Our Process

Foreign Correspondents Association Media Briefing

Every Pinpoint PR engagement begins with the same process: we identify what your company represents, who your stakeholders are, what they currently believe, and what they need to believe. From that map, we build a communications toolkit — key message architecture, narrative development, spokesperson profiling, stakeholder segmentation — that shapes everything we do from that point forward.

With a sound foundation in place, we amplify messaging through whatever combination of tools each stakeholder landscape requires: earned media, opinion editorials, direct stakeholder campaigns, EDM and newsletters, LinkedIn and social content, advocacy communications, VVIP and institutional stakeholder management, event communications, and awards strategy.

Every account is led by a senior practitioner. We use technology to handle what most agencies assign to juniors, which keeps strategic counsel at the centre of every client relationship.

The Pinpoint PR Method

  • 01. Define Outcomes

    We start at the finish line. Before mapping a single tactical move, we isolate your commercial milestones—whether that is an enterprise acquisition, regulatory clearance, or a regional funding round.

    Inputs & Deliverables: PR Objectives • Desired Commercial Outcomes • KPI Mapping

  • 02. Gather Intelligence

    Trust is built locally and specifically. We analyse regional media trends, stakeholder sentiment, and competitor positioning to find the unique gaps your brand can uniquely own in Southeast Asia.

    Inputs & Deliverables: Data-Driven Market & Media Insights • Core Positioning • Integrated Campaign & Project Strategy

  • 03. Anchor the Messaging

    A global brand voice issued from headquarters without localisation can become a liability. We synthesise our insights into a foundational messaging framework that anchors your brand's core truth.

    Inputs & Deliverables: Key Message Houses • Bespoke Spokesperson & Media Training

  • 04. Design the Strategy

    We outline a high-impact blueprint that maps out exactly how, where, and when we will deploy your narrative to the people who influence your license to operate.

    The Deliverables: Campaign & Project Strategy Roadmap

  • 05A. The Key Message House

    We build the structural framework that aligns your leadership and disciplines your communications so every spokesperson builds the same nest

  • 05B. Tactical Roadmap

    We identify the exact distribution mediums, platforms, events, and trade exhibition spaces required to give your narrative maximum reach.

  • 05C. Spokesperson Training

    Your brand is the person who shows up. We run forensic media training to ensure your executives look flawless and remain bulletproof under high-stakes questioning.

  • 05D. Content Development

    Receipts, not narratives. We do the technical heavy lifting to translate complex engineering or financial data into high-value case studies, briefs, and whitepapers.

  • 06. Flawless Execution

    With an aligned message, an interview-ready executive team, and verified technical assets, we activate the campaign across regional tier-one media networks and stakeholder platforms.

    The Deliverables: Media Deployment • Ongoing Campaign Management • Impact Reporting.

WCFA Davos Communications Awards

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IPRS PRISM Awards

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SABRE Awards Asia Pacific

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Marketing Interactive Awards

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PRCA Southeast Asia PR Awards

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WCFA Davos Communications Awards • IPRS PRISM Awards • SABRE Awards Asia Pacific • Marketing Interactive Awards • PRCA Southeast Asia PR Awards •

Awards

Several award trophies and plaques won by, or awarded to, Pinpoint PR Pte. Ltd.
Pinpoint PR at the IPRS 'PRISM Awards 2025'.
Certificate of award for Best PR Leader Regional Award 2022, awarded to Illka Gobius in the Asia-Pacific Best PR Leader category, presented by the World Communications Forum Association.
Award certificate for Gold Winner in Best Marketing Communications Campaign at the 2026 Davos Communications Awards, presented to Pinpoint PR Pte. Ltd., with a purple background, gold accents, and a podium at the bottom.

