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INSTITUTE OF PUBLIC

RELATIONS OF SINGAPORE

In This Issue

Launch of UON-IPRS Student Chapter

Renewal of TP-IPRS Student Chapter MOU

#Crisis! #WhatTheHeckDoIDo? – Crisis Management on Digital Media

IPRS-PA NACLI Public Communication Series – In the Line of Fire: Do’s and Don’ts for grassroots leaders in a time of crisis

From Public Service to Public Relations: How I Made the Switch

Welcoming newly Co-opted Council Member

Have you renewed your IPRS Membership?

Issue No. 01/2016 January/February

An official publication of Institute of Public Relations of Singapore in PDF format, 7 pages only. All rights reserved. No part of this publication may be in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording or other-wise) be reproduced in whole or part with-out prior permission from IPRS. The opin-ions and views in this newsletter do not

reflect the official view of IPRS.

20 January 2016 – Launch of UON-IPRS Student Chapter

The University of Newcastle

(UON) Singapore signed a

Memorandum of Understanding

(MOU) with the Institute of

Public Relations Singapore

(IPRS) to launch a Student

Chapter. The MOU was signed

by Professor Amir Mahmood,

Pro-Vice-Chancellor, UON

Singapore and Mr Robert

Conceicao, President, IPRS.

The collaboration is the first

between a university and IPRS,

and the first for a Student

Chapter in 2016. The purpose of

the MOU is to help students

studying Public Relations (PR)

bridge the gap between

education and the working

world. The MOU will see UON

Singapore set up a Chapter that

will be run by its students.

Among the Chapter’s activities

would be two PR-related

activities in a year.

The launch, held at the UON

Singapore campus in PSB Academy, was attended by about 40 students from UON’s

Bachelor of Communication programme and senior PR practitioners including Mr Eric

Chan, IPRS Council Member, and Ms Tham Moon Yee, Managing Director, Stratagem

Consultants Pte Ltd.

“The MOU represents a way for UON Singapore to further expand and deepen our

relationship with IPRS.” Said Prof Amir. “The MOU brings our collective efforts and

activities under an umbrella. It provides us with a systematic way of pulling our

resources and undertaking activities that would help us to achieve our objectives.

(Continued on page 2)

Professor Amir Mahmood (L) and Mr Robert Conceicao (R) signing the MOU.

Introducing the UON-IPRS Student Chapter Council: (L to R) Mr Abhinay Lakshman, Communications Officer; Ms Aginaya Abbugao, Marketing and Events Officer; Ms Zoe Cusi, President; Ms Loren Ang, Vice President; and Ms Benyapa Tripanjasil; Treasurer. Not in picture: Mr Amritpal Singh, Secretary.

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It creates opportunities for our students to be exposed to the PR industry through IPRS events, and helps provide internship

opportunities. Overall, it provides our students with a rich experience. I think we are very fortunate to have the MOU with IPRS.”

Prof Amir added that it will be the students who will benefit most from the partnership with IPRS, something that Robert agreed

with. “We are providing a platform. We hope that the incoming Student Council will come up with innovative ideas to move the

Chapter,” said Robert, who encouraged the students to think out of the box when planning for the two activities a year that the

Chapter has to organise.

In his address at the launch, Robert shared the following advice with the students: “Take your time in finding out what you really

want. The PR industry has become very niched and specialised. Know yourself, know your strengths and weaknesses. There are

no shortcuts. Finally, work hard!”

27 January 2016 – Renewal of TP-IPRS Student Chapter MOU

Temasek Polytechnic (TP) and the Institute of Public Relations of Singapore

(IPRS) renewed their partnership for a Student Chapter through the signing of a

new Memorandum of Understanding (MOU) at the Chapter’s Annual Appreciation

Tea. The MOU was signed by Mr Daniel Yeow, Director, School of Business,

Temasek Polytechnic, and Mr Robert Conceicao, President, IPRS.

