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INSTITUTE OF PUBLIC

RELATIONS OF SINGAPORE

In This Issue

• IPRS Visits SGAG

• IPRS Visits Bloomberg

• IPRS Visits Sport

Singapore & Singapore

Sports Hub

• Tea Time with PRISM

Winners - IN.FOM

• SMU-IPRS Student

Chapter MOU Signing

Ceremony

• Tea Time with PRISM

Winners - Bell Pottinger

• Tea Time with PRISM

Winners - PINPOINT PR

• IPRS-Singapore Press

Club (SPC) National Day

Party

• TP-IPRS Student Chapter:

Gatsby Style War

Issue No. 04/2017 August/October

An official publication of Institute of Public Relations of Singapore in PDF format, 9 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 otherwise) be reproduced in whole or part without prior permission from IPRS. The opinions and views in this newsletter do not reflect the official view of IPRS.

27 October 2017 – IPRS Visits SGAG

Who would ever have thought that McDonald’s curry sauce could lead to the birth of

a social media company? Well, neither did Adrian Ang, Co-Founder, SGAG, when he

sat at the back of his Singapore Management University (SMU) classroom in 2012.

(continued on page 2)

During IPRS’ visit, Chua Yuxuan, Creative

Manager, SGAG, shared several key milestones

of SGAG including the time when Singapore was

experiencing the haze in 2013. SGAG

capitalised on it and one of its memes was even

featured in Lianhe Zaobao.

Since then, SGAG has grown significantly and has

worked with brands like Google, Innisfree, Dyson

and the Land Transport Authority in their

communications outreach to the public and

various stakeholders.

Adrian shared that while Singaporeans were facing a National curry shortage in

2012, he and Karl Mak, Co-Founder, SGAG, decided to post a meme about it. To

their surprise, it went viral and that marked the beginning of SGAG, what is

commonly known as Singapore’s version of 9GAG.

The reception area at the headquarters of HEPMIL Media Group - owner of

SGAG and MGAG.

2015 was a turning point for SGAG after it realised that heart-warming content could

do well, if not better, than trolls and pranks. This realisation came when SGAG

posted sentimental content after the late Minister Mentor Lee Kuan Yew passed on.

Following that shift, Michelle Tan, Business Accounts Manager, SGAG, shared that

SGAG now aims to make people’s days better. “Ideas that are interesting but do not

make someone’s day better might be rejected by SGAG.”

Michelle highlighted the importance of engaging their

audience. She explained that when there is an

emotional attachment with characters, people tend to

have longer brand retention.

Michelle Tan shares the process of engaging with a potential client.

The session ended off with a Q&A, where questions

ranged from the frequency of postings, to how to cut

through the social media clutter.

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The article and photographs were contributed by Lydia Chin, Undergraduate, University of Newcastle Singapore (UONS).

24 October 2017 – IPRS Visits Bloomberg

IPRS Members and guests had a rare treat when they toured Bloomberg Singapore’s office. Stephanie Phang,

Bureau Chief, Singapore Bloomberg News, kicked off the session by leading the tour of Bloomberg’s TV Studio.

The smiles on everyone’s faces reflected how interesting the tour was and everyone’s appreciation to Michelle. (Extreme right, second row, standing)

“Bloomberg’s diverse workforce and open culture are essential to innovation and the key to our success. Our efforts help

establish an inclusive work environment where all Bloomberg employees feel respected for their diversity and are empowered

to impact the business globally.” - Stephanie Phang, Bureau Chief, Singapore Bloomberg News

Turning towards operational aspects, Stephanie provided valuable insights and advice on how stories and news should be

pitched to Bloomberg. There are six pillars of focus in terms of news coverage for Bloomberg: Business, Finance, Markets,

Economics, Technology and Politics & Government.

Stephanie and Linus Chua, Managing Editor, Bloomberg News, shared:

• PR practitioners can contact them to follow-up on the emails or news releases.

