National Library Board launches search for PR agency

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Singapore's National Library Board (NLB) is on the search for a PR agency to provide PR consultancy services for major NLB events, initiatives, and corporate announcements such as library openings and celebrations, exhibitions, library and archives’ conferences, reading campaigns, digital offerings, and other NLB events and programmes. The appointed agency will commence work from 1 February 2022 for a year, with the option to extend for another two years on a yearly basis. A compulsory tender briefing will be held virtually on 13 October 2021, and the tender will close on 4 November 2021.

In addition to providing PR consultancy services, the appointed agency will also work on media monitoring and analysis, issues and crisis management, and training NLB spokespersons. If needed, the appointed agency will also be asked to create annual trend analysis reports.

Alternatively, agencies may submit their tender to provide NLB with in-house communications training, and writing and placement of articles, copywriting, and editorial services. According to the tender seen by MARKETING-INTERACTIVE, the appointed agency should have experience in providing similar services for at least three clients in the past three years, on a retainer basis. The clients should also have been government agencies or MNCs.

The main responsibilities for the appointed agency include PR consultancy services, media monitoring and analysis, crisis management, training of spokespersons, writing and placement of articles, and yearly trend analysis report.

1. PR consultancy services

According to the tender, the appointed agency will develop and execute PR strategies, communications, and publicity plans - such as social media plans for NLB’s events, initiatives, and corporate announcements - to generate maximum and sustained positive media coverage.

This includes developing an annual communications plan, which will outline key messages and overall publicity for the coming year, and quarterly communications plans to map out key focus areas through the year. In addition to drafting media-related materials for NLB, the agency will need to facilitate media coverage for public events; and provide the necessary media spokespeople preparation prior to media interviews.

The agency will also need to proactively pitch stories for NLB throughout the duration of the tender, and identify and follow up with the media on appropriate online engagement opportunities, social media platforms, approach, and content. At the same time, the appointed agency will be expected to provide a monthly tracker report on the status of preparation and media pitching for NLB’s events, initiatives, and corporate announcements, as well as the status of media queries and interview opportunities and tracking of PR value.

2. Media monitoring and analysis

The appointed agency will be required to provide daily reports of local and international media coverage that relate to NLB, including on weekends and public holidays; including timely post-event monitoring on relevant mentions of NLB. The agency is also expected to provide a full media coverage report for each event, initiative, corporate announcement, and crisis; and provide a monthly report comprising all of NLB’s news coverage.

Additionally, the agency will need to provide a monthly and annual summary, including the advertising value equivalent and PR values based on industry practices. The agency will also need to provide a digital folder containing all soft-copies of news coverage relative to NLB, such as high-res clippings, audio recordings, and video recordings.

3. Issues and crisis management

With regards to crisis management, the appointed agency will provide strategic counsel and prepare communications plans to mitigate and manage the issue; during which the project manager and senior account director have to be accessible at all times. In addition to working with NLB on post-recovery efforts, the appointed agency will need to prepare media materials and other related information; to support NLB in organising and facilitating media briefings and other events.

4. Training of spokespersons

The appointed agency is expected to design and conduct effective communications training programmes for NLB spokespersons to prepare them for media interviews. The content must include case studies relevant to NLB and its industry, government-related issues, and tips on handling media interviews in both physical and online formats. The content must also be tailored according to the list of participants attending.

For new spokespersons, the agency will need to conduct five full-day training programmes annually, of up to 10 participants per run, held at NLB's premises. Meanwhile, for senior management team members and experienced media spokespersons, the agency will need to conduct two half-day training programmes annually, of up to 5 participants per run.

The agency should appoint a senior trainer who has at least 10 years of relevant experience, assisted by at least two members from the team working with NLB for new spokespersons; and one team member for management and senior spokespersons. Training-wise, it needs to include a combination of classroom, role-play, and simulated training with video recording and immediate performance review.

5. Yearly trend analysis report

If required, the appointed agency will be expected to provide trends analysis reports of NLB’s media coverage and relevant issues and discussions in the mainstream, online and social media on a yearly basis. The report will have to highlight positive and negative media coverage and any other analysis.

6. Writing and placement of articles, copywriting, and editorial services

The appointed agency will write up to 72 articles and social media posts in English each year, on topics that will build a positive perception of NLB. The agency will also need to submit a proposed bi-monthly line-up of topics for the articles and social media posts. Additionally, the appointed agency will need to package and edit NLB’s internal and external communications pieces to ensure NLB's messages are clearly positioned and communicated. Lastly, the agency will also provide copywriting for NLB’s projects and annual reports, and provide strategic counsel and advice on media pitching and issues management.

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