Education Public Relations Playbook
The Role of Public Relations in Singapore’s Education Industry
Singapore’s education system is recognized globally for its high standards and effectiveness, making it an ideal candidate for strategic public relations (PR) to further enhance its reputation. PR efforts in the education sector can amplify the visibility of institutions, attract students locally and internationally, and build trust with stakeholders. Below, we explore the impact of PR on Singapore’s education industry, supported by key statistics and strategies
Why PR is Vital in the Education Sector
Why PR is Vital in the Education Sector
The education landscape in Singapore is both competitive and diverse, with over 1,800 pre-schools and a robust public-school system catering to nearly 500,000 primary and secondary students as of 2023 [1]. In addition to the local demand, Singapore attracts approximately 55,000 international students annually [2], drawn by its reputation for academic excellence.
PR is essential for educational institutions to:
- Attract Global Talent: Institutions can use PR to highlight their achievements, programs, and partnerships to entice international students and faculty.
- Enhance Brand Reputation: Building a trusted reputation among parents, students, and educators through strategic campaigns.
- Support Enrollment Campaigns: Tailored PR campaigns can boost enrollment in competitive programs or underrepresented courses.
Key Statistics Supporting PR Efforts in Education
- Singapore’s government allocated S$13.4 billion (approximately 16% of total government expenditure) to education in 2023. [1]
- Mean years of schooling for Singaporean adults increased to 11.7 years in 2023, reflecting the quality and accessibility of education. [3]
- Approximately 27.8% of Singapore’s population is under 25, highlighting the strong demand for youth-oriented education and PR campaigns. [2]
Key PR Strategies for the Education Sector
1. To Build Credibility for the Brand – Building a Narrative Around Achievements
- Highlight success stories such as outstanding alumni, innovative research projects, or the institution’s real-world projects to get students better equipped once they graduate.
- Pitching profile stories of people behind the education business e.g. faculty members of universities or founders of tuition centres
- Cutting-Edge Facilities: Showcase how technology and infrastructure enhance learning experiences (e.g., AI-driven tools, smart classrooms).
- Innovative Teaching Methods: Highlight how educators are adapting methodologies to cater to modern learners, like gamified learning or interdisciplinary studies.
- Thought Leadership: Position faculty or alumni as experts commenting on trending issues or publishing op-eds
2. To Attract Youths – Leveraging Digital Platforms
- Use social media campaigns to connect with prospective students and parents. Instagram, Tiktok and LinkedIn are ideal platforms to share stories about campus life, faculty, and student experiences.
- Student take over – Allow students to take over the Instagram or Tiktok account for a day, sharing their personal experiences.
- User-Generated Campaigns – Invite students to tag the institution in their posts/stories/reels as part of certain challenges
- Day in the Life – Feature students or faculty sharing a day in their lives, covering classes, co-curricular activities, and downtime.
3. To Attract Youths – Organizing High-Impact Events
- Host open houses, virtual tours, and international education fairs to showcase unique experiences at the institution that prospective students cannot get anywhere else.
Case Studies: PR in Education
Lil But Mighty – Approached by CNA to go on TV to discuss Education-related news
35 media coverages in education publications & media outlets such as CNA, The Straits Times, Today, 8World, Nuyou.
The Mission
Lil But Mighty is an English enrichment centre with five outlets in Singapore. They have extensive digital presence and were looking for opportunities to brand the founding member as well as the business. The company was looking to build greater credibility.
Services
- Media Releases
- Media Pitching
- Media Interviews
- Factsheet
- Media Invite
The Outcome
After a year of collaboration, we are proud to announce that Lil’ but Mighty founders have achieved an impressive milestone with a total of 35 media coverages in education publications. These include esteemed media outlets such as CNA, The Straits Times, Today, 8World, Nuyou, and many more
Achievers’ Dream Innovates During the Pandemic
30 features across mainstream and lifestyle media such as CNA 938, Channel 8 News, Channel 5 News and The AsianParent.
The Mission
Achievers Dream is the first Chemistry tuition specialist in Singapore fully-equipped with an NEA Certified Chemistry laboratory (Awarded the NEA HS Permit) with a qualified lab technician. They were able to open their second outlet at New Tech Park Mall despite the pandemic. They were looking for opportunities to reach out to mainstream and parenting media. Additionally, they hope to improve their search rankings and bring in more business.
Services
- Media Releases
- Media Pitching
- Media Interviews
- Factsheet
- Media Invite
The Outcome
We pitched a narrative about the founder’s story – Mr Jerald Lie’s inspiration, challenges, journey and future plans. On another occasion, we sent out a media invite to our parenting influencers for a fun Chemistry Event held at the AD Chemistry lab. Unfortunately, closer to the date, many of our parenting influencers backed out due to rising Covid-19 numbers and we had to postpone the event. We decided to find different angles to make news and we were able to secure a broadcast interview opportunity for AD’s founder that was aired across all the different news channels in Singapore.
Embracing PR for a Competitive Edge
The education sector in Singapore thrives on its ability to adapt and evolve with global standards. With strategic PR, educational institutions can elevate their profiles, attract talent, and strengthen community ties.
Are you ready to make your institution a standout in Singapore’s education landscape? Partner with PR experts to craft compelling narratives and targeted campaigns. Let’s shape the future of education together.
Sources:
[1] Education Statistics Digest (ESD), Ministry of Education Singapore, last updated 15 Nov 2024
[2] Singapore Education and Training Services Industry Snapshot, ITA, last published 24 Mar 2023
[3] Education in Singapore, Statistics & Facts, Statista, 21 Dec 2023
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