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INSTITUTE OF PUBLIC

RELATIONS OF SINGAPORE

In This Issue

Graduation Ceremony for Intake 02/2015 of the Professional Certificate in Public Relations and Mass Communication Course

Applications Now Open for Annual IPRS Accreditation Exercise!

Networking Night with 33 Talent

Seven Ways to Safeguard Your Company’s Reputa-tion

IPRS-LSPR Workshop on “An Overview of the Com-munication Landscape in Singapore” – 27 Novem-ber 2015

IPRS-PA/NACLI Commu-nication Series: “It is Time to Start Engaging and Stop Posting! Tips and Tricks to Connect with your Residents on Digital Media”

World Conference on Pub-lic Relations in Emerging Economies (WCPREE)

Introduction to Public Re-lations and Mass Commu-nication Course

So you want to work in PR?- Five lessons that I’ve learnt from working in a PR firm following a career switch

Season’s Greetings

Issue No. 06/2015 November/December

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.

26 November 2015: Graduation Ceremony for Intake 02/2015 of the Professional Certificate in Public Relations and Mass Communication Course A Graduation Ceremony for

the 2nd intake of the 3-month

course was held in conjunction

with an IPRS Networking

Night. Six out of the eight

participants were Public

Relations practitioners.

The trainers, all of whom were

IPRS Accredited Members,

brought a wealth of experience

to the course. Key concepts

and techniques covered in the

course included:

How to develop a Communication Plan

Media Relations

Crafting News Releases

Crisis Management

Event Management

Corporate Social Responsibility

Integrated Marketing

Digital Communication

Ms Nurfarahislinda Binte Mohamed Ismail,

Communication, Asian Clean Fuels Association

“I found the course interesting. As a Communications Manager, it has helped me gain

a better grasp of my role in order to perform my work better.”

Mr Sebastian Yang, Media Relations Executive, Singapore Prison Service

“The programme could be summed up in three words - informative, insightful, and

inspiring. Our lecturers brought about lively discussions on important and relevant

issues and topics. We were challenged to question the obvious and encouraged to ask

when in doubt. The knowledge and lessons learned from the experts, as well as the

friendships forged and experiences shared, made rushing to class after a hard day's

work, twice a week, over three months, worthwhile. Seated in the classroom with me

were seven other amazing individuals eager to learn, open to sharing, and happy to

help. I couldn't have asked for more.”

We wish our graduates all the best! Look out for the next run of the course, to be held

tentatively between March and June 2015. For more information, you may visit our

website, email us at admin@iprs.org.sg, or call 6534 1841.

Graduates with IPRS President, Mr Robert Conceicao. This article was contributed by Ms Floremae Lukshumayeh (2nd

from R).

Top student, Mr Sebastian Yang, receiving his Certificate from Robert.

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Applications Now Open for Annual IPRS Accreditation Exercise!

The IPRS Accreditation Programme seeks to acknowledge senior practitioners for their qualifications, expertise and

experience. Accreditation is synonymous with industry recognition, peer acknowledgment and public regard. Today, IPRS has

about 55 Accredited Members.

PR practitioners (Senior Consultants/PR Managers) who meet the following criteria may want to consider putting themselves

forward for Accreditation:

At least eight years of full-time experience in the professional practice of Public Relations, Corporate Communication,

Marketing Communication or Media at managerial level.

At least four years must be in a communication role (Journalism, research analyst, etc. do not constitute as communica-

tion, even though these roles are part of the media landscape).

Shortlisted candidates will be invited to an accreditation “tea chat” to validate and affirm the candidate’s professionalism and

PR skills. Newly-Accredited Members will be formally recognized at key events such as the annual General Meeting and the

bi-annual PRISM Awards. Here are some of the benefits of Accreditation:

The privileged use of the title ‘AMIPRS’ to reflect the prestige bestowed upon the best in the profession.

Access to by-invitation-only seminars/talks, networking events and dialogues with key influencers from Singapore and

international arena.

Priority access to all IPRS events and connections to the latest best practices and upcoming developments in the PR and

communication profession.

Accredited Members are the preferred choice to helm courses and workshops organized by IPRS.

Opportunities to be the voice of the profession and to represent IPRS at public talks and forums.

Be a mentor to Communication graduates and undergraduates.

Applications close on 31 January 2016. Please click here for the application form. For more details, please visit our website

here. You may also contact the IPRS Secretariat at 6534 1841 or email to admin@iprs.org.sg for more information.