Attended by IPRS Council members, industry partners and TP management, the

event saw the official installation of the Student Chapter’s new Executive

Committee (EXCO) for 2016. Daniel presented letters of appointment to Ms Tania

Ong, the newly-appointed President of the Student Chapter, and members of the

new EXCO.

TP-IPRS Student Chapter is the first Public Relations (PR) Student

Chapter to be established in Singapore. The partnership aims to create

awareness of PR in the polytechnic and equip the next generation of PR

practitioners. The original MOU with IPRS was signed in 2012.

Daniel thanked IPRS for its unstinting support throughout the years. “The

Chapter opens new doors for the students. With a structured partnership,

the students will not only have the opportunity to be mentored by leaders

in the PR field but also hone their professional skills. One aspect of this

MOU is to give students the opportunity to continue with their IPRS

membership even after graduating from TP. This is in line with the national

SkillsFuture movement which emphasises lifelong learning,” said Daniel.

(Continued on page 3)

Mr Daniel Yeow (L) and Mr Robert Conceicao (R) at the ceremony.

The article and photos were contributed by (From L to R): Mr Nigel Chin (writer): Nigel did not have any aims in life until he was introduced to the world of sports journalism. Having in-terned with a sports association’s PR team, Nigel now aims to do everything he can to succeed in communications. Mr Jack Chong (writer): Jack Chong loves expanding his horizon through travelling. An avid swimmer as well, he hopes to make the world a better place. Ms Francesca Ann (photographer): Making bad look good since 1991. Mr Debayan Dutta (photographer): Debayan is a freelance photographer who aspires to be a travel photojournalist. He is very versatile, having participated in various activities throughout childhood. Nigel, Jack, and Francesca are 1st Year Communications Undergraduates at the University of Newcastle, while Debayan is a 3rd year Communications Undergraduate at the university.

Mr Daniel Yeow (7th from left), Mr Robert Conceicao (5th from

right), and Mr Eric Chan (4th from right) with the newly-

appointed Executive Committee.

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In his address, Robert said that IPRS’s support for the Chapter was in line with the Institute’s efforts to engage the next generation of PR practitioners.

The event closed with an inspiring address by Mr Eric Chan, IPRS Council Member, who encouraged the EXCO to continue having the passion for communication and bring the PR industry to greater heights.

The article and photographs were contributed by Ms Junita Lee (External Affairs Chairman, TP-IPRS Student Chapter, Year 3 Business Student) and Mr Cedric Cheok (TP-IPRS Student Chapter Member, Year 2 Business Student), respectively.

28 January 2016 – #Crisis! #WhatTheHeckDoIDo? – Crisis Management on Digital Media

The newly-appointed Executive Committee with their advisors, Ms Patricia Tay (1st from left), Ms Lily Lim (2nd from left) and Ms Elaine Lim (1st from right).

With a growing reliance on digital technologies, having a strong

grasp on a brand’s digital outreach is essential to any communication

practitioner. Mr Adrian Heng, IPRS Accredited Member, shared tips

and techniques on how to employ social media in a crisis in a one-

day workshop. Participants, most of whom were in communication

positions in their respective organisations, learnt what the public

expects of organisations in a crisis; the rules of engagement on

digital media; the various social media platforms available; and the

use of influencers and ‘dark sites’ in a company’s Crisis

Communication strategy.-

Ms Nicole Kwok, Senior Corporate Communications Officer,

Inland Revenue Authority of Singapore

“I attended this workshop as my department is developing our crisis

communications framework. A friend recommended this course to me. It

was a very interactive session. The crisis simulations and sharing sessions gave me many

insights.”

Ms Rachel Scully, Communications Advisor, ExxonMobil Asia Pacific

“I feel that digital communications is critical to any organisation. Knowing what to say, and how

and when to say it would be useful for any communication professional. I enjoyed the interactive

discussions and the insights shared by Adrian and the other participants.”

Mr Keith Tey, Head, Public Communication, People’s Association

“My boss informed me of this workshop. It’s good to keep ourselves informed on the options

opened to us in a crisis, especially when dealing with an online audience. The workshop was

informal yet informative, and shared how we can manage our brand during a crisis.”