• PR practitioners should be careful when they send news releases that are embargoed. Ensure the embargo date is

conveyed loud and clear.

• Ensure numbers/dollar values are expressed correctly. For example, SGD$1,000,000 should be spelt out to minimise

confusion. As Bloomberg reports all currencies, it is advisable to specify the type of currency.

(continued on page 3)

Bloomberg TV is the business and financial news network providing coverage of people, companies and events that move

markets and shape each business day. Along the way, she shared a key aspect of Bloomberg ’s success – its diverse talent

across the various divisions.

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22 September 2017 – IPRS Visits Sport Singapore & Singapore Sports Hub

Before the start of tour, it was a visit to Bloomberg’s pantry. Visitors were certainly impressed by the well-stocked pantry.

Stephanie’s presentation for IPRS Members. Group shot at the end of the visit.

The article and photographs were contributed by Lalethaa D/O Karamjeet Singh, President , TMC-IPRS Student Chapter.

Overall, the participants had an enriching session and gained much knowledge. Many of their questions were answered.

The session ended with tasteful snacks and drinks.

Ever wondered how it is like to manage iconic events such as the 28th SEA Games or

the 51st National Day Parade? IPRS decided to visit Sport Singapore and the

Singapore Sports Hub to find out!

At the Shimano Cycling World of Singapore Sports Hub, we were greeted and hosted by

Chin Sau Ho, Senior Director, Corporate Communications and Stakeholder

Management, Singapore Sports Hub, and Eric Ong, Senior Manager, Corporate &

Marketing Communications, Sport Singapore.

(continued on page 4)

Sau Ho shared the background of Singapore Sports Hub and how it worked with

event organisers and organisations to bring a wide variety of sports and entertainment events for the public. He spoke on

how Singapore Sports Hub has managed to significantly improve its public perception by working towards providing an

overall better experience in terms of vibrancy, pitch and event operations.

Chin Sau Ho opening the session.

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Eric led the tour of Sport Singapore and its facilities, including those available to

Team Singapore athletes, which are located right beside Singapore Sports Hub.

We saw the recreational area where athletes could eat, play, rest and study. One

unique and interesting facility was the high-altitude chamber. The chamber

resembles a home complete with a living room, bedrooms and a kitchen area.

Athletes would live in the “house” to acclimatise themselves before major

competitions. The improved delivery of oxygen in the chamber aids athletes in

having greater endurance and reduces muscle fatigue during the training period

leading up to their competitions.

The tour ended with a volunteer guide from the Singapore Sports Hub, who showed us around the iconic National

Stadium and the Sports Museum which featured famous sports personalities such as Ang Peng Siong and Tan Howe Liang,

and events in Singapore’s sports history.

Eric Ong giving an overview of Sport Singapore’s mission and core values.

The visit was an eye-opener. Not only did it provide all present an insight into the management and operations of the Sport

Singapore and Singapore Sports Hub, but it also offered a better understanding of the Singapore story in the sports arena.

8 September 2017 – Tea Time with PRISM Winners: IN.FOM

It all started with a vision of filling a void in the market for an agency that could provide new perspectives and have an

understanding of local markets. Both Mike Liew and Voal Voal Wong, then senior PR consultants in leading multinational PR

agencies, felt that traditional agencies were not able to adapt and respond fast enough to industry changes and

fast-changing consumer expectations. Their vision was to create an agile and forward-thinking agency that would add value

to their clients.

With the burning desire to see new growth in the industry, Mike and Voal Voal left

comfortable and well-paying jobs to make their vision a reality. Since then, they

have not looked back. The agency they created - IN.FOM - has gone on to win

countless awards for well-known brands such as Microsoft, Nokia, Intel and Singtel.

IN.FOM clinched the “PR Consultancy of the Year – Singapore” award at IPRS’

PRISM Awards 2017 for the second time!

As an eighteen-year-old Temasek Polytechnic student aspiring to be a top-notch PR

consultant one day, I joined fellow IPRS members for the visit to IN.FOM’s office to

hear Mike and Voal Voal recount how they started a small local agency with big

ambitions.

