Agency Profile: Pinpoint PR (Singapore)

Agency Profile: Pinpoint PR (Singapore)

Telum is looking to highlight the diverse and vibrant agencies in the Southeast Asian PR agency landscape in upcoming editions of our PR Alert. We want to encourage networking, business opportunities, and to celebrate the great initiatives being worked on around the region. If you'd like your agency to feature, get in touch.

What services does Pinpoint PR offer?
We are a public relations consultancy that is known for our well planned, strategic approach to public relations. We are award-winning for our stakeholder communications and advocacy, which is a reasonably long-term proposition.

What size is Pinpoint PR (based on headcount, client-base, practices, etc)?
We are now 12 people, mainly senior associates and above, plus regular freelance journalists. We offer brand positioning, reputation management, event publicity and marketing. Our practices are to position through stakeholder relations, thought leadership, media relations, social media, and community engagement. For content development, we offer research, whitepapers and editorials, copywriting, video, podcasts, and graphics, along with AR & VR engagement tactics for social media.

Where does Pinpoint PR have an office?
We had one for years at Arab Street, but today we entirely work online, which we set the company up to do, so it was a pretty easy transition for us during the pandemic.

Do you have a particular area of focus? (e.g. tech, hospitality, finance)?
Tech and science, software and hardware, innovation, deep tech, emerging tech, enterprise tech and science PR. We are B2B, and we work with both public and private entities.

Who is the founder and why did they start Pinpoint PR?
Illka Gobius started the agency because she loves science and tech and wanted to cater to the growing needs for comprehensive comms of the tech and scientific community in Singapore.

Tell us about the leadership team.
Illka leads both the business and the team, working alongside two senior account managers, as well as a few senior journalists. Recently, we’ve also hired a few junior associates to help carry the load. We are not dependent on juniors because we use a lot of technology to do what the juniors traditionally did in an agency.

What is next for Pinpoint PR? What is the five-year goal?
We are growing rapidly; we aim to be the premier PR agency for emerging tech and science researchers to work with.

In a sentence, describe your ideal relationship with a journalist.
Our relationship with the media is more important than our relationship with the client. If we didn’t have that relationship, we wouldn’t attract clients. So we invest in our relationships with journalists. For one client we were having a particularly difficult time engaging journalists, who didn’t understand the client’s proposition. So we hired two of the target senior journalists to write editorial content for the client, which we then pitched. Now the client attains a score of media mentions each quarter, instead of less than five, which was the case a year ago.

Tell us about a campaign you are currently working on or are particularly proud of.
We are about to publicise a startup that is applying biological intelligence to the artificial: they have successfully synthesised human brain neurons and computer chips to create a living being, dishbrain, that taught itself to play the game Pong, opening a new field of research.

Any key PR trends Pinpoint PR is keeping an eye on?
Virtual reality. We had a taste of it two decades ago with Second Life, but with 5G coming into play, and with the amount of digital transformation taking place for data streams and analytics, we truly can’t imagine what’s to come - Ready Player One?

What skillsets do you look for in new hires?
We hire based on psychographics. We look for people with PR experience who play games, because they understand strategy and have a desire for success. And people that read anything, especially the news, because then they have a better understanding of what we seek to achieve for our customers.

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