Enhancing the corporate image of a statutory board through a public communication campaign : the PUB story.

Abstract

PUB's newly set up corporate communications team embarked on a 'mission' to attempt to change public perception of PUB as still a body that handle all utilities - gas, electricity and water. However, about five years ago, PUB became the national water agency, only dealing in water and being in charge of the entire water loop in Singapore. The team spearheaded a holistic public communications campaign to accomplish the goals and objectives set by PUB. This paper provides an in-depth understanding of the research objective, the campaign process and the results of the campaign. It also gives recommendations to better the next campaign which PUB might consider exploring in the near future as a follow-up.