While 2020 was a rough year for PR, the turmoil was felt most in the StartUp World and the PR vertical that services it. Reputations can make or break a start-up and dealing with the pandemic has not been an easy feat for most. PR teams handling startups have had to be quick to pivot with the fast-paced changes in the businesses while keeping pace with the fast-changing media landscape. So that brings about an interesting question on the startup PR rulebook? How has this changed? How have agencies pivoted to keep up with this change?  Jeremy Foo, Founder and CEO, Elliot & Co, Singapore joins us for this podcast to share his insights on the vertical. He was a part of the PRPOI panel on startups and gave an interesting perspective from the PR industry in Singapore – a city that is often the go-to destination for startups from India when they want the international label. In this podcast, we delve deeper into how Start-Up PR has evolved and pivoted over the last decade in Singapore.  Jeremy has been in the PR industry for more than 10 years and has worked across a spectrum of campaigns and a lot of award-winning ones in sectors spanning real estate, FMCG, healthcare, luxury, IT ,hospitality and startup. Under his leadership, his firm is now one of Singapore's fastest-growing PR agencies. His real passion lies with SMEs. Through Elliot & Co., he has served more than 500 SMEs and startups in the past 4 years. Having educated close to 1,000 SMEs on the power of public relations and with an intimate knowledge of the gaps in the SME market with regard to PR, Jeremy is leading the charge to allow brands of all sizes to attain their own cover story. Hit play and know more about how Start-Up PR functions in Singapore. This episode is by a special arrangement with PRPOI - A space dedicated to upskilling for PR & Communication professionals!