25 to 27 November 2015: Introduction to Public Relations and Mass Communication The fourth intake of the 3-day Introduction to Public Relations (PR) and Mass Communication Course for the year saw

participants learn the latest in PR principles and best practices from a team of seasoned trainers, who added their own

experiences to the mix. The trainers were Mr Gerald De Cotta, IPRS Council Member and Director, Corporate Communica-

tions, Singapore Business Federation; Mr Robert Conceicao, IPRS President and Managing Director, Majic Communications

and Ms Jovina Ang, IPRS Council Member and Director, Communication, all of whom are also IPRS Accredited Members.

Participants with Jovina (3rd from L), who covered Integrated Marketing

Gerald provided an introduction to PR and

Media Relations.

Robert covered Crisis Communication.

Ms Lestira Agustina Sani Mendur,

Finance & Admin Professional, GIZ

SSTC/ N66, Indonesia

“The course is very interesting. This is

the first PR course I have attended.

There are a lot of things I will be able to

apply to my work. I look forward to more

IPRS courses.“

Ms Song Jia Jia, Executive, Keppel Corporation Limited “The course was informative, especially when the

lecturers were able to share their experiences. I

hope to apply what I have gained in my work.

Additionally, I hope to use the tips that Mr Robert

Conceicao shared on Crisis Communications

should a crisis occur at my workplace.”

Look out for the next intake of the Introduction to Public Relations and Mass Communication course, which will be held, tenta-

tively, from 24 to 26 February 2016! For more information, visit our website at http//iprs.org.sg/introduction-to-public-relations-

and-mass-communication-course or call 65341841.

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It was an evening to remember as IPRS Members, PR

professionals and students attended a panel discussion on

PR careers and the difference between in-house PR and

PR agencies. The event was co-organised by

IPRS and 33 Talent, a talent acquisition and management

services firm that provides recruitment, executive search

and managed talent consulting services.

A panel discussion, moderated by Ms Kathryn Woof,

Managing Director (Asia) and Co-Founder, 33 Talent,

kicked off the event and addressed the age-old battle

between in-house and agency PR careers. The panellists

were: Ms Lena Soh-Ng, IPRS Fellow Member and Senior

Partner, Huntington Communications; Mr Danny Tan,

Associate Director, MSL; Ms Lisa Lim, Manager,

Corporate Communications and Brand Management,

BW Maritime; and Ms Lina Marican, VP Consumer PR,

Lazada.

Key takeaways from the discussion:

There are many areas of focus in an agency, whereas

in-house focuses on only one brand or business.

There is a perception that those in in-house PR are

paid less. However, this is usually made up by more

welfare benefits and perks.

When deciding between agencies and in-house, one

should ask if their preference is structure or flexibility.

An engaging Q & A Session followed. In response to a

question, the panellists agreed that moving from an agency

environment to an in-house job, and vice versa, requires

research. It will be necessary to understand the agency’s

culture and evaluate if it matches your expectation.

(From left to right): Kathryn and the four panellists, Lena, Danny, Lisa and Lina.

Enjoying the Q & A Session.

Ms Priya Suraindran, Corporate

Communications Executive, PSA

“The biggest thing I have learnt is that

you really need to know yourself if you

want to make a move from agency to

in-house or vice versa and whether

you are suited for the change.”

Joyce Lee Li Xin, Student, University

of Newcastle

“I now better understand the difference

between an agency and in-house,

especially with Lisa’s creative analogy of

a ruler and a vernier calliper.”

The article and photographs were contributed by Temasek Polytechnic (TP)

students, Ms Tania Ong (President, TP-IPRS Student Chapter) and

Ms Clarissa Tan (Publicity Secretary, TP-IPRS Student Chapter), respectively.

26 November 2015: Networking Night with 33 Talent

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IPRS-LSPR Workshop on “An Overview of the Communication Landscape in Singapore” – 27 November 2015

IPRS Accredited Member, Mr Adrian Heng, shared insights on the overview of the communication landscape in Singapore

with 12 visiting students from the London School of Public Relations (LSPR) in Indonesia, who are studying a varied mix of

Public Relations, Advertising, Performing Arts Communication and Mass Communication majors. The students, who were

accompanied by Ms. Gesille Sedra Buot, Dean of Department of Mass Communications & Department of Digital Media

Communication & Advertising, LSPR, were in Singapore as part of their International Work Experience Programme.

