Heicoders Shape a Clearer Conversation Around AI Upskilling with PR Agency Saltine Communications
- saltinecomm
- Feb 2
- 3 min read
Artificial intelligence has quickly become part of everyday work, but clarity around what skills actually matter has lagged behind. This was the challenge Heicoders Academy set out to address, and one that Saltine Communications supported through a focused media strategy that cut through the noise around AI hype and positioned Heicoders as a credible voice in future ready education.
The goal was not to add another loud opinion to the conversation, but to bring clarity. Heicoders wanted to explain the difference between surface level AI familiarity and skills that hold long term value, especially as agentic AI begins to move from theory into real world applications.
Instead of positioning AI as a single monolithic skill, we focused the narrative on practical distinctions. This included the difference between AI users and AI builders, the risks of false upskilling, and why agentic AI represents a meaningful shift in how work will be done. We also anchored the story in real data and policy context, including Singapore’s National AI Strategy 2.0, to ensure the conversation stayed grounded and relevant.
Another key part of this journey was Saltine’s press release announcing Heicoders Academy’s partnership with Manus AI and the launch of GA100, Singapore’s first hands on AI agent upskilling course. Saltine curated the release to clearly explain what agentic AI is, why it matters now, and how the programme moves learners beyond basic prompting into real world application.
Rather than leading with buzzwords, the release focused on practical outcomes such as building and deploying autonomous agents, gaining a recognised WSQ certification, and applying skills directly to business use cases. This clarity helped media outlets quickly grasp the relevance of the collaboration and ensured consistent messaging across different publications.
The story gained strong traction across business, technology, and mainstream platforms. Heicoders was featured on MoneyFM in an in-depth podcast discussion that explored employability, AI anxiety, and how professionals can make smarter upskilling choices.
Regional and global tech publications including TechNode, IT Brief Asia, CFO Tech Asia, Security Brief Asia, News Flash Asia, and Kr Asia covered the Heicoders’ collaboration with Manus AI to launch agentic AI upskilling programmes in Singapore. These features highlighted the growing importance of agent based systems and the need for structured, applied learning.
Beyond pure tech coverage, Fzine brought the conversation into a cultural and generational context, linking AI skills, unemployment anxiety, and Gen Z’s relationship with work. Together, these features helped position Heicoders as both a technical authority and a thoughtful educator responding to real workforce concerns.
The coverage reinforced Heicoders’ role as a trusted guide in a crowded and confusing AI education landscape. Rather than promoting AI learning for its own sake, the narrative consistently returned to outcomes, relevance, and long term employability.
By addressing both individual learners and organisations, the campaign helped elevate the conversation from short term tool adoption to deeper questions around capability, productivity, and trust in AI driven workplaces.
At Saltine, we believe strong education stories are about clarity, not complexity. Working with Heicoders Academy allowed us to shape a conversation that meets people where they are, acknowledges their uncertainty, and offers a clearer path forward. As AI continues to evolve, helping audiences understand what actually matters will remain just as important as the technology itself.
Saltine Communications is proud to be Heicoders Academy’s PR agency 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.
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