Cho Pei Lin
MANAGING DIRECTOR
Cho Pei Lin
MANAGING DIRECTOR
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.
About Cho Pei Lin

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 led the communications and media relations for the commemoration of 50 years of the Republic of Singapore Navy in 2017 and the Republic of Singapore Airforce in 2018. She led the integrated marketing, communications and events of SAF50 and provided strategic PR work for the whole-of-government communications approach towards SG50.

Other key projects handled by Pei Lin include the annual Total Defence campaign over more than 5 years; the amendments to the Children and Young Persons Act for Ministry of Social and Family Development in 2019 and 2020; 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 recent years, she led the PR work for many real estate projects including Guoco Midtown, Meyer Mansions, Martin Modern, Wallich Residence, Park Place Residences at Paya Lebar Quarter, Gem Residences and Lake Life.

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, GuocoLand Singapore, NTUC Enterprise, PAP Community Foundation; Gamuda Land; China Sonangol, Nestle Singapore, Qingjian Real Estate and Evia Real Estate.

Pei Lin provides clients with rich insights and deep experience on crisis communications or disputes in areas such as data breaches matters including cross-borders data breaches, data breaches involving personal data of more than 800,000 and global ransom of business information; consulting and advising various organisations with response to criminal investigations and prosecution and civil litigation matters; global retrenchment exercises; assisting the biggest 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; providing advise about internal and external communication related to management changes and reputation damaging allegations; intentionally drawing media and public attention to litigation by a small corporation against prominent businesses and governmental entities; a privately held company’s divestiture of shares in a manner without alarming stakeholders; fires, worksite accidents, death of prominent personalities and funerals of persons with high media and public interest and other emergencies.

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.

Key Practices

Testimonials

We engaged Pei Lin and the APRW team to assist us with a recent communications crisis. Their experience in media and government relations have proved to be a great asset to us during a trying time for the organisation. They are extremely competent and capable and were able to come on board very quickly to value-add. Their commitment and strategic advice have also been invaluable. I highly recommend APRW if you need a team who is able to perform under great stress and to provide sound and strategic counsel.
– Mr Robert Calzadilla Executive VP, DFS Venture Singapore
There are usually several moving pieces to deal with throughout the litigation process. When legal and public relations intersect and having a good crisis communications plan in place is critical, we brought Pei Lin on board several matters over the last few years to assist clients. Her in-depth experience in crisis communications work and deep understanding of the media landscape has made her invaluable to the team. Her litigation experience allows her to very quickly understand the legal issues and positions to work hand-in-hand with our team for clients. Clear-headedness, calmness and conclusiveness – these are crucial elements required in any crisis; these qualities come naturally to Pei Lin, giving composure to clients in their most difficult times.
Mr Loh Kia Meng, COO & Partner Dentons Rodyk & Davidson

Thought leadership

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