National Library Board starts new chapter with PR partner

The National Library Board, Singapore (NLB) has appointed The Nutgraf as its PR consultant and agency partner. The one-year engagement comes with the option to extend for up to two years. 

The Nutgraf will handle PR consultancy, media monitoring and analysis, issues and crisis management, and spokesperson training for the board. Its remit covers major NLB events, initiatives and corporate announcements, including library openings, exhibitions, conferences, reading campaigns, digital offerings and thematic collections, according to tender documents seen by MARKETING-INTERACTIVE.

As the appointed agency, The Nutgraf will be tasked with developing and executing PR strategies and communications plans, including social media, to drive sustained positive media coverage. Deliverables include speeches, media releases, corporate articles, factsheets, talking points, media invitations and social media plans.

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In addition, The Nutgraf will manage media coverage for public events, pitch approved stories throughout the year, identify online engagement opportunities, and prepare NLB spokespeople for interviews. It will provide monthly tracker reports detailing preparation, pitching, media queries, interview opportunities and PR value.

For media monitoring, the agency will deliver daily coverage reports, including weekends and public holidays, with full post-event monitoring and reporting. Monthly and annual social media analytical reports are also required, alongside coverage summaries including AVE and PR values, as well as all relevant clippings, audio and video files.

On issues and crisis management, The Nutgraf will track and manage communications when needed, provide strategic counsel, support media briefings, and assist in post-crisis recovery. NLB must have direct access to senior agency leads at all times during a crisis.

The partnership also includes spokesperson training, with up to five full-day runs annually for new spokespersons and two half-day runs for senior management and experienced spokespeople. Trainers are required to have at least 10 years of relevant PR experience, with sessions incorporating classroom learning, role-play and simulated exercises with immediate performance review. 

MARKETING-INTERACTIVE has reached out to NLB and The Nutgraf for more. 

NLB's pitch, which was first reported by MARKETING-INTERACTIVE in July this year, came as several statutory boards in Singapore called for fresh agency partners, including the Ministry of Transport and Ministry of Social and Family Development among others. 

Most recently, Yellow Ribbon Singapore called for a PR pitch, seeking for an agency to manage its communication over the next two years.

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