Yellow Ribbon Singapore names new PR agency

Yellow Ribbon Singapore (YRSG) has appointed Ninemer Communications as its new public relations agency, to provide PR consultancy services for a firm period of two years, with an option to extend for a further two years on a yearly basis.

This follows a tender on GeBIZ, and the engagement had commenced in April 2026.

According to tender documents, the appointment aims to increase public awareness of the Yellow Ribbon cause and support the reintegration of ex-offenders into society. It also seeks to build greater social acceptance and encourage action from stakeholders and the public, while safeguarding the organisation’s reputation.

The scope of work spans strategic communications, media engagement, issues management and training.

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Following the appointment, Ninemer Communications will lead the strategic planning and execution of YRSG’s communications efforts, including audience segmentation, message development and media engagement strategies across mainstream and digital platforms.

The agency will also support media events and campaigns, from developing key messages and press materials to facilitating interviews and handling media queries. This includes proactive pitching, relationship-building with journalists, and post-event reporting on media outcomes and sentiment.

In addition, Ninemer Communications will develop an integrated yearly media grid, covering planned campaigns, social content and marketing initiatives, while coordinating with other appointed agencies on joint activities.

Beyond campaign execution, the agency will provide ongoing account management, including daily media monitoring across traditional and online platforms, as well as environmental scanning and sentiment analysis. This includes maintaining a risk management framework to track emerging issues and trends.

The remit also places a strong emphasis on issues and crisis management. Ninemer Communications will be tasked with providing strategic counsel, developing crisis communications frameworks, handling media responses and supporting press conferences when required.

Separately, the contract includes the development and delivery of crisis simulation exercises, with up to two runs during the firm period, alongside customised spokesperson training programmes for YRSG staff and stakeholders.

As part of the engagement, the agency is required to deliver regular reports, including monthly media coverage updates, quarterly performance reviews and an annual evaluation of communications outcomes.

MARKETING-INTERACTIVE has reached out for more information. 

The appointment comes amid a steady stream of public sector PR tenders in Singapore. Most recently, the Intellectual Property Office of Singapore (IPOS) appointed IPG DXTRA as its PR agency, with incumbent Ruder Finn Asia previously handling the account.

Under that contract, IPG DXTRA will provide PR consultancy and media monitoring services on a one-year retainer, with an option to extend, with work expected to begin in May 2026.

Additionally, Science Centre Board (SCB) appointed Alsoknownas (AKA) as its PR agency on a one-year contract running from 1 April 2026 to 31 March 2027, with an option to extend. The remit covers communications across SCB’s portfolio, including Science Centre Singapore, KidsSTOP, Omni-Theatre, Snow City, and Singapore Science Centre Global.

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