More than 1,200 participants came together at Bloom with Hope 2024’s annual community walkathon on 2 March 2024 to celebrate the resilience, unity and unwavering spirits of cancer fighters in Singapore. Organised by 365 Cancer Prevention Society (365CPS) in collaboration with Tampines Central Community Club and Tampines Central Community Sports Network, the walkathon at Our Tampines Hub kicked off two days of exciting activities geared towards empowering members of the public to gain a better understanding towards cancer prevention, cancer fighting and cancer education. The event was graced by special guest and honorary patron to 365CPS, Dr Koh Poh Koon, Senior Minister of State, Ministry of Sustainability and the Environment and Ministry of Manpower.

365CPS Launches Free Cervical Cancer Screening to Eligible Members of the Public

In conjunction with Bloom with Hope and International Women’s Day, 365CPS celebrates the launch of #My1stPapTest, a free cervical cancer screening campaign for eligible members of the public from 1 March 2024 to 31 May 2024. This marks the 7th addition to 365CPS’ annual line-up of health and cancer screenings for lower-income individuals since the launch of its free health screening campaigns in 2021.

365CPS is the first and only social service agency to offer free colonoscopy, low-dose CT lung cancer screening, and the upcoming liver disease screening in support of the Healthier SG initiative. The complete line-up of 365CPS’ health screening campaigns in 2024 includes breast cancer, colorectal cancer, cervical cancer, lung cancer, gastric cancer, prostate cancer, and liver disease.

Members of the public who are interested in finding out more about 365 Cancer Prevention Society and the free health screening campaigns can visit https://www.365cps.org.sg.

For press enquiries, please reach out to the team at hello@baskcomm.com.

SINGAPORE, 6 February 2024 - Bask Communications has been appointed as 365 Cancer Prevention Society (365CPS)’s PR agency of record with a 1-year retainer, effective February 2024. Tasked with spearheading 365CPS's communications initiatives, Bask Communications will be focused on fostering a greater public understanding of cancer and the support offered by 365CPS. Additionally, the collaboration aims to boost participation in vital areas of cancer prevention, such as health screenings, and promote a better understanding of cancer within the community.  

For the past two decades, 365CPS, a non-profit organisation, has remained steadfast and dedicated to raising awareness, advocating prevention, and educating communities in Singapore on cancer. The strategic alliance with Bask Communications is poised to boost the society’s outreach and better serve the community.  

Ng Lay Peng, Director of Bask Communications shared, “We have been actively supporting 365CPS in its communication endeavors across various projects since 2023. The society’s decision to award us as the PR agency of record is a validation of our work and a testament to the success of our collaborative efforts. The team at Bask Communications is deeply inspired by the impactful work undertaken by 365CPS to serve the community.  We look forward to working closely together to drive more effective communication and engagement for the society.”  

This strengthened partnership reflects the shared commitment of both organisations to make a positive impact on the community through communication efforts.  

For more information and media enquiries, get in touch at hello@baskcomm.com.   

As 2023 draws to a close and the festive cheers ring, it is always a good time to call for reflection and a look back on my new journey as part of the team at Bask Communications. What an interesting experience it has been, being new to the PR industry in Singapore. There are certainly steep learning curves for a stranger to the industry, and the constant feeling of change that lurks at the back of my mind. But after 9 months, I have come to a greater and deeper understanding of the work we are involved in, and the vision we strive to achieve for our clients and various projects.  

One of the more memorable clients that I have had the privilege to work with this year is 365 Cancer Prevention Society. To be in the presence of the brave cancer fighters has been an eye-opener to the courage and strength one can have amid a gruelling battle against cancer. Not only do they uphold the positivity and energy to live life to the fullest, some even picked up roles to help their fellow fighters in the community. Some of the uncles and aunties I’ve met are truly inspirational and a shining example of how we can stay strong in the face of adversity. It is inspiring to learn about the efforts of organisations like 365CPS and the important roles they play in lending a hand to the less fortunate. I truly believe their work is extremely important and greatly appreciated by their many beneficiaries.  

