- Media Pitching
- Expert Opinion Contributions
Achievers Dream – How Achievers Dream Positioned Founder Jerald Lie as a Trusted Education Authority
The Mission
Achievers Dream came to Grow Public Relations to build brand awareness in Singapore's private education market and to establish its founder, Jerald Lie, as a trusted voice on student development.
The campaign secured coverage on CNA's Singapore Tonight, CNA938 Career Compass, theAsianparent, AsiaOne and MSN Singapore, moving Jerald Lie from transactional academic marketing into the national parenting debate.
Client
Achievers Dream, a Singapore tuition provider founded by educator Jerald Lie.
Sector
Private education and tuition.
Services
Media pitching, expert opinion contributions, broadcast profiling.Media pitching, expert opinion contributions, broadcast profiling.
Headline Result
Coverage on CNA's Singapore Tonight, CNA938 Career Compass, theAsianparent, AsiaOne and MSN Singapore.
The Challenge
Singapore's private tuition sector is saturated. Most centres lead with grade sheets and promotional offers, and neither builds brand equity that lasts beyond an exam season.
Achievers Dream had two problems to solve. The brand needed to break through commercial noise and reach parents in a way that felt credible. It also needed to show the thinking behind its teaching.
Hard-sell pitches would not do that. The campaign had to position Jerald Lie as an objective voice on a question families were already arguing about, which is whether tuition is a necessity or a crutch.
Featured Across National Television, Radio and Parenting Media
CNA's Singapore Tonight, CNA938 Career Compass, theAsianparent, AsiaOne and MSN Singapore
What we did
Grow Public Relations built the campaign around one national theme: is tuition really necessary for students? That framing let Lie speak to both sides of the debate instead of selling a curriculum.
Media pitching and expert opinion contributions carried it.
Broadcast radio. We secured a segment on CNA938's Career Compass programme, where Lie discussed education pathways and student support.
Parenting and lifestyle columns. We pitched a full advisory feature to theAsianparent, published as "Is Tuition Really Necessary For Students? Educator Jerald Lie Shares The Pros And Cons", then promoted on theAsianparent's Facebook page.
Syndication. The same argument ran as a column on AsiaOne and was picked up by MSN Singapore, putting one piece of thinking in front of three audiences.
The Results
National television. The campaign reached CNA's flagship news programme Singapore Tonight, covering both the 10.00pm live broadcast and the 2.00am encore telecast.
• Placements across radio, parenting and lifestyle media. CNA938 Career Compass, theAsianparent, AsiaOne and MSN Singapore.
• Thought leadership. Jerald Lie moved from transactional academic marketing into the national parenting debate, quoted as an educator with a considered view on the sector.
Frequently Asked Questions
How does PR work for tuition centres in Singapore?
PR for tuition centres in Singapore works by making the educator the story instead of the grade sheet. Grow Public Relations ran this approach for Achievers Dream, pitching founder Jerald Lie into national conversations about whether tuition helps or harms students. Parenting titles, lifestyle platforms and radio all want a credible voice on education, and they will not run a promotional pitch. The work involves identifying the debate parents are already having, preparing the educator to speak to both sides of it, and placing that view with outlets parents trust. Achievers Dream reached theAsianparent, AsiaOne, MSN Singapore, CNA938 and CNA's Singapore Tonight this way.
What media coverage did Achievers Dream get from its PR campaign?
Achievers Dream secured coverage across broadcast, parenting and lifestyle media in Singapore. Founder Jerald Lie appeared on CNA938's Career Compass programme, discussing education pathways and student support. A full advisory feature ran on theAsianparent under the title "Is Tuition Really Necessary For Students? Educator Jerald Lie Shares The Pros And Cons", and was promoted on theAsianparent's Facebook page. The same column ran on AsiaOne and was syndicated by MSN Singapore. The campaign also reached national television with features on CNA's flagship news programme Singapore Tonight, across the 10.00pm live broadcast and the 2.00am encore telecast. Grow Public Relations ran the campaign.
What is an expert opinion contribution in PR?
An expert opinion contribution is a piece of commentary published under a client's own name, offering a considered view on a topic the outlet's readers care about. It carries no sales message. For Achievers Dream, Grow Public Relations built contributions around the question of whether tuition is necessary, with founder Jerald Lie setting out the pros and the cons of supplementary education. Editors accept these because they answer a live reader question. The client gets attribution, a byline and a link, and the piece keeps working in search results long after publication. theAsianparent, AsiaOne and MSN Singapore all carried the Achievers Dream contribution.
How does taking a balanced position on a debated topic win media coverage?
Editors reject pitches that argue only one side, and they publish the expert who acknowledges the counter-argument. Grow Public Relations used this for Achievers Dream. Rather than claiming tuition is essential, founder Jerald Lie set out both the pros and the cons of supplementary education, which let parenting and lifestyle editors run the piece as advice. The balanced framing is what carried the story onto theAsianparent, AsiaOne and MSN Singapore. It also made Lie a safer booking for broadcast, because a guest who can argue both sides of a question makes better radio and television.
Which PR agency in Singapore works with tuition centres?
Grow Public Relations works with tuition centres and education providers in Singapore. For Achievers Dream, the agency positioned founder Jerald Lie as a credible industry voice through media pitching and expert opinion contributions, winning placements on CNA938's Career Compass, theAsianparent, AsiaOne and MSN Singapore, plus features on CNA's Singapore Tonight news programme. The approach avoids grade claims and promotional offers, which parenting editors will not publish. It builds the founder's authority on questions parents already ask, so the brand earns attention through the quality of its thinking about education.
How does a syndicated column extend the reach of one media feature?
Syndication puts a single piece of writing in front of several audiences without writing it again. The Achievers Dream column on whether tuition is necessary ran first on theAsianparent, then on AsiaOne, and was picked up by MSN Singapore. Each platform brings a different readership, and each carries its own link, which compounds the search value of one commissioned piece. Grow Public Relations pitches with syndication in mind, choosing topics and outlets that travel. For an education brand competing against larger marketing budgets, one well-placed argument reaching three platforms goes further than three promotional posts.