Mr Adrian Heng (4th from R) with the participants.

Participants working on a group

assignment during a crisis

simulation.

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30 January 2016 – IPRS-PA NACLI Public Communication Series – In the Line of Fire:

Do’s and Don’ts for grassroots leaders in a time of crisis

‘Don’t start a fire when you can just put out the sparks.’ Ms Christina Cheang, Vice President, IPRS and Chairman (Singapore),

Weber Shandwick shared this nugget of wisdom with about 140 grassroots leaders during the first talk in the series for 2016.

Christina shared how grassroots leaders, being the frontline of communications in a crisis, can remain in a sea of calm amidst the

turmoil of speculation, fear and emotions and how a crisis could erupt. With social media, people have many avenues to garner

attention. Smartphones create connections and exposure almost

instantaneously. Information can be quickly spread throughout the

Internet even before it goes to the traditional media. One must be quick

in having the first and last say in a crisis. People are able to piece

together information to form their own version of what happened.

While many organisations do have their own official spokespersons and

crisis teams, Crisis Communication may have to begin with the frontline

staff such as the security guard at the door or the receptionist.

Top tips from Christina on how to manage a crisis without letting it get

out of control:

Be inclusive – Put yourself in the complainant’s shoes. Give him a

listening ear. A complainant without an avenue to vent will resort to other

measures.

Craft your message after you have actively listened to the complaint or

request. Ensure that the response meets the complainant’s needs, as far as

possible.

Don’t fudge – Responses should be proportionate to the amount of

information available to you at each stage. Do not say anything that you cannot

verify or promise.

Pace the release of Information – Do not cause needless alarm by releasing

information prematurely. Give only what the public needs to know at each stage

of a crisis.

Take Action – Assure the public by showing how you will be resolving the

crisis.

Show your perspective – If human error was a contributing factor in a crisis, own up. People tend to be more forgiving

and understanding when humility and sincere regrets are shown.

Dr Khider Mohammed, Chairman, Boundary Ville RC (Serangoon Division)

“Christina spoke very well about the do’s and don’ts of handling a crisis. As

grassroots leaders, we cannot mislead our residents. I learnt how to answer

responsibly to media queries. The insights I gained from the video which Christina

shared were also very useful.”

Ms Christina Cheang with Moderator Mr Robin Ng (R) and

Mr Martin Wong, Chairman, Toa Payoh West-Balestier, C2E

(L). Photo courtesy of NACLI.

Participant during Q&A session.

Photo courtesy of NACLI.

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From Public Service to Public Relations: How I Made the Switch

A year after joining the Civil Service, I realized that I aspired to work in PR instead. The problem was, I lacked relevant experiences

and qualifications.

My CV then screamed “civil servant”. The work I did was mainly policy implementation, with not a modicum of PR/ corporate

communications/ marketing to show. As for qualifications, I had a Major in International Relations. When an opportunity to do a

stint at a PR agency came, I knew I had to grab it by somehow making the hiring manager pay attention to my seemingly irrelevant

CV. So I submitted an application directly to the boss, in the form of a press release announcing my intention to apply and why I’d

make a great candidate. The boss contacted me the next day and I eventually got the stint.

I hope that by sharing my successful switch from public service to PR, others will be inspired to make the big changes in their

careers that they have always wanted to. Here are some tips to land a role in an unrelated field (not just PR!):

Emphasize transferrable skills – Much of the advice on making successful career changes that I read was on highlighting

transferrable skills. In my case, I emphasized relevant skills like the crisp concise writing that the Civil Service had trained me well

in.

Have a portfolio – Don’t just say that you are good at writing, prove it! Attach great written samples with your application

(either written for other publications or come up with one that is relevant for the role). I packaged my application in the form of a

press release to demonstrate two traits: firstly, I knew that PR entails media relations responsibilities like writing press releases.

Secondly, I knew what made an effective press release.

Networking – While job hunting, I felt lonely as I knew absolutely no one who worked in PR. I found networking events

very helpful as I could learn much by speaking to people who worked in PR. Most folks were more than happy to offer advice.

