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During the early stages of the Covid-19 pandemic, the importance of corporations’ community support became crystal clear. As a globe, we faced an unprecedented level of disruption. In a democratic society, it falls on all of us to do our part to attend to the needs of the vulnerable and disadvantaged. The onus is thus on profitable enterprises to attend to the importance of community support as part of their overall corporate affairs practices.

Corporate social responsibility (CSR) is an essential part of any business, as corporations do not exist outside of society. This is obvious during a crisis like…


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This piece was originally published by one of our writers on e27.co. The original publication can be viewed here.

When Covid-19 struck in early 2020, universities and schools around the world found themselves suddenly shifting to digital education, a scenario many had never conceived of before. Teachers and professors rapidly switched to Zoom with mixed results.

In this period of rapid technological adoption, the existing educational technology industry, or EdTech, led the way in providing mass digital education services in Singapore. …


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Over the past few months, Zoom has become a ubiquitous term in the vocabularies of millions of people all over the world. As the global community retreated into our homes and governments instituted national lockdowns during an unprecedented pandemic, it became clear that the nature of communications has changed drastically. What does this mean for B2B companies and communication strategies moving forward?

The importance of keeping an eye out on the news cycle and popular commentary cannot be understated. Given how rapidly the situation has evolved within countries, it is crucial that we keep abreast of the changing developments. Singapore…


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As the coronavirus pandemic worsens, engulfing Europe, America, and India in particular, other places like Hong Kong, Malaysia, and Taiwan seem to have gotten a handle on the cases that first spread outward from China. Yet, as the global death toll passes 320,000, the prospect of a second wave in the fall is almost certain, and more and more countries will impose social distancing and national lockdown.

Our baseline projection is that the epidemic will last until the end of next year, with the economic depression lasting longer. …


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During Covid-19, it feels like creativity is the last thing on our minds. Most companies are focused on simply getting by, making the best out of a bad situation, and mitigating the worst of the crisis. Yet, it is during times of crisis that creativity is most urgently needed to propel the company forward. In these dire times, with most employees working from home, what are the key elements in fostering a workplace environment that nurtures creativity?

A Culture of Involvement

A key aspect of a creative environment is involvement. Your employees must feel involved and that they continue to…


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Covid-19 has brought with it an onslaught of unexpected economic impacts, beginning with the February stock market crash and the International Monetary Fund’s declaration that 2020’s recession will be far worse than even that of 2009. Customers have tightened their wallets and become more frugal in their spending.

Business leaders hence need to zero-in on what makes their target audience tick, and how to reach them better. This can be done by adopting a customer-oriented approach that accurately recognizes and meets the needs that customers are facing. …


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Undoubtedly the future of work is at home.

Or so Forbes predicted in a recent article, in response to the Covid-19 pandemic which moved millions of workers into their study rooms. They’re not the only ones suggesting that the future of work will be a hybrid one, with telecommuting speculated to emerge as a fixture of post-Covid life. That’s even if there is a post-Covid world: some experts predict that the world Covid-19 has ushered in will be around for the next 2 years.

In any case, employers have to consider how to manage working from home as this new…


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For a PR practitioner, your most important skillset is your ability to catch the attention of a journalist. To be featured in widely-read newspapers and columns is the hallmark of a successful company with a distinct brand identity. How can you enthral a journalist quickly with your pitch?

Newsworthiness

A journalist’s bread-and-butter is breaking news. Newsworthiness is the key element that look out for in every pitch. What makes your story news?

Timeliness

As the name suggests, news requires your pitch to be about something relevant and timely. Your pitch needs to be current, and it needs to say something…


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“Content builds relationships. Relationships are built on trust. Trust drives revenue,” says best-selling marketing advisor, Andrew Davis. With the rise in content consumption and the need for guidance in difficult times, this is a vital period for B2B companies to revamp their content marketing.

Early in 2020, Forrester released a report on the changing B2B content marketing landscape, highlighting that millennials now constitute more than 33% of global technology-buying decision-makers. The report detailed the diverse expectations of millennials, including but not limited to:

  • Credible and substantiated reports
  • Genuine and empathetic stories
  • Diverse content, such as video, short-form, and community-contributed content

IDEA Communication

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