National Library Board seeks PR agency

The National Library Board, Singapore (NLB) is on the hunt for a PR consultant or agency. The remit will be for one year, commencing tentatively on 1 December 2025, with the option to extend for up to two years. 

The appointed partner will provide PR consultancy services, media monitoring and analysis, issues and crisis management, and spokesperson training. According to a GeBiz tender seen by MARKETING-INTERACTIVE, the scope covers major NLB events, initiatives and corporate announcements, including library openings, exhibitions, conferences, reading campaigns, digital offerings and thematic collections.

The agency will be expected to develop and execute PR strategies, communications and publicity plans including social media for maximum and sustained positive media coverage. This includes drafting materials such as speeches, media releases, corporate articles, factsheets, talking points (with vernacular translations if needed), media invitations and social media plans.

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It will also handle media coverage for public events, pitch approved stories year-round, identify online engagement opportunities, and prepare spokespeople for interviews. A monthly tracker report must be provided, covering preparation, pitching, media queries, interview opportunities and PR value.

On the media monitoring front, the agency must deliver daily coverage reports including weekends and public holidays with full post-event monitoring and reporting. Monthly and annual social media analytical reports are required, along with coverage summaries that detail AVE and PR values and house all relevant clippings, audio and video files.

For issues and crisis management, the agency must track and manage communications when needed, providing strategic counsel and communications plans, supporting media briefings and post-crisis recovery. NLB must have direct access to senior agency leads at all times during a crisis.

The selected partner will also run spokesperson training for NLB’s team, designing and conducting up to five full-day runs annually for new spokespersons and two half-day runs for senior management and experienced spokespeople. Trainers must have at least 10 years of relevant PR experience and sessions must include classroom, role-play and simulated training with immediate performance review.

Interested agencies must have a proven track record providing similar services for at least three client accounts comprising Singapore government agencies or MNCs on a retainer basis within the past three years. The appointed team must demonstrate strong experience in strategy, counsel, media management, proactive pitching and crisis handling, both locally and internationally. The team should also have deep local industry experience and relationships with Singapore’s media, and be based here.

NLB's pitch comes as several statutory boards in Singapore are actively calling for fresh agency partners. Most recently, Singapore’s Ministry of Transport (MOT) is currently seeking an agency to develop a unified brand strategy that will bring MOT and its statutory boards — including the Civil Aviation Authority of Singapore (CAAS), Land Transport Authority (LTA), Maritime and Port Authority of Singapore (MPA) and Public Transport Council (PTC) — under one cohesive identity.

Meanwhile, the Ministry of Social and Family Development (MSF) is also on the hunt for a PR agency to support the Early Childhood Development Agency (ECDA). 

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