The National Volunteer and Philanthropy Centre (NVPC) bagged the bronze award for Best Media Relations Strategy at MARKETING-INTERACTIVE's PR Awards 2021. NVPC stayed true to its City of Good vision during the tough times of 2020 and wanted to highlight the outpouring generosity of Singaporeans who stepped up to help others in the time of need. The team, along with its agency Muse and Motif, impressed the judges with its President's Volunteer and Philanthropy Award, which celebrated exemplary givers who embody the City of Good vision as people, organisations, and leaders of good.
Last year, NVPC and its agency decided that a special edition of the awards was necessary to celebrate these outstanding givers, and through various strategies and executions, its awards received more than 20 pieces of organically earned media, with an approximate PR value of about SG$350,000.
In a conversation with MARKETING-INTERACTIVE, director of marketing and advocacy, NVPC, Jeffrey Tan (pictured) shared about its proudest achievement in 2020, and what can be expected of it in 2021.
This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series for PR Awards 2021. To find out more about the awards, click here.
What would you say was the biggest accomplishment for the whole PR/communications community in 2020?
Tan: It has been heartening to see everyone staying collected and resolute amid the constantly evolving business-continuity plans, circuit breaker and remote work arrangements that characterised 2020. While organisations grappled with inevitable transitions in almost all aspects of business, the PR and communications community’s adaptability and out-of-box thinking played its part in amplifying the multitude of stories from the ground up, that emerged as a result of the pandemic.
These stories served as great sources of inspiration that spurred the public to take action by uplifting those in need in their own ways.
What would you say was your proudest achievement of the year?
Tan: It is hard to pinpoint a single one, but the President’s Volunteerism and Philanthropy Award 2020 Special Edition: Our Finest Hour in the City of Good was a definite highlight. From the record number of nominations received, to the diversity in the givers and their efforts, it was truly a testament of how giving is in all our DNA, and that anyone can give in their own capacity. The team also had an extremely short runway to pivot the event to a hybrid one that would engage the winners, VIPs, guests and media equally. I’m proud that we were able to pull it off!
Our recent notable highlight was when Singapore’s leading online giving platform, Giving.sg crossed a new milestone of over SG$102 million for the 2020 to 2021 financial year from 1 April 2020 to 31 March 2021. Once again, this shows the generosity of Singaporeans, and the willingness to uplift those in need, which truly highlights our vision of what a city of good stands for.
What are some communications trends you see carrying on post-pandemic?
Tan: There is going to be an emphasis on identifying story angles that the everyday man on the street can relate to, whether in the form of human-interest stories or purpose-driven narratives. The pandemic has shown us that the public appreciates genuine, human stories that speak to the heart, and consumers are able to discern the authenticity of a brand or organisation.
How will the role of communications professionals evolve as we move into a rather uncertain future?
Tan: It is said that the key to any good relationship is to “communicate, communicate, communicate!”, which is why the role of communications professionals in an ever-evolving landscape is more crucial than ever. Messages have to be distilled and conveyed accurately but with the right nuances that create the intended impact - both internally for staff in organisations as well as externally to their consumers.
With the onslaught of information available to consumers in this digital age, communications can help your message stand out from the masses by lending your brand an honest, human touch.
What can we expect from your company in 2021?
Tan: We will continue amplifying the City of Good narrative through insights from our research surveys in the areas of individual and corporate giving, a National Day branding campaign, as well as our annual events such as the President Volunteerism and Philanthropy Award, and SG Cares Giving Week.