  • WCFA Davos Communications Awards

    • Gold, Best Marketing Communications Campaign

  • IPRS PRISM Awards 2025

    • Merit, Outstanding 360-Degree Integrated Campaign (Consumer)

  • SABRE Awards Asia Pacific

    • Finalist, Trade Show

  • WCFA Davos Communications Awards

    • Best PR Leader Asia-Pacific, Illka Gobius

    PRCA Southeast Asia PR Awards

    • Winner, Digital and Social Campaign

    Marketing Interactive PR Awards Finalist:

    • Best Use of Social Media

    • Best Use of Technology

    • Best Use of Virtual Platforms

  • Provoke Media Top 15 Weighted

    • #2 Most Creative PR Agency globally

    SABRE Awards Asia-Pacific

    • Winner, Issues

    • Winner, Education

    PRCA Southeast Asia PR Awards

    • Winner, Best Strategic Communications Campaign

    Marketing Interactive PR Awards

    • Best Use of Advocates

  • IPRS PRISM Awards

    • Winner with Merit, Outstanding Content

    PRCA Southeast Asia PR Awards

    • Shortlist, Outstanding Small PR Agency


  • IPRS PRISM Awards 2017

    Winner, Best New Local PR Consultancy

    Merit, Outstanding Overall Corporate Reputation Programme — International (for OANDA)

    Campaign Asia top-5 finalist for the Best New PR agency in the Asia-Pacific region.

"Since working with Pinpoint PR, LASALLE's profile among local media and opinion leaders has grown significantly.

We are now approached more often for expert commentary on arts and design education. Pinpoint PR has made our media relations more strategic and effective, and they remain a valued partner in strengthening LASALLE's reputation."

— Chen Cuifen, Assistant Manager for Public Affairs, LASALLE College of the Arts

Our Markets

We operate with in-market practitioners and partners across:

Singapore — Malaysia — Indonesia — Philippines — Thailand — Vietnam

Pinpoint PR Markets Served in Southeast Asia .png

Affiliations

Pinpoint PR is a member of the Code Red Global Network for cybersecurity communications; a specialist global network that enables coordinated regional and international delivery for cybersecurity clients.

Our team are accredited members of the Institute of Public Relations Singapore (IPRS), the PRCA Asia Pacific, and the Singapore Press Club, and the World Communications Forum Association.

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Meet the Team

  • Illka Gobius, founder of Pinpoint PR Pte Ltd

    Illka Gobius

    Founder, Managing Director and CEO

    Illka founded Pinpoint PR in 2015. She has more than two decades of communications experience across Singapore, Australia, and the wider Asia Pacific region. She is a past board member of the Institute of Public Relations Singapore and the Foreign Correspondents Association of Singapore, and a permanent accredited member of the Singapore Press Club. She was named Asia-Pacific Best PR Leader at the WCFA Davos Communications Awards 2022, and won Gold for Outstanding Marketing Communications Campaign at the WCFA Davos Communications Awards 2026. She was also a panelist on the Ethics in Communication discussion at the Davos Communications Summit 2026.

  • Black and white photo of a young Asian man with short, styled hair, wearing a distressed denim jacket and a nose ring, standing outdoors with arms crossed and smiling.

    Theodore Woon

    Account Director

    Theodore has ten years of experience at Pinpoint PR with prior experience at Ate, Golin, and BCW. He leads the agency's most complex technology and institutional retainers across multi-channel, multi-market communications programmes.

  • Windy Oktaviani, Account Manager at Pinpoint PR Pte Ltd

    Windy Oktaviani

    Account Manager

    Windy has been with Pinpoint PR for eight years, managing communications programmes across technology retainers and event accounts in Southeast Asia, with particular experience in Singapore, Indonesia, and Thailand.

  • Hakim Ishak, Senior Account Executive at Pinpoint PR Pte Ltd

    Hakim Ishak

    Senior Associate

    Hakim joined Pinpoint PR as an intern and has progressed to Senior Associate over six years. He manages communications across institutional and technology retainers with a focus on Singapore and Malaysia.

  • Brian Shrowder, CEO of Mediacraft; senior crisis communications consultant at Pinpoint PR Pte Ltd

    Brian Shrowder

    Senior Counsel, Crisis

    Brian provides senior counsel on crisis communications and issues management, drawing on decades of experience across corporate, institutional, and government communications in Asia Pacific.

  • Glenn van Zutphen, CEO of vanMedia Group, senior media trainer at Pinpoint PR Pte Ltd

    Glenn van Zutphen

    Media Trainer

    Glenn is a former CNN and CNBC presenter who leads Pinpoint PR's media training programme, preparing spokespersons for broadcast, print, and online media across the region.

