Health Promotion Board on the hunt for PR agency

The Health Promotion Board (HPB) is on the lookout for a PR agency. According to Gebiz, the agency is tasked to to build awareness, understanding and advocacy of HPB’s health promotion activities and programmes, and generate sustained, quality media coverage of HPB and its programmes in target media across all platforms.

The appointment is for a period of two years, with an option to extend for another two years. In a tender document seen by Marketing, the appointed agency will be required to develop a 12-month communications plan for HPB and its programmes within three months from the effective date of appointment. The plan, to be updated annually, will have to take into account PR objectives and outcomes, key messages, target audience, target media outlets, tactics and ideas to drive PR mileage, timelines and success indicators.

Meanwhile, the PR agency has to also assign at least one account director to lead a team of full-time support consultants with the relevant competency and experience to meet all the deliverables within the contract.

Overall, the appointed agency will also be responsible for cultivating relationships with target media, to identify, build relationships and catalyse discussions with key opinion leaders and influencers to advocate health promotion, and also to identify thought-leadership opportunities and content to position HPB at the forefront of health promotion on both local and overseas platforms.

HPB also will require the PR agency to develop and maintain a detailed story bank based on time-based events, health trends or special interest, covering the needs and interest of the public. To get word out about HPB and its initiatives, the agency will have to pitch and secure at least three relevant and appropriate story opportunities in mainstream media every month to generate a regular and consistent series of positive stories.

The PR agency will also have to do media monitoring and analysis of all media outlets and clip solicited and unsolicited articles about HPB, its programmes and all other health-related news. In addition, the PR agency has to provide a quarterly analysis of HPB’s coverage received in local mainstream media by the third week of the following quarter. The analysis shall include both quantitative and qualitative measures to assess the effectiveness of the HPB’s PR efforts; covering areas such as reach, amount of PR value, volume of positive coverage. This also includes ground sentiments (eg perception and attitudes of Singaporeans towards HPB) and media content analysis (eg key message takeaway, tonality, positive mentions), as well as identify areas of improvements for subsequent media engagements.

Earlier this year, HPB appointed Publicis Singapore and Pico International, to support its integrated marketing activities following a pitch for three different agency services – strategic brand lead, creative production specialists, and experiential marketing specialist services. The pitch was handled by R3, and the length of appointment is for three years, with an option to extend for two. Publicis Groupe then hired Ng Tian It as a dedicated ECD for the Health Promotion Board Singapore account. The Groupe designed a solution called HPB ONE, bringing talent and experts from across the entire Group together as a bespoke and dedicated team to manage the HPB account.