Sally Levels The PR Playing Field For Startups

What’s your story?
The corporate world can be viewed as a constant, oft lopsided war of Davids vs. Goliaths – the smaller outfits, the bootstrapped startups, the mom-and-pop stores against huge, unwieldy conglomerates, and global brands. Big names dominate the media everywhere – newspapers, magazines, television, radio, online and social media. As a result, startups and small businesses that are unable to commit to expensive PR retainers are left out of the game without media exposure, journalist relationships, and brand legitimacy.

That is why I started Saltine Communications, a nimble, accessible public relations firm designed for startups. We empower the Davids to even the playing field for all startups.

What excites you most about your industry?
The great leveler of our time: technology. Our little niche of “Startup Public Relations” has always been about communications and used to be more about connections. Yet, it appears, as our pace of work increases, the human touch lessens and technology takes over our roles: from media outreach to big data, to the last frontier of human-driven PR, our writing. I look forward to the day we successfully cannibalise our own jobs with a self-service, on-demand media ecosystem driven by artificial intelligence and natural language processing.

What’s your connection to Asia?
I was born and bred in Singapore but my mind, body, and soul are usually on holiday all around the world.

Favourite city in Asia for business and why?
Singapore has top-notch human capital and infrastructure which are essential building blocks to a successful business.

What’s the best piece of advice you ever received?
Focus on what you can change.

Who inspires you?
I am inspired by nearly everyone I come across. I draw inspiration from a human tapestry of diverse experiences, viewpoints, and souls.

What have you just learnt recently that blew you away?
I am feeling more like a boomer than a millennial recently because my interns introduced me to Slack which did wonders for our internal organisation and productivity. Pretty mind-blowing!

If you had your time again, what would you do differently?
I would have taken the opportunity to study overseas – it remains a wistful bucket list item I hope to cross off in the future.

How do you unwind?
I enjoy spending quality time with my loved ones.

Favourite Asian destination for relaxation? Why?
Bali — fantastic grub, endless beach clubs, and tranquil pool villas make for a little slice of heaven.

Everyone in business should read this book:
“Built to Sell: Creating a Business That Can Thrive Without You,” by John Warrillow

Shameless plug for your business:
At Saltine Communications, our focus is simple:
We secure affordable media features and press interviews for underserved startups and SMEs, be it in newspapers, online publications, magazines, television or radio, starting at just $800. Pay only for results.

Besides media coverage, Saltine provides complementary services such as social media management, strategic brand development, and influencer marketing – providing clients with a holistic approach to increasing their media presence and building credibility in the early stages of their growth.

How can people connect with you?
Connect with me on LinkedIn

Twitter handle?

To hear how entrepreneurs around the world overcome their challenges, search your favorite podcast platform for ‘CallumConnects’ to hear a 5-minute daily breakdown.

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started, built, and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder and CEO of MBH Corporation PLC. He is the author of three best-selling books ‘Progressive Partnerships’, ‘Agglomerate’, and ‘Entrepreneurial Investing’.

Connect with Callum on Twitter and LinkedIn
Download free copies of his books at


Welcome to Empirics

We are glad you have decided to join our mission of gathering the collective knowledge of Asia!
Join Empirics