Expertise

Illka Gobius is an award-winning PR leader and the Managing Director of PINPOINT PR, a Singapore-based strategic communications agency recognized for excellence across Asia Pacific. With 30+ years in the industry, Illka has earned a reputation for her no-nonsense counsel, creative intelligence, and deep expertise in technology, science, and innovation PR. She has helped shape the reputation of global tech giants, startups, government initiatives, and some of the region’s most forward-thinking events. The topics of her presentations are:

• No, Earned Media Is Not Dead: Why Authority Still Matters in the Age of AI and Attention Decay - In an era of influencer overload and AI-generated content, Illka makes the case for why earned media is still the most strategic lever in reputation management.
• PR Ethics in a World of Grey Areas - Drawing on real client dilemmas, Illka explores how to navigate the murky crossroads of client advocacy, compliance, and conscience.
• Scaling a Strategic PR Agency Without Losing Your Soul - Illka shares lessons from building an award-winning boutique firm - balancing entrepreneurship, team culture, and client control.
• How to Be Visible in Generative AI Search: The Role of PR in GEO (Generative Engine Optimization) - Learn why PR not SEO holds the key to brand visibility in AI-powered engines like ChatGPT, Perplexity, and Gemini.
• Women Who Rewrite the Rules: Ethical Leadership, Boundaries, and Burnout in PR - From her book chapter on women in PR to her own agency journey, Illka speaks on how to lead and live with clarity.

Biography

Illka Gobius is the founder of Pinpoint PR, a leading consultancy in Southeast Asia for science, emerging and enterprise technology public relations. Established in 2015. Pinpoint PR is an award-winning Singapore-based public relations consultancy with a global PR remit. A veteran of the tech industry, Illka has held professional communications roles including head of marketing and senior consulting roles, in corporations and agencies, as a freelancer, a consultancy owner, and as a senior consultant in large agencies, including Burson-Marsellar and Euro RSCG.

Illka was named Best PR Leader in Asia Pacific at the 2022 Davos Communications Awards and regularly judges major international awards, including the SABRE Asia Pacific Awards. Her work has been honoured by PRCA, Marketing Interactive, IPRS, and SABRE across campaigns in reputation, digital, and advocacy.

She is also a contributing author to “The Power of Trust: or why PR ethics matter”, and a vocal advocate for earned media in the AI era - publishing widely on PR ethics, business longevity, and narrative authority.