The start of a new year is typically a time when people consider making changes. If you are considering a big change like a career

switch, know that while the leap may seem scary, it is not impossible if you are willing to be bold and put yourself out there.

Good luck!

Ms Wan Ying Yi, Content Marketing Executive, Construct Digital, is a former civil servant who took the plunge into the exciting world of PR in 2015. When she is not keeping up to date with industry news on Marketing Interactive, she can be found cycling, manga drawing and laughing at funny memes on the

Internet.

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The IPRS President and Council 2015/2017 is pleased to welcome Dr Gregor Halff as a

Co-opted Member of the IPRS Council. Dr Halff is the Professor of Corporate

Communication Practice at Singapore Management University. He is also the Chair of the

Global Alliance for Public Relations and Communication Management for the term 1 July

2015 to 30 June 2017.

Welcoming newly Co-opted Council Member

Have you renewed your IPRS Membership?

It’s that time of the year again – time to renew your Membership! The annual Membership Renewal Exercise will commence at the

end of February 2016. If your IPRS Membership expires on 31 March 2016, you will receive an email notification from the IPRS

Secretariat.

IPRS Membership has its advantages:

Invitations to Members-only events

Networking opportunities

Professional dialogues

Great discounts at selected IPRS activities and events such as workshops, courses, and talks

Special rates for advertisements

Be kept up to date on PR developments

Opportunities to become an IPRS Trainer

If you do not hear from the IPRS Secretariat by 1 March 2016 on your Membership renewal, please contact admin@iprs.org.sg

or call 6534 1841. Details on the various membership categories can be found at www.iprs.org.sg/membership-information-fees.

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2015/2017 Council

President

Robert CONCEICAO

Vice-President Christina CHEANG

Honorary Secretary LIN Liangmin

Honorary Treasurer Joanna WONG

Council Members Edgar LEE

Eric CHAN

Gerald DE COTTA

Jovina ANG

Lily LIM Mike LIEW Dr Gregor HALFF (Co-opted)

Immediate Past President Stephen FORSHAW

The Secretariat

Senior Executive : Donovan KHONG

Finance & Accounts : Darissa GUAH

Newsletter Coordinator : Ernst LIM (IPRS Volunteer)

Contact Us

Have any queries or feedback for us?

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www.iprs.org.sg for more

information.

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to:

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Relations of Singapore

(IPRS)

43A South Bridge Road

Singapore 058677

Email: dpo@iprs.org.sg

Calendar of Events

IPRS Welcomes New Members! On behalf of the IPRS President and Council 2015/2017, a warm welcome to our new Members who joined us: Full Member Mr Tay Boon Sun, Senior Corporate

Communications Manager, Housing &

Development Board (HDB)

Affiliate Member Ms Jacelyn Koh, Financial Consultant,

Prudential Assurance Company Singapore

FEBRUARY

22 – Brown Bag Series— Talk on “Storytelling in

the Digital Age” by Tham Kok Wing, Director of

Development, Asia, Ruder Finn, and Ms Angeline

Koh, Founder, Tyros Pte Ltd

24 to 26 – Intake 01/2016 - Introduction to Public Relations and Mass Communication Course

End-Feb – Commencement of IPRS’ Annual

Membership Renewal Exercise

MARCH

23 – 46th IPRS Annual General Meeting (AGM)

28 – Intake 01/2016 - IPRS Professional Certificate in Public Relations and Mass Communication Course (T)

APRIL

2 – IPRS-PA/NACLI Public Communication Series Talk by Mr Gregory Tan, IPRS Fellow Member, Prin-cipal Consultant, BSG Communications (Topic and details to be announced soon)

5 – IPRS-RMIT Public Forum (Details to be anounced soon)

5 – IPRS Accreditation Roundtable (Details to be announced soon)

MAY

25 to 27 – Intake 02/2016 - Introduction to Public Relations and Mass Communication Course (T)

*(T) - Tentative

For more details on the above events, kindly contact the IPRS Secretariat at 6534 1841 or email admin@iprs.org.sg.