Singapore Prison Service calls for PR pitch

The Singapore Prison Service (SPS) is seeking a public relations consultancy to oversee its strategic communications, media relations and crisis response under a contract worth up to six years.

Issued by the Ministry of Home Affairs through the Home Team Science and Technology Agency, the tender covers an initial three-year term, with an option to extend for another three years. The contract is tentatively scheduled to begin on 1 July 2027.

The appointed agency will develop and implement SPS' communications masterplan, shaping its overarching narratives, key messages and audience engagement strategies. It will also use public perception surveys, stakeholder feedback and other data to assess how policies and initiatives may be received.

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Media relations will be a major part of the contract, spanning proactive story pitches, journalist engagement and media events. The consultancy will prepare press releases, factsheets, spokesperson briefs and anticipated media queries, while organising an annual media luncheon and maintaining a media contact database. Daily media monitoring across local and international news platforms, including weekends and public holidays, is also required.

Beyond day-to-day publicity, the agency will help SPS prepare for potential crises by identifying risks, maintaining response plans and developing a crisis communications manual when needed.

The remit also extends internally, with the consultancy expected to review staff communications channels, conduct employee surveys and advise on change management and leadership engagement. It will also maintain internal digital platforms and deliver customised communications training for SPS officers and relevant stakeholders.

The SPS has worked with several agencies across its communications and digital functions over the years. Most recently, in 2023, the Singapore Prison Service (SPS) appointed integrated marketing and communications agency That Marketing Guy to manage its social media presence, including channels for the Yellow Ribbon Project. The two-year contract, which included an option to extend for another two years, covered public engagement and efforts to strengthen perceptions of SPS and its rehabilitation work.

Before that, SPS appointed UM to handle its social media accounts in 2015, including its Facebook presence and communications for the Yellow Ribbon Project. UM had been working with SPS since 2013.

Earlier, Burson was appointed SPS' public relations agency of record in 2012, extending a relationship that had begun in 2001. Its remit included strategic communications, digital engagement and PR support for the annual Yellow Ribbon Prison Run.

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