• Media Pitching
  • Leader Profiling

The Chemistry Practice – Exceed KPI by securing 11 pieces of coverage in CNA, MoneyFM 89.3 and theAsianparent

The Mission

The Chemistry Practice came to Grow Public Relations to position founder Kelvin Ang as an authority beyond his subject, using his identities as a chemistry teacher, a father of two and a bootstrapped founder.

The campaign secured 11 pieces of coverage against an original KPI of 8 placements, across CNA, CNA938, MoneyFM 89.3, e27 and theAsianparent, with two features republished internationally.

Client

The Chemistry Practice, a specialist chemistry tuition brand in Singapore, founded by Kelvin Ang

Sector

Education, specialist subject tuition

Services

Media pitching and leader profiling by Grow Public Relations

Headline Result

11 pieces of coverage against an original KPI of 8 placements, across CNA, CNA938, MoneyFM 89.3, e27 and theAsianparent, from 9 April 2025 to 11 February 2026
The Challenge

Specialist tuition brands in Singapore are crowded out by heavy academic marketing and generic pass rates. Grade sheets and student testimonials were not going to build a brand parents remembered.

The Chemistry Practice needed Kelvin Ang known as an authority rather than as another chemistry tutor with good results. The difficulty was the shape of his story. Ang had no collapse and rescue to talk about. He built the business by teaching well and funding it himself, which is a harder pitch to a features desk than a dramatic turnaround. A campaign built only on his teaching record would have stayed inside the education pages. Grow Public Relations worked from a different starting point. Ang is a chemistry teacher, a father of two and a founder who never raised capital. Each of those identities connects to a national conversation that journalists were already covering, and the campaign pitched him into all three.

11

Pieces of High-Authority Media Coverage, Against an Original KPI of 8 Placements
Placements on CNA, CNA938, MoneyFM 89.3, e27 and theAsianparent, with the fatherhood feature republished by Nestia News and theAsianparent Philippines
What we did

Commentary on generative AI in STEM learning. Chemistry and physics students were turning to chatbots for exam practice. We pitched Ang's view to CNA, which published the commentary "Commentary: ChatGPT is a dangerous study aid for STEM students", warning against over-reliance on generative tools in chemistry and physics.

Bootstrapped founder positioning. Ang's funding history became the story rather than a footnote. e27 ran his column "Starting a business in 2026: What Founders should consider before chasing capital", on how bootstrapping works in a high-cost economy. He then took the argument to MoneyFM 89.3's Right Business podcast, archived on Apple Podcasts.

Parenting and fatherhood angles. Ahead of exam season we placed a well-being guide in theAsianparent, "May the Force Be with Your Mind: Staying Grounded During Exam Season", picked up by Nestia News. The fatherhood angle produced "This Chemistry Teacher Says the Toughest Formula to Crack is Fatherhood" in theAsianparent, which ran again on Nestia News and in theAsianparent Philippines. Ang also discussed fatherhood live on CNA938 for Your Singapore Weekend.

Digital safety advocacy. Ang commented on children's screen time in The Wellness Insider, in a feature titled "From Controls to Conversations: Rethinking Digital Safety for Kids in Singapore".

The Results
11 pieces of high-authority media coverage, against an original KPI of 8 placements. Placements on CNA, CNA938, MoneyFM 89.3, e27 and theAsianparent, across commentary, a founder column, two podcasts and two feature interviews. Coverage carried beyond Singapore through Nestia News and theAsianparent Philippines, both of which republished the fatherhood feature.

Social amplification from theAsianparent, including a post on its Facebook page and its Instagram account.

Kelvin Ang established across three identities at once: chemistry educator, parent advocate and bootstrapped founder.

Frequently Asked Questions

How does a single-subject tuition brand build a public profile in Singapore?
A single-subject brand builds a profile by putting its founder into conversations wider than the subject. The Chemistry Practice specialises in chemistry, so Grow Public Relations pitched Kelvin Ang on generative AI in STEM learning, bootstrapped business building, exam-season well-being, fatherhood and children's digital safety. The chemistry credential made him credible on the first of those. The other four gave journalists a reason to call. Between 9 April 2025 and 11 February 2026 that approach produced 11 placements across CNA, CNA938, MoneyFM 89.3, e27 and theAsianparent, none of which would have run a piece about chemistry marks alone.
How many media placements did The Chemistry Practice secure against its target?
The Chemistry Practice secured 11 pieces of coverage against an original KPI of 8 placements, so the campaign finished three placements ahead of target. The 11 ran between 9 April 2025 and 11 February 2026 and spanned formats: a CNA commentary, a founder column in e27, two podcast appearances including MoneyFM 89.3's Right Business, a live CNA938 interview, two theAsianparent features and their republications. Grow Public Relations set the target at 8 because a specialist tuition brand with one founder has a limited number of credible angles per quarter. Exceeding it came from pitching Kelvin Ang into four distinct conversations.
Why did a chemistry tutor warn students against using ChatGPT?
Kelvin Ang argued that generative AI is a poor study aid for chemistry and physics, and CNA published the position as "Commentary: ChatGPT is a dangerous study aid for STEM students". The commentary warned against over-reliance on generative tools for exam questions in those subjects. Taking that line was a deliberate choice by Grow Public Relations. A tuition brand that endorses whatever tool students already use has nothing to say, while a subject specialist willing to name the risk gives a national commentary desk something worth publishing. It remains the highest-authority placement of the campaign.
Can a founder with no dramatic business story still get profiled?
Yes. Kelvin Ang had no collapse, no rescue and no funding round to announce. He built The Chemistry Practice by teaching and by paying for it himself. Grow Public Relations made the absence of outside capital the story, and e27 ran his column "Starting a business in 2026: What Founders should consider before chasing capital" on how bootstrapping holds up in a high-cost economy. MoneyFM 89.3's Right Business podcast took the same argument to a business audience. Founders without drama still hold a position, and a position is what business desks in Singapore actually commission.
Which PR agency in Singapore works with specialist tuition and STEM education brands?
Grow Public Relations works with specialist tuition and STEM education brands in Singapore, including The Chemistry Practice. The agency ran a ten-month media pitching and leader profiling campaign for founder Kelvin Ang that delivered 11 placements against a target of 8, including a CNA commentary on generative AI in STEM subjects and a founder column in e27. The work covers commentary placement with national news desks, founder columns in business titles, podcast and radio bookings, and parenting media features. Grow Public Relations also handles PR for tuition centres, enrichment providers and education technology companies.
How did a chemistry tutor end up in a story about fatherhood?
Because Kelvin Ang is a father of two, and Grow Public Relations pitched that alongside his teaching. theAsianparent published "This Chemistry Teacher Says the Toughest Formula to Crack is Fatherhood", which then ran again on Nestia News and in theAsianparent Philippines, and CNA938 booked him live on Your Singapore Weekend to talk about fatherhood. The angle did two things for The Chemistry Practice. It reached parents in the titles they read for parenting rather than for tuition, and it carried the brand into an overseas edition, which a chemistry credential on its own would never have done.

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