Bestminds Academy is Reaching Generation Alpha Through Education That Speaks Their Language with PR Agency Saltine Communications

Step into Saltine’s journey as Bestminds Academy’s PR agency, where we worked to spotlight not only their tuition services but also the thinking behind how they connect with Generation Alpha learners. By curating timely story angles and exploring conversations around TikTok, digital learning habits, and shifting attention spans, we positioned Bestminds Academy as an educator that understands how students learn today. Through thoughtful pitching and meaningful media conversations, we helped share how innovation in the classroom can stay rigorous while remaining relevant to a new generation.

Bestminds Academy wanted to demonstrate that innovation in education does not mean lowering standards. Instead, it can mean rethinking delivery, engagement, and connection. From tutors retaking O Level examinations to stay close to syllabus demands, to using platforms like TikTok to explain academic concepts in relatable ways, Bestminds was already experimenting with new approaches. The challenge was communicating this in a way that felt credible rather than gimmicky.

Saltine positioned Bestminds Academy and its founder, Kenny Yap, as educators who understand both academic rigour and digital relevance. The narrative focused on tutors who actively immerse themselves in the same academic experiences as their students, even retaking national examinations to stay aligned with evolving syllabus demands.

We also leaned into the broader discussion around digital learning. Instead of framing TikTok as a distraction, the angle explored how short form content can become a bridge to deeper understanding when used thoughtfully. This allowed Bestminds to be part of a larger national conversation about how learning is evolving. By grounding the story in real classroom practices and educator perspectives, the coverage remained practical and authentic.

The New Paper spotlighted Bestminds Academy’s tutors who retook O Level examinations and used TikTok to connect with students, framing them as educators willing to stand alongside their students rather than lecture from a distance. 8world explored how Generation Alpha learns, bringing Bestminds into a broader discussion about changing learning behaviours and parental concerns.

MoneyFM featured the academy in a conversation about how educators are rethinking strategies in response to platforms like TikTok and viral trends, showing how schools and tuition centres can stay relevant. CNA938 examined whether educational TikToks can become powerful learning tools, giving Bestminds the opportunity to share their perspective on digital engagement and academic responsibility. On e27, a contributor article expanded the discussion into the future of education, highlighting how short form content and evolving digital habits are shaping the next generation of learners.

Together, these placements positioned Bestminds Academy as forward thinking yet grounded, willing to innovate while remaining accountable to results.

The coverage helped shift the narrative from “Is TikTok ruining education?” to “How can educators use the tools students already engage with?” It also reinforced the idea that strong teaching is not about following trends blindly, but about understanding student psychology and adapting methods thoughtfully.

Education will continue to evolve alongside technology and culture. Through this campaign, Saltine helped Bestminds Academy contribute meaningfully to that evolution by sharing real experiences from the classroom and sparking wider conversations about how Generation Alpha actually learns.

Saltine Communications is proud to be Bestminds Academy’s PR agency on record for this campaign in Singapore. We’re honoured to be able to celebrate our clients’ achievements alongside them as their dedicated PR agency in Singapore and Southeast Asia! Drop us a note at hello@saltinecomms.com to find out how we can get your brand onto the media at affordable rates.

Media Features Secured

• The New Paper (Stomp)

• 8world 

• MoneyFM  

• CNA938  

• e27