skills, this webinar will help you understand the fundamentals of brand communications & public relations. You will learn the fundamentals of brand communications, how to build a purpose-driven narrative alongside a media strategy, and how to get media coverage for your business. We will also cover what it means to run a PR campaign and what angles are most likely newsworthy.

2. AGENDA
1. Getting started: Purpose-driven
brand communications
2. How the Singapore media landscape
works - why do some stories get
covered while others don’t?
3. How to find, craft, and sell
newsworthy stories?
4. How to build a long-term plan
across owned, earned, and paid
channels for your business?

3. THE WORLD IS NOISY AND WILD
WHY WOULD ANYONE PAY ATTENTION TO YOU?

4. IS YOUR BRAND POSITIONED
TO STAND OUT?

5. BRANDING IS NOT JUST
● A LOGO OR A TAGLINE
● A WEBSITE
● OR YOUR PRODUCTS AND SERVICES
BRANDING BEGINS WITH STRATEGY

6. BUILDING A
PURPOSE-DRIVEN BRAND
The art of storytelling is ever more
critical to navigate through a cluttered
media environment.
Creativity and content are at the heart
of effective storytelling as it forms the
foundation of brand reputation and
relationship building with your target
consumers.

7. UNDERSTANDING WHAT
‘PURPOSE-DRIVEN’ MEANS
At the heart, what defines the purpose
of the brand?
● What are your brand values?
● What distinguishes your brand from others?
A compelling purpose-driven brand story speaks
to the hearts and minds of your target audience
and will connect with them on a deeper more
emotional level. It helps people understand why
your brand exists and adds value to their lives,
beyond mere business transactions.

8. Starbucks
‘One person, one cup and one
neighborhood at a time’
Coca-Cola
“Open Happiness”
A LOOK AT SOME BRANDS & THEIR PURPOSE
Nike
‘Just do it’

9. FROM PURPOSE TO
‘PURPOSE STATEMENT’
The purpose statement is not your company’s mission,
vision or values.
It is an internal statement, which cuts the fluff, and
crystallises ’why we exist’, and that goes beyond just
making a profit.
There are no frameworks or models,
but there are guidelines:
1) Meaningful and relevant content to a diverse
group of stakeholders
2) Simple, authentic language
3) Based on something we can deliver credibly and
distinctively
4) Forms the fundamentals for all strategy

10. SOME PURPOSE STATEMENTS
Crayola
Encourages children to be
creative, and enabling parents
to inspire them
Muji
Promotes simplicity and moderation,
humility and self-restraint, as well as
supports the serenity and natural state
of the environment
Dove
Discovers the value of ‘real’
beauty and seeks to improve
self-esteem worldwide

11. Purpose At the very core of your brand
Why do you exist? What value do you
serve?
Developing the
Communications narrative
How are we going to
articulate the brand?
Driving with content
Organizing content & campaigns
stemmed from the communications
narrative
Communications
Narrative
Content-driven
initiatives
The narrative will guide all content form, brand tagline, social media content,
microsite stories, press releases and media angles
BRAND COMMUNICATIONS FRAMEWORK
Brand
purpose

12. WHAT IS PUBLIC RELATIONS?
”Public relations is a strategic
communication process that builds
mutually beneficial relationships between
organizations and their publics.” *
It is NOT:
✗ Advertising
✗ ‘Free’ media coverage
✗ Less or more important than digital
marketing (It’s complementary)
*Public Relations Society of America, 2012

13. THE VARIOUS DISCIPLINES OF PUBLIC RELATIONS
Media Relations Investor Relations Lobbying Public Affairs
Crisis Communications
& Preparedness
Influencer
Management
Government Relations CSR

14. WHY IS MEDIA RELATIONS
IMPORTANT?
1. It builds brand equity, reputation
and thought leadership
2. It manages the release and spread
of information between an
organisation & the public
3. It is part of a larger marketing mix
to grow revenue or generate leads.

15. HOW DOES MEDIA
RELATIONS WORK?
1. Understand the narrative’s objectives
2. Understand key targeted media
3. Relationship building with key media
personnels
4. Pitch, pitch and pitch
5. Follow up on pitches

16. SINGAPORE MEDIA LANDSCAPE
Singapore scores fairly low on the World Press
Freedom Index, with the state keeping a tight
rein on socio-political commentary and news in
the socially conservative city state.
However, in the lifestyle beat, writers have a
relatively freer hand in journalism. While
having good media relations are prized,
editorial integrity is still fairly high.
As Singapore goes digital, traditional media
are reinventing themselves, and the money is
now in digital.

