I had the incredible opportunity to lead the PR strategy for SMART (Singapore-MIT Alliance for Research and Technology) at Blue Totem Communications for four years. SMART, the only MIT research center outside the US, wasn’t getting the recognition it deserved in Singapore. Our mission was to change that and showcase their fantastic work.
We developed a solid PR strategy focused on corporate, interdisciplinary research groups (IRGs), and owned media channels. One of the key challenges was translating complex scientific research into stories that everyone could understand. We successfully landed coverage in top media outlets like Bloomberg, CNA (APAC), BBC, and The Straits Times (Singapore). Over the years, we secured 2,500 media stories, putting SMART firmly on the map.
When COVID-19 hit, we highlighted SMART’s research contributions, further boosting their profile. Our proactive media engagement helped attract collaborators and funding by showing the real-world impact of SMART’s work.
We also ramped up SMART’s social media presence, especially on LinkedIn, by creating engaging content that resonated with their audience. Our strong media relationships paid off with increased outreach and more expert insights being requested.
These efforts made a big difference. SMART saw a significant boost in fundraising, collaboration opportunities, and stakeholder confidence. Testimonials from SMART’s leadership highlighted our innovative approach and the significant improvements in their PR strategy.