They shared case studies of how they worked with clients to value-add to their businesses. They highlighted the importance

of understanding the client’s business and gaining trust. This strategy eventually helped their clients grow their businesses

which led to IN.FOM’s “wins” at various local and international awards.

Both Voal Voal Wong and Mike Liew, Managing Partner, IN.FOM, sharing their journey as a

communications agency in Singapore.

Besides gaining wonderful insights from these PR veterans, it was also a lesson on courage and determination for me. As I

listened to their story, I was greatly impressed by the passion the partners had for PR. Their sharing taught me that to be a

great PR practitioner, I have to be bold and have the tenacity to go against the flow. Only if I had these qualities could I then

start to build a vision that I believe in and am passionate about.

As I left IN.FOM’s office, I remembered something that Voal Voal had said during the session, “As consultants, we have to

challenge, dissect and question our actions. Only then can we create value in the things we do.”

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This article was contributed by Christopher Wong, Committee Member of TP-IPRS Student Chapter.

I admit that sometimes I have the tendency to settle for “good enough”. However, not settling for something less than what I

believe in is most important in life. I can only create something that I can be truly proud of when I put in my very best - just

like the people at IN.FOM.

1 September 2017 – Singapore Management University-IPRS Student Chapter MOU

Signing Ceremony

The MOU was signed by Michelle Lee, Associate Dean, Undergraduate Programmes, SMU and Robert Conceicao,

President, IPRS.

Singapore Management University (SMU) signed a Memorandum of Understanding (MOU) with the Institute of Public

Relations Singapore (IPRS) to launch a Student Chapter in the School of Business.

Introducing the SMU-IPRS Student Chapter Committee:

Left to right: Woo Jia Min, Events Advisor, Marcus Yeo, Marketing Advisor, Kaely Hoong, Public Relations Director, Ling Kai Tsi, Vice President, Stanislas Naresh Nehvin, President, Toh Ji Wei, Honorary General Secretary, Audrey Cheong, Public Relations Director,

Abdul Haqqim , Events Director, Cheryl Tham, Marketing Director and Beverly Theresa Khoo, Events Director

“From the first meeting with IPRS to discuss this initiative, we have been extremely excited at the alignment of values and

goals. We believe that this Chapter has the potential to shed more light on the discipline and to forge a stronger alliance

between communication professionals and undergraduates. My team and I will work hand-in-hand with the wonderful people

at IPRS to accomplish this!” - Stanislas Naresh Nehvin, President, SMU-IPRS Student Chapter.

“IPRS is pleased to welcome the Singapore Management University as its ninth Student Chapter. One of the goals of the

Institute is to groom the next generation of PR and Communication professionals. The Institute is happy to support the

Chapter by opening its network of Accredited and other senior Communication professionals in support of the Chapter ’s

activities. We look forward to seeing the Chapter organise its first event for its members and those from the

other eight Student Chapters,” - Robert Conceicao, President, IPRS Council 2017/2019.

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25 August 2017 – Tea Time with PRISM Winners: Bell Pottinger

Puneet Singh, Partner at Bell Pottinger, kicked off the session by introducing his role in the company. He has worked with

clients across a range of industries in the professional services sector including management consulting, insurance, fund

management, wealth management, recruitment, and law.

Puneet mentioned that one of the challenging projects was working on a

SMRT Corporation’s project. He provided some insights on the challenges

faced including compressing five years of messaging in five weeks - which the

team succeeded in doing. Puneet Singh, Partner at Bell Pottinger,

sharing the insights of a campaign he had handled.

Mark Worthington, Managing Director, listening to one of the participants sharing her thoughts on

Bell Pottinger.

Bell Pottinger Singapore is a leading integrated, and an international PR management agency. At IPRS’ PRISM Awards

2017, the agency won the “Overall Outstanding PR Consultancy” for its work with high profile companies and brands in

Singapore and the region.

