Singapore’s aesthetic industry has evolved beyond quick-fix beauty treatments. As consumers become more conscious about long-term skin and body maintenance, there is growing interest in treatments that combine advanced technology with a more considered approach to beauty and wellness. For Illuminate Medispa, this shift presented an opportunity to introduce its Dempsey-based medispa to a wider audience. With a focus on science-backed aesthetic treatments, personalised care and

对于创业公司来说，商业里程碑不仅是值得团队庆祝的成就，也可以成为媒体关注你的理由。 真正的挑战是： 哪些里程碑值得报道？又应该如何把它转化成记者真正想报道的故事？ 新一轮融资、重要合作、产品发布、市场扩张、客户增长、创办人里程碑、行业奖项等，都可能成为 PR 机会。 但仅仅宣布“我们完成了什么”，并不一定足够。 关键是要把这个里程碑与一个更大的故事联系起来，让它对市场、客户或行业产生意义。 对于新加坡 Startup 来说，这一点尤其重要。 你不一定需要成为一家大型企业才能获得媒体关注。 你需要的是： 好的 Story Angle + 清晰的商业背景 + 媒体真正关心的主题。 什么样的商业里程碑值得媒体报道？ 当一个商业里程碑能够告诉读者一些他们真正想知道的信息时，它就更有新闻价值。 例如： 比较普通： “Startup X 庆祝成立两周年。” 更有媒体价值： “新加坡 Startup 客户数量翻倍后进军马来西亚市场。” 第二个故事提供了更多 Context。 它告诉读者： 发生了什么？ 为什么发生？ 这意味着什么？ 为什么大家应该关注？ 这就是

For startups, a business milestone is more than something to celebrate internally. It can also be a reason for the media to pay attention. The challenge is knowing which milestones are actually newsworthy and how to turn them into a story journalists will want to cover. A new funding round, major partnership, product launch, expansion, customer milestone, founder appointment, or industry achievement can all become potential PR opportunities. But simply announcing what happene

Singapore’s fast-paced lifestyle has created a growing demand for wellness experiences that deliver results without requiring hours out of the day. For busy consumers, finding time for both facial and body treatments can often mean choosing between the two or spending an entire afternoon at a spa. House of Wellness set out to change that with a more efficient and personalised approach to wellness. Founded by former educator Sandra Chua, House of Wellness is a new wellness spa

对于一家创业公司来说，让客户注意到你的企业只是第一步。 真正困难的是： 如何让他们相信你？ 当潜在客户第一次发现一家自己从未听过的公司时，他们通常会问： “这家公司靠谱吗？” “创办人真的懂这个行业吗？” “这个产品或服务值得信任吗？” “其他人认可这家公司吗？” 这就是为什么 Startup Credibility（创业公司公信力） 如此重要。 PR 不只是帮助企业获得媒体曝光。通过 Media Coverage、Founder Profiling、行业专家评论以及 Strategic Storytelling，PR 可以帮助创业公司在客户、投资人和合作伙伴真正联系企业之前，就开始建立市场信任。 对于新加坡的 Startup 和 SME 来说，这一点尤其重要。 新加坡市场竞争激烈，消费者拥有很多选择，而创业公司通常需要与已经经营多年、拥有成熟品牌知名度的企业竞争。 好消息是： 公信力是可以建立的。 而 PR 是创业公司建立公信力最实际的方法之一。 什么是 Startup Credibility？ Startup Credibility...