9 December 2015 - Seven Ways to Safeguard Your Company’s Reputation

IPRS’s final event for 2015 was a talk by a special guest, senior communications adviser,

Mr Charlie Pownall, on managing companies’ online reputations.

His sharing was timely given a 2014 EIU-Clifford Chance study that found that concerns about

reputation now trump financial performance for boards in America.

Safeguarding online reputations begin with having a skilled communications team. The team should

regularly monitor online sentiments, as well as continually maintain good relationships with the

company’s key stakeholders. It should also develop strategies for responding to any incidents that

may escalate into a crisis.

Charlie emphasized that companies should not have an online risk management plan for its own

sake. The plan can only be truly effective if the company’s top leadership is on board. Thus, the

onus is on the communications team to speak “business” with them in order to be on the same

wavelength. The plan should also be integrated into the overall business infrastructure as opposed

to being something extra.

The communications team needs to respond swiftly and appropriately to any poten-

tially harmful incidents. Twitter should be the first line of defense as opposed to

Facebook. This is because Twitter is a platform for influencing, while Facebook is

more for engaging. Twitter is therefore more closely monitored by bloggers and

journalists.

Charlie summed up his presentation with a quote by former US President Dwight D.

Eisenhower: “Plans are useless, but planning is useful”. In the volatile and dynamic

online world, PR practitioners must ensure that plans continually adapt and stay

relevant. Participants listening intently to the talk.

IPRS President, Mr Robert Conceicao (L) presenting Mr Charlie Pownall (R) with a token of appreciation.

A contribution by IPRS volunteer, Ms Wan Ying Yi.

Ms Cindy Chew Sze Ling, National Healthcare

Group Polyclinics (Centre) with her colleagues

at the talk.

“The case studies were useful for us to take note of

and to apply to real situations we face in our work,”

says Cindy.

Adrian with the contingent from LSPR.

Adrian with the contingent from LSPR.

Adrian receiving a

token of appreciation

on behalf of IPRS from

Gesille.

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25 October 2015 – IPRS-PA/NACLI Communication Series: “It is Time to Start Engaging and Stop Posting! Tips and Tricks to Connect with your Residents on Digital Media”

Mr Adrian Heng, IPRS Accredited Member,

shared insights on digital media with about

200 grassroots leaders at the sixth talk in

the IPRS-PA/NACLI Communication series,

which was moderated by Mr Terence Quek

Chun Hou, PBM, NACLI Board Member.

Adrian shared innovative social media

techniques and tips on how to respond to

residents’ online feedback, including:

Don’t just post, engage: Great content

is, well great, but more importantly,

see how you can get the target

audience to engage in a two-way

conversation with you online. This

could be as simple as asking questions

and soliciting opinions. It allows for a

more meaningful and useful dialogue.

Keep goals in line with public demand: Make the effort to learn what your audience wants and how to mesh this

with your objectives. This will allow more focused and effective efforts in online engagement.

Look out for the next talk in the IPRS-PA/NACLI Communication Series by Ms Christina Cheang, Vice President, IPRS and

Chairman (Singapore), Weber Shandwick on 30 January 2016!

Participants listening intently to the talk. (Photograph courtesy of NACLI)

Adrian sharing insights with participants. (Photograph courtesy of NACLI)

Adrian (L) and Terence (R). (Photograph courtesy of NACLI)

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15 – 18 November 2015: World Conference on Public Relations in Emerging Economies

The first World Conference on Public Relations in Emerging Economies

(WCPREE) was held in Nairobi, Kenya. About 300 delegates from emerging

economies in Africa, South America and Asia attended this conference. I was

one of the speakers who conducted a master class on “A new approach to

brand management” to a room full of delegates.

It was evident that Africa will be the next growth engine for Public Relations

(PR) and communication in support of the continent’s rapid economic growth.

According to the World Bank, six of the 13 fastest growing economies in the

world are in Africa. Consumer spending is also on the rise.

With a population that is geared towards the youth and a market landscape

that is technology-enabled and powered by mobile phones, the opportunity for communication is enormous especially for local

PR practitioners and communicators. The opportunities provided by this growth should not be missed especially when Africa

still faces reputational issues caused by the outbreak of Ebola in West Africa, widespread protests, unrest, civil wars, and in-

surgencies. Hence, Paul Holmes’ (CEO & Publisher, the Holmes Report) advice to the African delegates was to take the PR

profession forward with “courage, empathy and integrity”.

