Our Expertise
Media Relations
A media relations agency in Singapore secures earned media coverage by building journalist relationships, crafting relevant story angles, and positioning brands as credible sources across the country's English and vernacular media landscape. Mutant helps brands move beyond transactional press releases into sustained, strategic media relations that build authority and drive business outcomes.
We help keep our clients and their spokespeople top-of-mind for our journalists, so they proactively reach out to us when working on relevant feature stories.
Outside of media mixers or lunches, we curate casual sessions (over pickleball and engaging events) that allow editors and journalists to get to know your brand, unique features and competitive advantages - with a sprinkle of personality as we create a memorable moment. By facilitating strong media relationships, we help the media tell your brand story well.
Why Media Relations Matter in Singapore
- Concentrated media landscape: Singapore's media environment is among the most focused in Southeast Asia. A handful of major publications, from The Straits Times and CNA to The Business Times and TODAY, drive public discourse. Journalist relations in Singapore require targeted pitching and strong editorial relationships to cut through.
- Multilingual audience reach: Effective coverage means reaching audiences across English, Mandarin, Malay, and Tamil media. Lianhe Zaobao, 8world, Berita Harian, and Tamil Murasu each serve distinct readerships. A single-language media strategy misses significant segments of the Singapore audience.
- Third-party credibility drives decisions: In a market where consumers, investors, and talent are sceptical of branded content, earned media coverage in trusted publications carries outsized influence. Paid reach cannot replicate the credibility of a well-placed feature or expert quote in a respected outlet.
- Regional headquarters hub: Singapore hosts hundreds of APAC headquarters. Brands operating from here need media relations in Singapore that serve both local market needs and regional coordination, often managing a single story across multiple markets simultaneously.
Our Case Studies
SportSG (Singapore)
As SportSG's PR partner since June 2023, Mutant has delivered a sustained earned media programme generating 844 media hits, all 100% organic, with coverage across CNA, The Straits Times, and Lianhe Zaobao. The programme combines proactive media outreach with reactive commentary and event-driven coverage to keep SportSG consistently visible across Singapore's English and vernacular media.
Shopify (Singapore)
Mutant partnered with Shopify to launch its SEA Retail Report 2024, developed with YouGov data. Through targeted media engagement across the region, the campaign secured 40 media placements in publications including The Edge, Independent SG, Manila Bulletin, Malaysian Reserve, and Yahoo Finance.
Our Approach to Media Relations in Singapore
Relationship-first engagement: Our team has spent years building working relationships with journalists and editors across Singapore's media. When a journalist needs an expert source or a brand comment, we are the agency they call. That trust is the foundation of effective media relations in Singapore.
Memorable media touchpoints: Standard media lunches get forgotten. We design interactions that create genuine connections: informal sessions over pickleball, immersive brand experiences, and curated gatherings where journalists leave with a real understanding of what your brand stands for.
Spokesperson positioning: Great coverage requires confident, prepared spokespeople. Our media training programmes prepare your leadership for broadcast, print, and digital interviews. We work alongside our corporate communications agency in Singapore team to ensure your leaders are positioned as credible industry voices.
Consumer and lifestyle media: Product launches, brand partnerships, and cultural moments require specific media relationships. As a consumer PR agency in Singapore with deep lifestyle media connections, we reach the journalists and creators who shape consumer conversation.
Measurement that matters: We track media placements, publication tier, audience reach, share of voice, sentiment, and message pull-through. Reporting connects media activity to your commercial objectives, not just coverage volume.
Skip the learning curve. Work with a media relations agency in Singapore that journalists already know and trust. Talk to us today.
We focus on 3 things that matter to MICE clients:
1. Promote
- Craft clear, compelling narratives for your event or destination
- Build pre-event momentum through media, thought leadership and digital campaigns
- Reach the right audiences: delegates, travellers, exhibitors, sponsors, and government stakeholders across the region
2. Protect
- Manage media and messaging on the ground during high-pressure moments
- Handle tough questions, misinformation and operational hiccups with calm, clear communication
- Keep spokespeople and partners aligned on what to say (and what not to)
3. Prove Impact
- Turn coverage and conversation into clear outcomes and reports
- Show stakeholders how your event lifted reputation, visibility and engagement
- Capture content and narratives you can re-use long after the lights go down
What we offer:
Frequently Asked Questions (FAQs)
1. What does a media relations agency in Singapore do?
We build and maintain relationships with journalists and editors to secure consistent, high-quality earned media coverage. That includes developing story angles, pitching to the right contacts, preparing spokespeople for interviews, managing media events, and tracking coverage impact.
2. Why do brands in Singapore need media relations?
Earned media coverage builds credibility that paid channels cannot replicate. When a trusted publication features your brand, it carries implicit endorsement that strengthens trust with customers, investors, partners, and talent. In Singapore's competitive market, consistent media visibility is a significant advantage.
3. How does Mutant build relationships with Singapore journalists?
Through genuine, sustained engagement. We invest in getting to know editors and reporters personally, understanding their beats and editorial priorities. We create memorable interactions through informal gatherings, brand immersion sessions, and curated events that go beyond the standard media lunch.
4. Can you secure coverage across Singapore's multilingual media?
Yes. Our Singapore team works across English, Mandarin, and Malay media with editorial relationships spanning The Straits Times, CNA, Lianhe Zaobao, 8world, and more. Reaching only English-language media means missing a significant portion of Singapore's audience.
5. How do you measure media relations performance?
We track media placements, publication tier, audience reach, share of voice, sentiment, and message pull-through. We apply Mutant's Custom Scoring Matrix to evaluate every piece of coverage against reach, source quality, and sentiment, providing standardised month-on-month benchmarks.