For a startup, getting customers to notice your business is only half the challenge. The harder part is convincing them to trust you. When people discover a company they’ve never heard of, they naturally have questions: Is this business legitimate? Does the founder know what they’re doing? Can I trust their product or service? Are other people taking this company seriously? This is where startup credibility becomes important. PR can help answer these questions before a potent

Singapore’s activewear market has evolved beyond performance-driven gym clothing, with consumers increasingly looking for pieces that can move seamlessly between workouts, work and everyday life. For emerging activewear brands, standing out requires more than attractive designs—it requires a compelling story that explains why the brand exists and what makes its products different. ALT. ATHLETICA partnered with Saltine Communications to build brand awareness and introduce its

In an increasingly digital world, dating apps and social platforms have transformed the way people meet, communicate and build relationships. However, as digital interactions become more common, many people are also searching for more authentic ways to connect face-to-face. We Are The Socials (WATS) partnered with Saltine Communications to raise awareness of its unique approach to social and dating experiences while positioning the brand within the wider conversation around m

在客户真正购买你的产品或服务之前，他们通常都会先问自己一个问题： “这家公司值得信任吗？” 对于新加坡的创业公司和中小企业来说，这一点尤其重要。客户可以轻松地在 Google 上比较不同企业、查看官网、社交媒体以及其他消费者的评价。 一个漂亮的网站可以让客户注意到你，但不一定能够让他们相信你。 这正是 Public Relations（PR）可以发挥作用的地方。 PR 不只是帮助企业获得媒体曝光。它可以在客户与你联系、预约咨询，甚至看到你的产品之前，就开始建立企业的专业形象和市场公信力。 简单来说： PR 帮助建立信任，而信任可以降低客户最终购买时的犹豫。 PR 为什么能够建立客户信任？ PR 通常被理解为“媒体报道”。 但它真正的价值远不止获得一篇文章。 当别人谈论你的公司时，可信度通常比你自己介绍自己更高。 例如： 企业官网： “我们是新加坡领先的 FinTech 公司。” 媒体报道： “一位新加坡 FinTech 创办人分享企业如何利用科技改善财务管理。” 两者最大的区别在于： 第二种情况增加了第三方公信力（Third-party Cred

Before customers buy from a startup, they usually have one question: “Can I trust this company?” This is particularly important in Singapore, where customers have plenty of choices and can easily compare businesses online. A polished website and social media presence may get someone to your website, but they do not necessarily convince that person to make a purchase. This is where Public Relations (PR) can make a difference. PR helps businesses build credibility before a pote

Singapore’s beverage market is highly competitive, with home-grown brands competing for attention alongside established international players. For an emerging beverage company, having a differentiated product is only part of the challenge. Building credibility, telling a compelling story and getting in front of the right audiences are equally important. Merlyo Beverages partnered with Saltine Communications to increase brand awareness and establish itself as a home-grown Sing

对于创业公司来说，获得媒体报道（Media Coverage）是建立品牌知名度和市场公信力的重要方式之一。 当一家企业出现在新加坡主流媒体、商业媒体或行业媒体上，潜在客户、投资人以及合作伙伴往往会更容易相信这家公司。 但很多创业者都会遇到同一个问题： “我们已经联系记者、发送新闻稿了，为什么还是没有媒体报道？” 如果你也遇到这种情况，问题可能并不是你的公司“不够好”，而是你的故事没有以媒体真正感兴趣的方式呈现。 从故事角度不够有新闻价值，到联系了错误的媒体，再到 Founder Profiling 没有被充分利用，创业公司无法获得媒体曝光往往有一些非常具体的原因。 以下是最常见的7个原因，以及你可以如何解决。 1. 你的故事听起来太像广告 这是创业公司无法获得媒体报道最常见的原因之一。 记者不是在寻找广告客户，他们寻找的是读者真正想看的故事。 例如： ❌ 较弱的 PR 角度： “我们推出了一个创新平台，为新加坡中小企业提供最佳解决方案。” 这听起来更像广告，很难让记者产生报道兴趣。 可以换一个角度： ✅ 更有新闻价值的角度： “为什么越来越多新加

Getting media coverage can be one of the most effective ways for a startup to build credibility, attract customers, and increase visibility in Singapore. But many founders experience the same problem: they send press releases, contact journalists, and pitch their company repeatedly—yet nothing happens. No replies. No interviews. No articles. If this sounds familiar, the problem may not be that your startup is “not newsworthy.” More often, the issue is how the story is being p

