Our Process
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
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
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WCFA Davos Communications Awards
Gold, Best Marketing Communications Campaign
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IPRS PRISM Awards 2025
Merit, Outstanding 360-Degree Integrated Campaign (Consumer)
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SABRE Awards Asia Pacific
Finalist, Trade Show
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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
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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
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IPRS PRISM Awards
Winner with Merit, Outstanding Content
PRCA Southeast Asia PR Awards
Shortlist, Outstanding Small PR Agency
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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
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.
Our Key Team Members and Roles
Illka Gobius, Managing Director and CEO
Illka founded Pinpoint PR in 2015, and has nearly three decades of communications experience across Singapore, Australia, and the wider Asia Pacific region. She originally trained in Industrial Design, which informs a rigorous, systems-oriented approach to communications strategy: one that begins with structure before expression.
Illka has built and managed communications programmes across technology, science, fintech, sustainability, institutional reputation, and large-scale events.
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 was a panelist for a discussion on Ethics in Communication at the Davos Communications Summit 2026. She is currently organising the agenda for the IPRS PRISM Summit 2026.
Theodore Woon, Director
Theodore has ten years of experience at Pinpoint PR and prior experience at large regional agencies including Ate, Golin, and BCW.
He has led award-winning client-servicing teams across multi-channel, multi-market communications programmes spanning organisational reputation, brand-building, and stakeholder engagement. He is a senior strategist and the agency's lead account director across its most complex technology and institutional retainers.
Windy Oktaviani, Manager
Windy has been with Pinpoint PR for five years and manages communications programmes across technology retainers and event accounts in Southeast Asia, with particular experience in the Singapore, Indonesian and Thai markets. She is completing a doctoral degree in Business and Corporate Communications at the London School of Public Relations, Jakarta.
Hakim Ishak, Senior Associate
Hakim also has five years of experience at Pinpoint PR, having joined as an intern and progressed to Senior Associate. He manages communications across several of the agency's institutional and technology retainers, with a focus on Singapore and Malaysia. He is meticulous, well-organised, and trusted on long-tenure accounts.
Recent Customers
Technology Stack
Media Monitoring & Engagement
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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
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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.
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Research
We operate on a Google cloud-based system which enables us to work any time, any where.
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Workspace
Frequently Asked Questions
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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.
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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.
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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.
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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.
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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.