17. WHY DO SOME STORIES GET COVERED?
75% of journalists surveyed feel like less than 25% of the pitches they receive are relevant.*
Relevant & timely Expert Opinion/Op-Eds
*Cision’s 2019 State of the Media Report
What are some trends of stories that get covered?

18. WHY DO SOME STORIES GET COVERED?
‘New’ Social trends
What are some trends of stories that get covered?

19. WHY DO SOME STORIES GET COVERED?
Bluechip brands/product launches Exclusives
What are some trends of stories that get covered?

20. WHY DO SOME STORIES GET COVERED?
CSR-related
What are some trends of stories that get covered?
Corporate news

21. HOW TO GET STARTED
1) RESEARCH YOUR PITCH
● Has it been written before? Are there any third
party data which can be supplemented to
create a more holistic story?
● Which are the publications/types of platforms
you want to pitch to? Who are their
audiences?
2) FIND THE RIGHT JOURNALISTS AND BEATS
● Who are the ones who have written on similar
stories and how is your angle relevant to their
beat?
3) FIND YOUR HOOK
● The who, what, when, where, what and how
● Why should somebody care?

22. HOW TO GET STARTED
4) ANTICIPATE THEIR NEEDS
● Prepare materials that the media may ask
for, eg photos, quotes, additional facts
● Additional expert opinions & interview
availability
5) PITCH
● Introduce yourself - connect on a personal
level
● Ask questions - they may have something
else in mind!
● Don’t be needy!
● Offer exclusives where possible
● Follow up
Remember, the relationship is mutually beneficial, building
relations goes a long way.

23. MATERIALS TO PREPARE
● Pitch Note
A tailored email pitch to a particular
journalist/editor. 3 - 4 paragraphs long
● Media List
This includes targeted media outlets and journalists
that one is pitching to
● Press Release
Usually reserved for major announcements and is
sent to all relevant journalists/editors
● Media Invite/Media Tasting
An invitation to an event reserved for the media and
are often used for brand/product launches and sent
to all relevant journalists/editors
● Fact Sheet
A 1-pager with key essential information about the
company, information can include event details,
website, download links, menu, etc

24. HOW TO WRITE A PITCH NOTE
● Email Header:
Keep it short, tell them what’s in it, and include keywords i.e
event, date, type of email
● Opening Paragraph:
Customize it for the recipient ‘Understand that you write
extensively on the HR beat..’ or ‘I recently read an article
that you wrote, and it was about…’
● Second - Third Paragraph:
Include the the who, what, when, where and how (Where
applicable)
● Fourth Paragraph:
Offer options eg different story angles, or other topics your
spokesperson can speak on
● Fifth Paragraph:
Reiterate the ask and acknowledge next steps.
● Additional Info (Optional):
Spokesperson bio, media release, etc

25. SAMPLE OF A PITCH NOTE
Dear xxx,
Understand that you write extensively on the HR beat at Human Resources Online, and recently on
how companies should upgrade their HR tech or risk losing potential Gen Z applicants. I am
representing AAA, a professional learning education platform. AAA works with BBB Asia among
others, to build leaders ready to tackle digital challenges of tomorrow.
BBB just released a latest study, ‘People and Machines’. It covers topics how the impacts of
technology, such as AI & automation, affect the workforce in terms of improved efficiency, job
creation and reskilling of existing employees.
Some key statistics from the report:
● Among employers that have introduced AI & automation in the last five years, more than
two-fifths (43%) report job creation, and slightly fewer (40%) report job destruction.
● ...
The report also discusses the role which the HR function plays in bringing AI & automation and the
workforce together.
John Doe, Managing Director of AAA, and Cathyl White, Head of BBB training will be able to share
more on their insights of HR tech trends, and how the HR function can help companies navigate
through digital transformation.
Both John and Cathyl would be in town this week, and I could arrange a meet and greet with them
at your convenience. Attaching their bios below.
Customize it for your
reader + introduce
yourself
The ‘why’
The offer
Call to action

26. CUSTOMIZING THE PITCH
HR Publications:
John and Cathyl can speak with you about how workplaces
can shape HR policies to help employees adjust for digital
transformation, such as reskilling, upgrading of skills and
adapting to new norms.
Business Publications:
John and Cathyl can share how companies like CCC and
DDD have benefited from AI and automation, resulting in
higher productivity and employee satisfaction.
Tech Publications:
John and Cathyl can share with you how technology
advancements and human centric policies can help build
workplaces of tomorrow.