Mark Worthington, Managing Director, then took over the session. He shared

insights into the organisation’s growth and kicked off the session by asking the

participants what they would like to know.

Mark shared about Bell Pottinger’s strengths and weaknesses and the strong

competition that the company faced. To overcome this, the company is

strengthening its pool of talents across the Asia-Pacific region. Mark also

shared insights into the relationships the company had built with its clients.

Overall, it was a fruitful tea session where many questions were answered

and perspectives exchanged.

Clarence Fu, Partner and Head of Financial Practice, sharing about his role in Bell Pottinger.

Participants had ample opportunities to network with the Bell Pottinger team.

“One of the reasons we enjoy working in this office is that the team loves

challenges. We like to take on projects that sound simple at face value. But

when you take it deeper they are incredibly challenging.”

- Puneet Singh

Tasty muffins and coffee ended the session.

The article and photographs were contributed by Lalethaa D/O Karamjeet Singh, President , TMC-IPRS Student Chapter.

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4 August 2017 – Tea Time with PRISM 2017 Winners: PINPOINT PR PTE LTD

As soon as you step in, you can’t help but feel a positive vibe running through the entire office! It’s not surprising that

PINPOINT Public Relations clinched “Best New Local PR Consultancy” at the IPRS PRISM Awards 2017.

Led by Illka Gobius, Managing Director, and Selena Sheikh, Director, the agency turned two on 23 August 2017. Having

been in the profession for many years, IIlka and Selena bring with them vast experience and an extensive network of

relationships.

With a talented and lean team of seven, the agency has mapped out and put in

place an excellent formula to achieve success right from the start. PINPOINT’s

formula is unique. The consultancy focuses on three key industries: Science,

Technology and Events. With their wide network of media contacts, they act as

facilitators and work on achieving “win-win” situations for both their clients and the

media. Their clients include well-known names and established events such as

Oanda Asia Pacific, National Research Foundation and the Commonwealth

Science Conference 2017.

Their winning formula doesn’t stop there. “You’re only as good as your employees!”

PINPOINT PR believes in practicing a healthy work-life balance. “We want

to be successful at what we do,” said Selena. This doesn’t take away the tight

deadlines or long hours, but it empowers our employees to manage their time and

personal priorities.

Illka is very particular about her team and is currently looking to hire a new Project

Manager. When asked about the ideal Project Manager that she is looking for,

she listed:

• Hardworking

• Must be a gamer as it makes one creative and reactive

• Reads extensively including international news as the agency does pitch to

the international media

Illka feels for her team, “Do what you have to do. If you don’t have any work, go to the beach.” If you do end up being

interviewed by her, congratulations for making the shortlist. I do wish you the very best! Illka knows exactly who she ’s

looking for!

With the caring culture, strong work ethics and satisfied clients, it’s a proven company strategy that comes down to quality

and not quantity that makes a successful agency.

Illka shared her insights with the participants for the event!

The article and photographs were contributed by Mandy Morier, a Communication professional who currently works for a

multi-national corporation that is a leading global resources company.

The annual IPRS-SPC National Day Party was held at TongKang River Boat Dining at Clarke Quay. Kicking off the event,

Robert Conceicao, President, IPRS, welcomed the guests. The guests enjoyed dinner time and mingling as everyone

celebrated Singapore’s 52nd Anniversary.

2 August 2017 - IPRS-Singapore Press Club (SPC) National Day Party

(continued on page 8)

Illka Gobius (Left) and Selena Sheikh (Right)

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The article and photographs were contributed by Joshua Lim, Vice-President, Publicity, TP-IPRS Student Chapter.

Temasek Polytechnic – Institute of Public Relations Chapter (TP-IPRS) successfully completed its second key event, a “first-

of-its-kind” no less. Here is a narrative of what a unique experience it was for both the organising team and students across

campus – through the personal experience of one of the event hosts, who is also the Chapter’s Vice President for Publicity.