Launching a new consumer event requires more than attracting attendees—it requires generating excitement before the event begins. In Singapore’s competitive events landscape, securing editorial coverage from trusted lifestyle and entertainment publications plays a crucial role in increasing awareness, building credibility and driving ticket sales. As the PR agency for Doki Doki Anime Market, Saltine Communications executed a strategic media relations campaign that successfull

对于许多创业公司来说，打造品牌是企业成长过程中不可或缺的一环。 但很多创办人都会有同一个疑问： 到底应该先打造 Founder Branding（创办人品牌），还是 Company Branding（企业品牌）？ 事实上，这两个概念并不冲突，而是在不同的发展阶段扮演着不同的角色。 尤其对于新加坡的创业公司与中小企业来说，创办人的个人品牌往往比企业品牌更容易建立信任，也更容易获得媒体关注、投资机会以及商业合作。 然而，当企业逐渐成长，公司品牌的重要性也会越来越高。 那么，两者究竟有什么区别？创业公司又应该先把资源放在哪里？ 本篇文章将带你深入了解 Founder Branding 与 Company Branding 的差异，以及为什么越来越多新加坡创业公司开始将 Founder Profiling 纳入 PR 策略。 什么是 Founder Branding（创办人品牌）？ Founder Branding 指的是建立创办人的专业形象、影响力及市场信誉。 它的核心并不是推广产品，而是让市场认识「创办人是谁」。 常见的 Founder Brandi

Building a successful business isn’t just about having a great product or service. In today’s competitive landscape, people don’t simply buy from companies—they buy from people they trust. This is why founder branding has become one of the fastest-growing PR strategies for startups and SMEs in Singapore. Whether you’re raising funds, attracting customers, hiring talent, or building partnerships, your personal credibility as a founder can often influence business decisions jus

许多创业者和中小企业主认为，只有拥有雄厚的营销预算或已经建立一定知名度，才有机会登上《海峡时报》（The Straits Times）、CNA、《联合早报》（Lianhe Zaobao）等新加坡主流媒体。 事实上，并非如此。 每年，都有不少初创企业和中小企业成功获得主流媒体报道。真正决定一家企业是否能够获得媒体关注的，并不是公司的规模或预算，而是你的故事是否具有新闻价值（Newsworthiness）。 记者每天都会收到数百封来自企业、公关公司及创业团队的采访邀请。如果你的故事能够回应市场趋势、解决社会关注的问题，或提供独特的行业见解，即使是一家刚成立不久的小企业，也有机会获得媒体报道。 本篇指南将告诉你： 为什么有些小企业能够成功登上主流媒体 记者真正希望报道什么样的故事 预算有限时，如何提高获得媒体曝光的机会 为什么越来越多新加坡创业公司选择灵活、结果导向的公关模式 为什么媒体报道对创业公司如此重要？ 如今，无论是消费者、投资人还是合作伙伴，在接触一家企业之前，通常都会先上网搜索相关资讯。 他们可能会： 在 Google 搜索你的公司 浏览

Many startup founders believe getting media coverage is simply a matter of sending a press release to journalists. Unfortunately, that’s rarely how it works. Every day, journalists receive hundreds of emails announcing new products, partnerships, company milestones, and funding rounds. Most of these pitches are ignored—not because the businesses aren’t good, but because the stories aren’t considered newsworthy. The reality is simple: journalists don’t publish advertisements.

Launching a startup is difficult enough. Getting people to notice it is even harder. Many founders assume that if they have a great product, journalists will naturally want to write about their business. Unfortunately, that’s rarely how media works. Every day, journalists in Singapore receive hundreds of pitches from startups, agencies, and businesses all competing for attention. Most of those emails are ignored—not because the companies aren’t good, but because the stories a

Choosing a PR agency isn’t just about finding someone who can send press releases. The right agency can help your business build credibility, secure media coverage, strengthen founder visibility, and increase brand awareness. The wrong agency can leave you tied to an expensive retainer with little to show for it. For startups and SMEs in Singapore, this decision is even more important. Marketing budgets are often limited, meaning every dollar invested should contribute toward