There was also a lot of interest in brand management, especially country branding and branding lessons from Singapore.

The “Make it Kenya” campaign that aimed to boost tourism and foreign direct investment in Kenya, was launched by the East

African Affairs, Commerce and Tourism Cabinet Secretary Phyllis Kandie at the conference.

Jovina (Front row, 3rd from L) with some of the delegates and speakers.

IPRS thanks Council Member and IPRS Accredited Member, Ms Jovina Ang, for contributing this article and photograph.

So you want to work in PR?

Five lessons that I’ve learnt from working in a PR firm following a career switch

I had not always wanted to work in Public PR.

My first job after graduation was with the Civil Service. About a year later, I found myself yearning for a more creative field that

would play to my strength in words and people skills. PR seemed to be just what I was looking for.

Since then, I have gone through a four-month stint with a PR agency. The career switch was not without its challenges, and I

have learnt much – sometimes the hard way! My PR career may not be as long and illustrated as some of my colleagues, but

here are some key lessons for anyone who has ever considered making a leap into the exciting world of PR:

The art of the pitch. Pitching is fundamental to PR work. To pitch well, you need to be able to communicate in a

persuasive yet not overbearing; simple yet concise; friendly yet not overly so, manner. Like I said, it is an art.

The magic of creativity. In a world of information overload, a creative pitch can cut through the clutter and seize attention.

The importance of being on the ball. PR is dynamic and fast-paced, where information can go viral over multiple media

platforms. No matter how well-thought your PR campaign is, be prepared to manage unexpected developments.

The necessity of a thick skin. As wonderful as you think your media event, client, client’s product or service is, not all

journalists will agree. Be prepared to receive rejection (in different forms). Just don’t take it personally.

The power of networking. Think of networking as befriending people in your industry or the industries you work with. If you

need help or advice, you can turn to them, but don’t forget to reciprocate in turn!

Ms Wan Ying Yi is a civil-servant-turned-PR-practitioner, who took the plunge into the exciting world of

PR in 2015. When she is not doing PR work or keeping up to date with industry news on Marketing Inter-

active, she can be found cycling, manga drawing and laughing at funny memes on the Internet.

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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

Immediate Past President Stephen FORSHAW

The Secretariat

Senior Executive : Donovan KHONG

Finance & Accounts : Darissa GUAH

Newsletter Coordinator : Ernst LIM

Contact Us

Have any queries or feed-back for us?

43A South Bridge Road Singapore 058677 Tel: +65 6534 1841 Fax: +65 6534 4691 Email: admin@iprs.org.sg Facebook: https://www.facebook.com/groups/iprs.group

To join us, visit

www.iprs.org.sg for more

information.

For any enquiries on our

privacy policy, please write

to:

Institute of Public

Relations of Singapore

(IPRS)

43A South Bridge Road

Singapore 058677

Email: dpo@iprs.org.sg

Calendar of Events JANUARY

28 – Workshop by Mr Adrian Heng, IPRS Ac-credited Member, on Crisis Management on Digital Media: “#Crisis #WhattheheckdoIdo?”

30 – IPRS-PA/NACLI Public Communication Series Talk by Ms Christina Cheang, Vice President, IPRS. (T)

FEBRUARY

16 – Workshop by Mr Adrian Heng, IPRS Ac-credited Member, on Creative Speech Writing: “Emote, Think, Motivate and INSPIRE”

24 to 26 – Introduction to Public Relations and Mass Communication Intake 01/2016. (T)

MARCH

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

APRIL

2 – IPRS-PA/NACLI Public Communication Series Talk by Mr Gregory Tan, IPRS Fellow Member, Principal Consultant, BSG Communications. (T)

*(T) - Tentative

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

IPRS Welcomes New Members! On behalf of the IPRS President and Council 2015/2017, a warm welcome to our new Members who joined us in November/December 2015: Corporate Members IN.FOM Pte Ltd Cohn & Wolfe Full Members Ms Ang Sze Leng, Joyce, Senior Manager, Corporate Communications, Oracle Corporation Mr Clarence Fu, Director, Tulchan Communications LLP Associate Members Ms Sivapriya Suraindran, Group Corporate Affairs Executive, PSA International

Season’s Greetings

On behalf of the President and Council 2015/2017, and the IPRS Secretariat, our warmest wishes to one and all for the holiday season. May you have a great year ahead in 2016!