Cho Pei Lin is a pioneer in introducing Litigation PR to Singapore and her forte includes providing strategic PR consultancy in public affairs and public education campaign communications, corporate, litigation and crisis communications and government relations. Her strong acumen for developing creative and effective communication strategies has seen her sought after by clients ranging from government agencies, to global listed companies and non-profit organizations.
Most recently, Pei Lin helped strategize the integrated marketing, communications and events of SAF50 – commemorating 50 years of the Singapore Armed Forces. Pei Lin also led the team in providing strategic PR work for the whole-of-government communications approach towards SG50, a nationwide effort to celebrate Singapore’s 50th birthday as One People.
Other key projects handled by Pei Lin in recent years include the annual Total Defence campaign; the enactment of the Mental Capacity Act by the Office of the Public Guardian; the enactment of the Re-Employment Act with the Ministry of Manpower; providing strategic media relations work for the launch of a nationwide campaign “Way to Go!” for the National Productivity and Continuing Education Council; the Boys’ Brigade Share-a-Gift Box project; Sing, Love music project; and the Families for Life Celebrations.
In the regional scene, Pei Lin led her team to provide PR support for the 14th APEC Women Leaders Network meeting and Nestle’s Global CEO’s Asean Media Conference held in Singapore. Other corporate clients include Axa Singapore, China Sonangol, Nestle Singapore, Charles & Keith, Netccentric, Qingjian Real Estate and Evia Real Estate.
Pei Lin provides clients with rich insights and deep experience on crisis communications or disputes in areas and situations such as creating a strategic plan to communicate a privately held company’s divestiture of shares in a manner which did not alarm internal or external stakeholders; assisting a global food service manufacturer over a product recall; taking a case to the “court of public opinion” on behalf of a company wrongly accused of anti-competition; advising a firm about internal and external communication related to certain management changes and reputation damaging allegations; intentionally drawing media and public attention to litigation by a small corporation against prominent businesses and governmental entities; consulting and advising to various organisations with response to criminal investigations.
Pei Lin is an accredited PR Practitioner of the Institute of Public Relations Singapore and has an Honours Bachelor of Law Degree from the National University of Singapore. She volunteers with various community and non-profit organizations.