SG's National Council of Social Service launches hunt for PR agency

Singapore's National Council of Social Service (NCSS) is on the hunt for a public relations (PR) agency to support its arm as well as its sub-brands, Social Service Institute (SSI) and Community Chest, according to tender documents seen by MARKETING-INTERACTIVE. The appointment will be effective for a base period of one year with the option to extend for up to two years until October 2026 on a yearly basis. 

The agency will provide strategic counsel as well as execute and manage the full suite of PR work. This includes the successful solicitation of unpaid media coverage for programmes and initiatives under NCSS, and its sub-brands SSI and Community Chest, it said. 

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The appointed agency will also manage the brand’s share of voice and reputation in the news (print, broadcast and digital), and reinforce NCSS’ leadership in the social service sector. The tenderer will also be responsible for providing PR plans for public education campaigns, and publicity or advocacy initiatives.

Specific duties include positioning NCSS as a thought leader for social services and building the capability and capacity of social service agencies. It will also have to raise awareness of social service needs in the community, attracting talent for the sector, raising awareness and support provided to the social service agencies and encouraging people to commit to giving through events and initiatives of the Community Chest, President’s Challenge and SG Cares movement.

The appointed agency will also have to develop, maintain and update an NCSS media database to facilitate media engagement. arrange for regular engagement between NCSS and key media partners and identify online influencers and digital content producers that can amplify NCSS communications efforts and that of its sub-brands.

Some of the key events which may fall under the tenderer's purview include the Beyond the Label Fest, Community Chest Awards, Social Service Tribe Festival, and more. 

The tenderer will also be required to be available for crisis management and will need to review and strengthen the crisis communications framework at the start of the appointment. it will also need to provide counsel and assistance 24/7 in the event of a crisis.

The appointment will be valid from November 2023 to October 2024 with an option to extend for up to two years tentatively until October 2026 on a yearly basis. 

NCSS is the umbrella body for over 500 member social service agencies in Singapore. Its mission is to provide leadership and direction in enhancing the capabilities and capacity of our members, advocating for social service needs, and strengthening strategic partnerships for an effective social service ecosystem. 

The pitch comes as a number of government agencies go on the hunt for agencies to support their executions. Earlier this month, Singapore's Health Promotion Board (HPB) called a pitch to find a creative and digital agency to support its integrated marketing and communication projects. The tender will be awarded under a retainer model for a period of three years with an option to extend for another three years, according to GeBIZ documents seen by MARKETING-INTERACTIVE. 

This is a two-stage tender comprising of a pre-tender qualification and a selective tender with the qualifying round being the first stage of the selective tendering process. Only four shortlisted agencies that have been qualified at the pre-tender qualification stage will be invited to participate in the selective tender stage as tenderers, it said. 

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