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In-House PR Team of the Year

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Winner
Campaign Title

Client

Corporate Communications Office, Nanyang Technological University
Agency

The young in-house PR team at NTU Singapore led by Dr Vivien Chiong has practised PR with great success through its integrated communication strategy comprising four pillars – earned, owned, shared and paid media – all this done with no increase in manpower or budget over the last three years. One of Singapore’s largest public universities with 33,000 students, 7,000 faculty and staff, and almost 200,000 alumni, NTU has a diverse target audience. Its communication execution strategy is simple – newsy, breezy and easy (to read). Focused on creative communication and backed by solid empirical research, the team has received international recognition for its excellent impact and results. The young team, with almost half below 32 years of age, has won 29 global awards for communication excellence, awarded by professional bodies in the US, Europe and Asia over the last three years. These recognise its achievements in every major area – corporate communication, integrated communication, reputation management, branding, social media, content management, digital communication, media relations and creative communication. All the roles in the team are inter-connected and cross-functional, spanning multiple areas, including internal communication, issues management and crisis communication. NTU Singapore competes with five other local universities for the best students in a small population of just 5 million. The in-house communications team implemented a strategic PR programme from 2011, which was evaluated in 2012, 2013 and 2014.
The aim to have at least 70 per cent of the target audience – current, past and prospective students and parents – have positive perceptions of NTU was met and even exceeded across the four communication pillars. The NTU in-house team has shown how an integrated model of communication can reach out to stakeholders and significantly improve perceptions.

Highly commended
Campaign Title

Client

Changi Airport Group Corporate & Marketing Communications
Agency

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