Ministry of Social and Family Development seeks PR agency for ECDA

The Ministry of Social and Family Development (MSF) is seeking a PR agency for the Early Childhood Development Agency (ECDA). 

ECDA is the regulatory and developmental agency for the early childhood sector in Singapore. It oversees key aspects of children's development below the age of seven across both kindergartens and childcare centres.

The remit will be for one year, with the option to extend for another year.

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The appointed agency will work closely with ECDA to develop and implement a strategic public relations plan that amplifies ECDA’s overarching narrative and meets its key communications objectives. This will include creating unique communications plans for each major calendar highlight.

It will also provide strategic counsel on PR strategies and opportunities that support ECDA’s goals and will work in partnership with ECDA’s appointed creative agency to deliver the SOT campaign.

In addition, the agency will be tasked to coordinate with ECDA and the Ministry of Social and Family Development’s communications and engagement division on relevant media events, with the ministry overseeing media invites, queries and interviews. It will also provide support and advice for crisis communications and issues management when required.

In tandem, the chosen agency will draft and prepare pitches and media materials, including press releases, factsheets, social media content and talking points for use across traditional, online and social media platforms to support events, announcements and campaigns. It will coordinate and conduct pre-interview briefings, facilitate interviews with human interest profiles and arrange other media engagements such as technical briefings when needed.

The agency will also recommend suitable and timely media formats and platforms to achieve each objective, provide onsite media support for ECDA events if required, and maintain strong relationships with media to secure coverage of ECDA’s stories and announcements.

As part of its media monitoring, the agency will provide regular updates and share news clippings with relevant analysis for key events, stories and announcements. A quarterly report documenting media coverage, featured profiles and PR value will be submitted in a format agreed with ECDA.

At the end of each year, the agency will deliver a year-in-review assessment of PR efforts with recommendations and other measures of success beyond PR value. Weekly work-in-progress meetings will be held with ECDA and its creative agency to stay updated on upcoming initiatives, events and announcements and to discuss media opportunities, strategies and pitching ideas.

Interested applicants need to have relevant track record describing at least three early childhood, recruitment, education of family-related campaigns and projects completed from 2022 to date, as well as the media coverage achieved for each project. 

Submissions close on 18 July 2025 at 4pm. 

MSF joins a growing list of entities seeking PR services. Recently, Sport Singapore called for a pitch for public relations services as it looks to bolster its mission of making sport a way of life and positioning Singapore as a vibrant sporting nation. 

Similarly, integrated energy provider Geneco has also called for a PR and social pitch. This comes as it gears up for its next phase of brand and business growth in Singapore.

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