Theodore Woon
PR and comms consultant | Executive thought leadership, APAC
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The situation: A leading arts institution in Singapore had negligible media presence and no established voice in public discourse on arts education policy.
What I did: Led the full strategic communications programme over four years. Built an executive positioning and op-ed strategy that placed the institution's leadership in sustained public conversation on arts education. Provided ongoing media counsel to develop institutional spokespeople into credible, quotable voices for journalists and policymakers.
The result: Senior leaders became recognised thought leaders on arts education policy. The programme contributed to parliamentary discussion on the sector and preceded the formation of a new national arts university. Won two industry awards for Best Strategic Communications Campaign and Educational and Cultural Institutions.
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The situation: An international property investment expo launching in Singapore needed to build credibility in a crowded market and attract serious investors and media attention from key buying markets including the UK, Portugal, Thailand, and Indonesia.
What I did: Designed and executed a fully integrated PR programme combining earned media outreach, 13 strategic media partnerships across APAC and Europe, a journalist visit programme, and an onsite media centre. Personally responsible for 38% of total coverage generated.
The result: 829 total placements across 700+ global channels. USD 4.75 million advertising value equivalent. 455 million in potential audience reach. Placements included the Associated Press, the Financial Times, Yahoo Finance, and The Business Times. For context, a comparable Singapore real estate event typically generates 50 to 80 media impressions.
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The situation: Asia's largest food and beverage trade exhibition needed a PR programme spanning 45 countries to drive international trade visitor attendance and establish the event as the definitive platform for APAC's food industry.
What I did: Led end-to-end media relations across Southeast Asia, South Asia, and East Asia. Built and managed a network of international media partners, coordinated journalist visit programmes, and drove a content strategy across earned, owned, and paid channels.
The result: 4,576 published articles across 45 countries. USD 8.6 million in advertising value equivalent. Over 1 billion unique monthly visitors in total audience reach. 1,235 international media placements, with representation from Reuters, Nikkei, CNBC, and BBC among others.
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The situation: A Singapore-headquartered AI infrastructure company was preparing to announce a strategic alliance with a Big Four consulting firm. The goal was to establish credibility with institutional investors and enterprise clients across APAC, with tier-one financial and technology media as the primary target.
What I did: Developed the narrative positioning the alliance as a market-defining move in AI infrastructure. Orchestrated a media day at the client's Singapore facility, hosting nine tier-one outlets. Managed all journalist relations, spokesperson preparation, and interview sequencing on the day.
The result: 147 articles published within 48 hours of the media day. Coverage secured across Bloomberg, Reuters, The Wall Street Journal, CNBC, CNA, and The Edge Singapore. Zero negative sentiment.
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