27. HOW TO WRITE A MEDIA INVITE
Email header: Keep it short, tell them what’s in it, and
include keywords i.e [Media Invitation], event title, date
and time
Opening paragraph (optional): Customize it for the
recipient ‘Understand that you recently wrote about…’
Second - third paragraph: Include the the who, what,
when, where and how (Where applicable)
Fourth paragraph: Reiterate the event, RSVP details
Details of invite: name of event, address & time

28. SAMPLE OF A MEDIA INVITE
Media Tasting: AAA Seafood Restaurant - Nearing their 100th year milestone, Third Generation
Hawkerpreneurs preserve their authentic Teochew cuisine
Third generation hawkerpreneurs from the original lineage of this authentic Teochew restaurant
situated at Tiong Bahru, have succeeded their parents and taken over the wok and ladle at AAA
Seafood Restaurant, hoping to carry it into their 100th year milestone and beyond.
Established by Grandfather Goh Ah Fook in 1919, they opened their first stall at the very heart of the
Teochew enclave in Chinatown, selling traditional Teochew style tze-char dishes. Under the
ownership of the third generation family members, Goh Ah Mui and her siblings, they are committed
to keeping true to the taste of traditional Teochew cuisine, while constantly innovating and introducing
original dishes to their menu.
Their latest original creation includes Crab Yam Beehoon, a first in Singapore, where fresh Sri
Lankan crabs are stir-fried in Yam Beehoon, instead of the commonly used vermicelli version, adding
a tinge of yam sweetness to the broth. Other traditional Teochew dishes include Chilled Jelly Pork,
Claypot Fish Maw Soup, Teochew Braised Duck and Steamed Pomfret. Characterized by a
lighter and more delicate taste, there is less usage of sauces and oil in cooking traditional Teochew
cuisine, which makes high quality and fresh ingredients an absolute importance in the preparation
process.
There is no better way to indulge in the true Teochew culture than to try these authentic Teochew
dishes yourself. So save the date on your calendar, and join us for an exclusive tasting at AAA
Seafood Restaurant!
Snazzy, eye-catching
headline
Social trends as the hook
The ‘why’
Call to action

29. BUILDING A LONG TERM PLAN

30. CREATING A MID-LONG TERM
PR x MARKETING PLAN
Identifying the first story angle and winning the first
pitch may be easy
However, the same angle should not be recycled and
reused again for future pitches.
How do you then create a mid-long term plan to
ensure a constant share of voice in the media?
How can your PR plan complement your marketing
mix (Owned, earned & paid) to drive business goals?

31. First, start with defining your objectives,
and business activities into a mid-long
term plan
Working backwards, how are we going
to measure them?
Then, what strategies, tactics and
channels should we use to get there?
CREATING A MID-LONG TERM
MARKETING PLAN

32. EXAMPLE OF A MARKETING PLAN FOR A RESTAURANT
MONTH JUNE JULY AUG SEPT OCT NOV DEC
Business
activity
Prep for launch
of restaurant
Official opening Launch full menu NA NA Thanksgiving
Menu
Christmas menu
Goal Prep marketing
assets
Official
opening, invite
media, biz
contacts
Target 40%
capacity on peak
Target 50%
capacity on
peak
Target 60%
capacity on peak
Drive
thanksgiving
reservations;
target 80
tables
Drive Christmas
& NYE
reservations;
target 100
tables
Marketing
activities
Get restaurant
on Grabfood,
Chope
Tenant, Chope
and Grabfood
to promote
opening
National day
promotion
Launch
Thanksgiving
menu
Launch
Christmas menu
Social +
Paid
Set up FB, IG &
Website
Announce
opening on
social + paid
ads
Social media ads
for National day
promo
Improve SEO +
experiment
SEM
Improve SEO +
experiment SEM
Social media
ads for
Thanksgiving
Social media
ads for X’mas
PR

