APRW is one of Singapore’s earliest and largest independent integrated communications agencies focusing on public relations and digital marketing. Since 1996, the firm has grown exponentially and built a strong portfolio of clients across diverse areas like government, public affairs, consumer goods and services, education, hospitality, travel and tourism, startups, charities and non-profit, among many others. The agency is uniquely led by a team of owners-directors who combine keen business acumen with a wealth of experience to design and deliver bespoke communications solutions and successful marketing campaigns for its clients across Asia Pacific. APRW is also an award-winning agency, clinching the title of “Agency of the Year” for Marketing Magazine’s regional PR Awards 2019. APRW is a member of global communications platform, IPREX, acting as the sole representative for the network in Southeast Asia. 

Cho Pei Lin is a pioneer in introducing Litigation PR to Singapore and her forte includes providing strategic PR consultancy in public affairs and public education campaign communications, corporate, litigation and crisis communications and government relations. Her strong acumen for developing creative and effective communication strategies has seen her sought after by clients ranging from government agencies, to global listed companies and non-profit organisations. Pei Lin has led the strategic communications efforts for the annual Total Defence campaign for more than 10 years. She also worked with the Ministry of Social and Family Development for the amendments to the Children and Young Persons Act in 2019 and 2020, the enactment of the Mental Capacity Act by the Office of the Public Guardian and the enactment of the Re-Employment Act with the Ministry of Manpower.

Litigation PR has been a dynamic addition to the litigation scene in Singapore. It involves more than just answering a reporter’s questions at the door of the Supreme Court or giving a television interview on the steps of the State Courts. Litigation PR goes beyond all that, and begins before all that. It would be a mistake to contemplate Litigation PR only when a case “blows up” and receives negative press, or only when it goes to trial.  

There are many benefits of a well-thought-out Litigation PR strategy. Bad publicity may cause the share price of a listed company to dive; or a boycott of the litigant’s goods and services; or skew public perception of an individual’s character, which may affect an individual’s professional and personal life subsequently. Good publicity, on the other hand, may drum up public support, which in turn may avoid negative price-related spillovers or even boost prices and sales figures, and leave an individual’s public image and persona intact, regardless of the trial’s outcome.

Litigation PR involves much more than simply dealing with the media.

First of all, quite apart from handling traditional forms of media such as the newspapers, television and radio stations, there is now a growing need to address PR via the huge range of social media platforms today – from official Facebook pages, YouTube, to Twitter and various online websites.

Second, the communications process can also call for specific strategies to communicate with specific target groups, such as customers, employees, investors, shareholders and other stakeholders of the litigant. Communication management also involves dealing with issues such as when to speak to the media and/or public, how much to divulge, what vehicles it should be divulged through, and techniques on how to frame the message.

From managing the media, to formulating messaging and providing media training, the APRW team of litigation communications professionals led by Cho Pei Lin delivers proven and effective media strategies, and provides practical, considered and tactical advice addressing the most confidential and sensitive information and subjects.

Cho Pei Lin provides clients with rich insights and in-depth experience on crisis communications or disputes in areas such as data breaches matters including cross-borders data breaches, data breaches involving personal data of more than 800,000 and global ransom of business information; consulting and advising various organisations with response to criminal investigations and prosecution and civil litigation matters; global retrenchment exercises; assisting the biggest global food service manufacturer over a product recall; taking a case to the “court of public opinion” on behalf of a company wrongly accused of anti-competition; providing advice about internal and external communication related to management changes and reputation damaging allegations; intentionally drawing media and public attention to litigation by a small corporation against prominent businesses and governmental entities; a privately held company’s divestiture of shares in a manner without alarming stakeholders; fires, worksite accidents, death of prominent personalities and funerals of persons with high media and public interest and other emergencies.

When it comes to communication plans and media relations for real estate projects, few in Singapore can match Pei Lin’s experience. She was the key lead for projects like Perfect Ten, Guoco Midtown, Meyer Mansions, Martin Modern, Wallich Residence, Park Place Residences at Paya Lebar Quarter, Gem Residences and Lake Life.

At APRW, we recognise that not all charities and non-profit groups have the capacity to enlist or employ professional communications expertise. As part of our corporate purpose, we are happy to support pro-bono and low-bono clients that align with the values of APRW to do good for the community. SMEs such as APRW can make a positive contribution towards building a city of good and a Singapore that cares.