PR Case Study: How Saltine Communications Helped Union Power Stand Out in Singapore’s Competitive Open Electricity Market
- saltinecomms
- Apr 20, 2021
- 5 min read
Singapore’s Open Electricity Market has transformed the country’s energy landscape, giving consumers greater freedom to choose their electricity retailer. While this created new opportunities for energy companies, it also intensified competition as numerous providers entered the market offering similar pricing and services. In such a crowded industry, building trust and establishing market credibility became essential for long-term growth.
As Union Power’s Singapore PR Agency, Saltine Communications developed a strategic PR campaign that positioned the company as more than just another electricity retailer. By focusing on executive thought leadership, innovation in sustainable energy and customer-first values, Saltine Communications helped Union Power secure meaningful media coverage while strengthening its reputation as one of Singapore’s leading electricity providers.
Campaign Summary
Union Power engaged Saltine Communications to increase brand awareness, strengthen corporate credibility and position its leadership team as trusted voices within Singapore’s evolving energy sector. Rather than relying on promotional messaging around electricity pricing alone, Saltine developed a media relations strategy that highlighted Union Power’s business growth, customer-centric approach and vision for the future of sustainable energy. Through executive profiling, thought leadership and strategic media engagement, Saltine successfully transformed Union Power’s corporate story into compelling editorial coverage across business, finance and mainstream media.
Client Background
Union Power is a subsidiary of Union Energy and one of Singapore’s licensed electricity retailers operating within the Open Electricity Market. Since entering the market in 2017, the company has experienced rapid growth by offering competitive electricity plans, transparent pricing and customer-focused services that differentiate it from larger, more established competitors.
Beyond electricity retail, Union Power continues investing in future-ready energy solutions through Union Solar, reflecting the company’s long-term commitment to innovation and sustainability.
The Challenge
While Union Power had established a strong reputation among existing customers, the company faced the challenge of differentiating itself within an increasingly crowded electricity market where pricing alone was no longer enough to influence consumer decisions.
Saltine Communications recognised that journalists were unlikely to cover another electricity retailer simply because of its pricing plans. Instead, the campaign needed to focus on broader conversations surrounding energy innovation, business leadership, sustainability and the evolving needs of Singapore’s electricity consumers.
The objective was to position Union Power as a trusted industry leader while demonstrating the company’s commitment to customer experience and future energy solutions.
Our PR Strategy
As a Singapore PR Agency specialising in media relations and executive profiling, Saltine Communications developed a thought leadership strategy centred around Union Power’s leadership team and long-term vision for the energy sector.
Rather than focusing exclusively on the company’s services, Saltine positioned Executive Director Ellen Teo as an authoritative spokesperson who could provide meaningful insights on Singapore’s Open Electricity Market, female leadership within the traditionally male-dominated energy industry and the future of renewable energy.
Saltine also identified sustainability and innovation as key storytelling opportunities by showcasing Union Power’s investment in green energy initiatives through Union Solar. These broader industry conversations enabled journalists to tell stories that extended beyond corporate announcements while naturally positioning Union Power as an industry expert.
Through targeted media pitching and strategic spokesperson opportunities, Saltine secured interviews across print, digital and broadcast media, allowing Union Power’s leadership to share valuable perspectives with wider audiences.
Media Coverage Secured
Saltine Communications secured media coverage across respected business, finance and mainstream publications while arranging radio interviews that elevated Union Power’s executive visibility.
Executive Director Ellen Teo shared insights on leadership, entrepreneurship and Singapore’s evolving energy landscape through interviews with The New Paper, The Peak Magazine, MoneyFM 89.3 and CNA938 Singapore Today. Additional coverage across Jumpstart Magazine, INDVSTRVS and The Homeground further reinforced Union Power’s reputation as an innovative and customer-focused electricity retailer.
By positioning the company’s executives as industry experts rather than corporate spokespersons, Saltine generated media coverage that strengthened both brand awareness and long-term credibility.
Campaign Results
The campaign successfully elevated Union Power’s visibility across Singapore’s competitive electricity market while strengthening its reputation through earned media coverage.
Beyond increasing awareness, the campaign established Executive Director Ellen Teo as a recognised business leader and industry spokesperson, enabling Union Power to participate in important conversations surrounding energy innovation, sustainability and customer-centric electricity solutions.
The campaign also reinforced Union Power’s positioning as a forward-looking energy company committed to delivering both immediate value and long-term sustainable solutions.
Why This Campaign Worked
This campaign succeeded because it focused on people, purpose and industry leadership rather than electricity pricing alone.
Instead of promoting products, Saltine Communications identified compelling stories surrounding executive leadership, sustainability and innovation that aligned with issues already attracting media attention.
By positioning Union Power’s leadership team within broader discussions about Singapore’s energy future, the campaign created editorial opportunities that generated stronger credibility than conventional corporate announcements.
This strategic approach transformed Union Power from another electricity retailer into a recognised voice within Singapore’s energy sector.
Why Brands Hire Saltine Communications
Corporate brands often possess strong expertise but struggle to communicate it in ways that attract meaningful media attention.
Saltine Communications specialises in uncovering compelling business stories, positioning executives as trusted industry experts and securing media coverage that supports long-term reputation building.
For Union Power, this meant transforming corporate milestones into thought leadership opportunities that strengthened credibility while increasing brand visibility.
This strategic approach is why businesses across finance, technology, energy and professional services choose Saltine Communications to help them build authority through earned media.
Frequently Asked Questions
How can companies in regulated industries secure media coverage?
Businesses operating in regulated sectors can increase media opportunities by focusing on executive thought leadership, industry trends and educational insights rather than purely promotional announcements.
Why is executive profiling important for corporate PR?
Executive profiling positions business leaders as credible experts, helping companies build trust while increasing opportunities for media interviews and thought leadership.
What does a Singapore PR Agency do?
A Singapore PR Agency develops media strategies, identifies compelling story angles, builds relationships with journalists and secures earned media coverage that strengthens brand reputation and visibility.
How did Saltine Communications help Union Power?
Saltine Communications positioned Union Power’s leadership team as trusted industry experts through executive profiling, media relations and thought leadership, resulting in strong media coverage across business and mainstream publications.
Why is thought leadership effective in B2B PR?
Thought leadership helps businesses demonstrate expertise, differentiate themselves from competitors and build long-term credibility through independent media coverage.
About Saltine Communications
Saltine Communications is a Singapore-based PR agency specialising in media relations, executive profiling, thought leadership and guaranteed media opportunities for startups, SMEs and established brands.
The agency has secured coverage across leading publications including The Straits Times, CNA, Business Times, Tatler, Vogue Singapore, The Peak, MoneyFM 89.3 and many more.
Whether you’re launching a new business, expanding into new markets or positioning your leadership team as industry experts, Saltine Communications helps brands earn meaningful media coverage that builds credibility and trust.
As seen on:
CNA 938 - Singapore Today
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