One of our other projects this year is the Mitsubishi Electric Asia’s Car Boot for Good event. The weekend car boot pop-up market was part of the company's effort to encourage sustainable living and lifestyle in line with some of the global efforts in tackling the issues of climate change and pollution. It was another meaningful event that not only brought new life to secondhand goods but also showcased charities and social enterprises to the community. Beyond that, it was heartening to see many individuals willingly play a part in their lifestyle for a common cause. 

Mitsubishi Electric Asia's "Car Boot for Good" Preloved to Reloved Drive

In recent months, we have also begun working with Chinatown Business Association. As a Singaporean Chinese, this project resonated strongly with me. Perhaps it was a sense of individual responsibility, and the need to help preserve our Chinese culture and heritage, especially in an iconic location like Chinatown. Please look forward to what the CBA will be bringing in the upcoming year as we continue to bring in fresh ideas and activities that can hopefully help to build upon the rich history of Chinatown and at the same time introduce new sentiments and longing for this precinct. 

To wrap it all up, it has indeed been a fruitful 2023 for me as a PR consultant and I hope that there will be more learning opportunities in the coming year as I get to come into my own in the industry. Meanwhile, enjoy your holidays during this festive season. Here’s wishing everyone a great 2024 ahead!  

According to the Public Relations Society of America, public relations (PR) is a strategic communication process that builds mutually beneficial relationships between organisations and their publics. Most times though, people who are unfamiliar with PR tend to confuse it with advertising and being a media reporter.

While some people may refer to PR as a Persuasion Business, we find ourselves likening it to the business of building relationships. Regardless of whether it is a corporate communications or a product launch strategy that we are tasked to work on, we are ultimately working on connecting the business with its stakeholders.

What is the difference between public relations and advertising?

With a budget of $20,000, you may be able to afford three to four pieces of full-page full-colour advertisements in magazines. This is what we classify as paid media. The same amount of money can also go towards engaging a public relations team to work on a communications campaign over a fixed term to help you land publicity and feature articles on multiple media platforms and in the format that best suits the story you are telling. This is what we define as earned media. PR firms take the information given by the client and find the best way to package the story so that it gets the maximum exposure. It can take multiple formats, including interviews, press tours, product samplings and more, across traditional media platforms, social media, and digital outlets to in-person activities to maximise engagement.

Compared to paid media, earned media is usually perceived to be more credible as they have been independently verified by a trusted third party, as opposed to being purchased. 

Is public relations the same as corporate communications? 

Depending on what the communications campaign is about, PR can fall under the sphere of marketing or as a standalone. According to Edelman’s The Future of Corporate Communications Report, only 34% of Corporate Communications Officers reported directly to the CEO in 2014, with the vast majority reporting to the CMO. This number has increased to 46% today. More than ever, communications is increasingly being recognised as a strategic business driver for organisations.

COOs are seeing their organisations shift from singularly focused expertise to a multidisciplinary function of complementary capabilities. Leading teams are now balancing traditional skills like writing, storytelling, and media engagement with expertise in new areas like social purpose, risk management, creative and content marketing underpinned by a CommsTech stack providing data science, actionable insights and measurable outcomes.

-The Future of Corporate Communications, Edelman

The main difference between corporate communications and PR is that the former drives communications within an organisation, while public relations drives engagement and outreach with external stakeholders. Both streams of communication leverage similar skill sets. 

At Bask Communications, we are not just pros at supporting businesses with strategic public relations programmes with media and the public. We have also built and supported organisations with internal communications programmes to foster employee engagement and build a strong company culture at work.

If you’re curious to find out how we can partner together, get in touch now at hello@baskcomm.com. 

SINGAPORE, 15 September 2023 - Bask Communications is pleased to announce the win of a one-year PR retainer for Chinatown Business Association (CBA) following an open pitch. The agency will be supporting CBA for all communications duties in Singapore to boost awareness and engagement at Chinatown Street Market with both locals and international visitors.

Ng Lay Peng, Director of Bask Communications shared, “We are looking forward to our partnership with Chinatown Business Association. Through our strategic communications pillars, we aim to add more vibrancy to the preserved rich culture and heritage of the area, as well as attract more footfall and increased visitorship to the landmarks and businesses along Chinatown Street Market.”

For more information and media queries, please reach the team here.