Recent Pinpoint PR Customer - Applied AI
Recent Pinpoint PR Customer - AStation
Recent Pinpoint PR Customer - Filigran
Recent Pinpoint PR Customer - Further.ag
Recent Pinpoint PR Customer - GrowthOps
Recent Pinpoint PR Customer - IPI Singapore
Recent Pinpoint PR Customer - JLL Residential
Recent Pinpoint PR Customer - Koelnmesse
Recent Pinpoint PR Customer - LASALLE College of the Arts
Recent Pinpoint PR Customer - Singapore Red Cross
Recent Pinpoint PR Customer - Salamander Advisory
Recent Pinpoint PR Customer - Sectigo
Recent Pinpoint PR Customer - TeamViewer
Recent Pinpoint PR Customer - Trade and Investment Queensland
Recent Pinpoint PR Customer - UNIS Hanoi
UNO Digital Bank logo

Technology Stack

Media Monitoring & Engagement

1

Muck Rack — media monitoring, journalist intelligence, and coverage reporting. 

RepTrak — a data-driven corporate reputation management platform that uses proprietary metrics to measure and analyze how stakeholders perceive a company’s brand, ESG performance, and overall credibility.

Telum Media — regional journalist database and media relationship management across Southeast Asia. 

Cision — press release distribution and earned media analytics.

Stakeholder Engagement

2

Simple Mind - stakeholder mapping

iContact  — stakeholder communications and engagement. 

Stakeholder Lists — custom made stakeholder communications lists. We use our knowledge, AI and desktop research to identify stakeholders, pattern their relationships, and build a contact list.

AI Use: Our team is adept at using AI as a tool. We do not rely on AI to generate client content. We use it to research, analyse, inform and report; reserving writing, editing, strategy development, and counsel for our senior practitioners. We typically will conduct desktop research and phone calls with journalists as well.

3

Research

We operate on a Google cloud-based system which enables us to work any time, any where.

4

Workspace

Frequently Asked Questions

  • Pinpoint PR was founded in 2015 by Illka Gobius, who serves as Managing Director and CEO. Illka has three decades of communications experience across Singapore, Southeast Asia, and the wider Asia Pacific region. She is a past board member of the Institute of Public Relations Singapore and the Foreign Correspondents Association of Singapore, and a permanent accredited member of the Singapore Press Club.

  • Selected awards include: Winner, Best Marketing Communications Campaign, WCFA Davos Communications Awards 2026; Best PR Leader Asia-Pacific, WCFA Davos Communications Awards 2022 (Illka Gobius); #2 Most Creative PR Agency globally, Provoke Media Top 15 Weighted, 2021. Winner, Digital and Social Campaign, PRCA Southeast Asia PR Awards 2022; Winner, Best Strategic Communications Campaign, PRCA Southeast Asia PR Awards 2021; Gold, Best Use of Advocates, Marketing Interactive PR Awards 2021; Winner, Issues and Winner, Education, SABRE Awards Asia-Pacific 2021; Winner, Best New Local PR Consultancy, IPRS PRISM Awards 2017.

  • No. Pinpoint PR is a deliberately boutique agency — senior-led by design, with directors and senior associates running every account, supported by technology that handles what most agencies assign to juniors. This structure keeps strategic counsel at the centre of every client relationship.

  • Pinpoint PR uses Muck Rack for media monitoring, journalist intelligence, and coverage reporting; Telum Media for regional journalist database and media relationship management; and Cision for press release distribution and earned media analytics. The agency does not use AI to generate client content — it uses AI to research, analyse, and report, reserving writing, strategy, and counsel for senior practitioners.

  • Pinpoint PR operates a remote work business model with a flexible, results-focused culture. We are dedicated to our craft and bring genuine intellectual curiosity to every brief — which is why we are drawn to clients with something complex or demanding to communicate.

    Every account is run by a senior practitioner. The person who pitches you is the person who manages your account; there are no handoffs to juniors after the contract is signed.

    We are proactive by nature. We bring ideas, angles, and opportunities to clients rather than waiting to be briefed. Our structure is deliberately lean, which means communication is clear, decisions are made quickly, and things move without unnecessary layers of approval.

    We use technology to handle research, monitoring, reporting, and analysis — which keeps our senior team focused entirely on strategy, writing, and counsel. We do not use AI solely to generate client content.

    We build programmes, not campaigns. Our average client tenure is two to seven years, because we invest in understanding each client's stakeholder landscape deeply and reinvent our approach as that landscape evolves. Clients stay because the work keeps delivering, not because of contracts.