Inspired to organize a unique event, the TP-IPRS partnered with Hair Salon COVO to offer students of Temasek Polytechnic

the rare opportunity of getting their hair professionally styled, using the latest range of products by Gatsby.

Students across campus were invited to step into the specially-designed air-conditioned pop-up booth replicating a vintage

barbershop. With two hairstyling options to choose from – either a more trendy ‘pompadour’ or a classic ‘slick back’, it was

no wonder that lines were formed outside the booth despite the scorching heat and impending assignments due date.

Together with my co-host, Hadah Anuar, our public speaking skills and chemistry were put to the test on the day of the event

as we gave it our best to draw in the crowd as we stood in the open under the day’s scorching sun. The intense two weeks of

detailed preparation work in various aspects of the event included the hosts’ scripts, programme flow and publicity. The slog

certainly paid off and the cohesive teamwork, synergy and chemistry shone through as momentum built up in the course of

the day.

Looking back with much pride and nostalgia, it was certainly an eye-opening

experience for me. No doubt that having to head publicity and host the event,

while juggling school assignments was demanding. These challenges seemed

almost insurmountable in the weeks leading to the event. However, through the

entire duration of planning and execution, I managed to strengthen bonds

among Exco Members, and had the privilege to work with industry professionals

to bring the event to life.

Besides Hadah and myself, the rest of the Organising Committee certainly

gained much valuable real-world experience and practical insights into the role of

Public Relations in events management through this partnership with Mandom, the

Japanese company which manufactures and distributes Gatsby hair line range of

products.

Robert Conceicao giving the welcome address. Anderson Chua, the illusionist of the night. Members from IPRS and SPC networking.

1 August 2017 – TP-IPRS Student Chapter: Gatsby Style War

TP-IPRS Executive Committee Members Hadah Anuar (left) and Joshua Lim (right)

hosting the Gatsby event in

Participants indulged in a sumptuous spread of local delights as they were entertained by the illusionist for the night,

Anderson Chua from Meta Illusions. The event also featured a best-dressed competition, where guests judged to be in

their best National costume won exciting prizes!

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2017/2019 Council

President Robert CONCEICAO Vice-President Mike LIEW Honorary Secretary Gerald DE COTTA Honorary Treasurer Eric CHAN Council Members Dr Gregor HALFF Joanna WONG LIN Liangmin Lily LIM Marcus LOH Susie WEE Honorary Legal Advisor Samuel YUEN

Contact Us

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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

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Singapore 058677

Email: dpo@iprs.org.sg

Calendar of Events

December 2017

8 – IPRS Student Chapters Inaugural Get-Together 2017

January 2018

18 – IPRS Visits SMRT (T)

24 to 26 – Launch of Introduction to Public Relations & Mass Communication 01-2018 (T)

*(T) -Tentative

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

The Secretariat Manager : Lennette KOH Finance & Accounts : Pauline TAY

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IPRS Welcomes New Members! On behalf of the IPRS President and Council 2017/2019, a warm welcome to our new members who joined us between August and October 2017: Full Member • Dr. Benjie Ng Ser Kwei, Executive Director,

Sian Chay Medical Institution Associate Member • Ms Joane Ling Hui En, Founder, Qquirks Affiliate Members Participants from the 2017 IPRS Professional Certificate in Public Relations and Mass Communication Course 02-2017 • Mr Chai Yee Yuen Lionel, Assistant Director,

Communications Group, Prime Minister’s Office • Ms Elizabeth Camilia Lee Shixin • Ms Jaylyn Tey, Senior Executive,

Corporate Communications, PacificLight Power Pte Ltd

• Ms Nan Yihan Megan, Consultant, KPMG Singapore • Ms Reayun Tan, Marketing, Liberty Insurance Pte Ltd • Ms Shearmaine Soon, APJ Corporate

Communications Operations & Internal Comms, CISCO Systems (USA) Pte. Ltd.