33. EXAMPLE OF A MARKETING PLAN FOR A RESTAURANT
MONTH JUNE JULY AUG SEPT OCT NOV DEC
Business
activity
Prep for launch
of restaurant
Official opening Launch full menu NA NA Thanksgiving
Menu
Christmas menu
Goal Prep marketing
assets
Official
opening, invite
media, biz
contacts
Target 40%
capacity on peak
Target 50%
capacity on
peak
Target 60%
capacity on peak
Drive
thanksgiving
reservations;
target 80
tables
Drive Christmas
& NYE
reservations;
target 100
tables
Marketing
activities
Get restaurant
on Grabfood,
Chope
Tenant, Chope
and Grabfood
to promote
opening
National day
promotion
Launch
Thanksgiving
menu
Launch
Christmas menu
Social +
Paid
Set up FB, IG &
Website
Announce
opening on
social + paid
ads
Social media ads
for National day
promo
Improve SEO +
experiment
SEM
Improve SEO +
experiment SEM
Social media
ads for
Thanksgiving
Social media
ads for X’mas
PR Invite media/influencers to tasting,
schedule follow ups
Invite media &
influencers for
Thanksgiving &
xmas tasting

34. BUILDING A LONG TERM PR EDITORIAL
CALENDAR TO ENSURE CONSTANT SHARE OF
VOICE
Building off your brand’s purpose, what are the
messaging themes which helps you articulate your
brand?
In our approach towards building a long term PR
plan, we will build a framework of potential story
development across different story themes.

35. EXAMPLE OF AN EDITORIAL CALENDAR FOR AN
RESTAURANT
Month/
Themes
Jul-Aug Sept-Oct Nov-Dec
Festive National Day (ST,
CNA, TODAY, etc)
Thanksgiving,
Christmas menu (8
Days, Sethlui)
Promotions/
giveaways
Retail promotional
offerings (Buro 24/7,
Lifestyle Asia, etc)
Christmas
giveaways/challenge
s (Honeycombers,
Citynomads, etc)
People/
Leadership
Founder-chef’s profile
(Mothership, One FM)
Health New healthy
offerings in CBD
(ST, BT)
Tech New restaurant-tech to
improve productivity
(Techinasia)

36. PR STORY DEVELOPMENT APPROACH
Create Anticipate Reactory Amplify
● Media invites
● Content
co-creation with
other partners
● Bylined articles
● Pitch notes
● News
announcements
● Monthly editorial
calendar
● Special and
seasonal pitching,
such as
Christmas, school
holidays etc
● Thought
leadership
commentary and
pitch notes
● Newsjacking
industry and
competitor news
● Amplify earned
coverages
through tactical
media buy on
social media
channels

37. GENERAL NEWS LIFESTYLE FILM &
ENTERTAINMENT
https/
BUSINESS
PUBLICATIONS TO NOTE

38. Lifestyle
https/
SOME JOURNALISTS IN SINGAPORE
Wee Teck Yeoh
TNP, Features & Entertainment
weeteck@sph.com.sg
Benita Lee
Editor,Honeycombers
benita.lee@thehoneycombers.com
Christopher Lim
Digital Editor, Business
Times
limchris@sph.com.sg
Food
Jie Ying Yip
8 Days, Senior Writer
yipjieying@mediacorp.com.sg
Deanna Lim
Deputy Editor, Sethlui.com
Deanna@Sethlui.com
Technology
Ng Chong Seng
Hardwarezone,
Contributing Editor
csng@sph.com.sg
General News
Jeanette Tan
Deputy Editor, Mothership
jeanette.tan@sph.com.sg
Melissa Heng
Consumer Journalist,
Straits Times
melheng@sph.com.sg

39. FINAL THOUGHTS

40. BRAND COMMUNICATIONS PROCESS
Insights
Themes
Character
Target audience
Purpose Statement
How do we
say it A
Proof point A
How do we
say it B
Proof point B
How do we
say it C
Proof point C
Brand messaging

41. PURPOSE DRIVEN BUT…..?
Innovation Communications Brand experience love

42. THE ROAD AHEAD
● Changes to the digital media landscape
is giving rise to diverse media channels,
micro-platforms & micro-journalism
● Investing in a data-driven approach to
understand your buyer persona &
customer journey, improving your PR
editorial calendar and digital content.

43. “Starting and
being consistent
and not giving
up is more
important than
being brilliant.”