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INSTITUTE OF PUBLIC

RELATIONS OF SINGAPORE

In This Issue

• IPRS-NACLI Public Communications Series: Are you tuned in or have you been tuned out?

• Introduction to Public Relations and Mass Communication

• Professional Certificate in Public Relations and Mass Communication Intake 01-2017

• Accredited Members Get-Together

• Brands & Influencers Panel Discussion: PR & Legal Perspectives

• RP-IPRS: Polishing Your Professional PR Image

• SP-IPRS Student Chapter MOU signing and industry talk

• Murdoch-IPRS Student Chapter: PR Insights 101

• RP-IPRS: From School to Work

• IPRS Visits LAZADA Group

Featured Articles

• Introducing New Accredited Members:

Issue No. 03/2017 June/July

An official publication of Institute of Public Relations of Singapore in PDF format, 16 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.

29 July 2017 – IPRS-NACLI Public Communications Series:

Are you tuned in or have you been tuned out?

Executives and leaders are increasingly challenged by a distracted and diverse

audience. For communication to be effective, it must be delivered in a meaningful and

compelling way via appropriate channels and delivered by the source (a speaker/

sender) who is prepared and competent.

(continued on page 2)

• Bernard Ho Tjin Charn

• Darius Lim Jin Wui

The audience-centric approach is crucial in

determining the content, tone and

channels used to maximise the impact of

what is being communicated. In addition,

semantics mapping, which involves

identifying and understanding the

communication styles and preferences of

the sender and the receiver of the

messages is crucial in closing the

communication gap. This will help raise the

likelihood of successful connection.

As IPRS’ Accredited Member, I was invited to be the guest speaker for the

Saturday morning talk, the second in the year. Participants at the Series, which has

been going on since September 2013, comprised mainly grassroots leaders. As

leaders of their respective communities, they are constantly challenged to meet the

wide-ranging expectations and requests of residents who have diverse needs,

interests and agenda. The key in communication is to start with doing the necessary

ground work to find out who the intended audience are, what drives, attracts and

motivates them before shaping the messages accordingly to ensure relevancy.

One of the attendees asking a question during the Q&A Session

Delivering impactful communication requires

planning. Success hinges on a whole range of

proficiencies. The focus of the talk on “Are you

tuned in or have you been tuned out?” under

the IPRS-NACLI Public Communications

series highlighted some fundamental

principles and skills required for effective

communication to take place. Tham Kok Wing sharing an example from the newspaper with the attendees.

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Other factors like communication skills and competencies of the message sender, the use of appropriate content and the

mode of delivery, are part and parcel to the delivery of a ‘command performance’ by any successful communicator.

The repertoire of skills required is not rocket science. It can be learnt and more importantly, through constant practice, the

communicator will achieve effective results and improve on hitting winners over progressive engagements.

This article was contributed by Tham Kok Wing, IPRS Accredited Member, Senior Vice President, Engagement and

Integration, Ruder Finn Asia Pacific.

26 to 28 July 2017 – Introduction to Public Relations and Mass Communication

IPRS held its successful second intake of the three-day Introduction to Public Relations (PR) and Mass Communication

Course for the year in July. Participants who attended the course learnt more about PR principles, techniques and best

practices from a team of seasoned IPRS trainers, all of whom are IPRS Accredited Members.

The trainers were: Robert Conceicao, IPRS President and Managing Director, Majic Communications; Adrian Heng, Director

Communications & Marketing, Booqed Limited; and Tham Kok Wing, Senior Vice-President, Integration & Engagement,

Ruder Finn Asia.

Look out for the next run of the course, which is tentatively set to run between 22 to 24 Nov 2017. Please visit our website,

email admin@iprs.org.sg, or call 6534 1841 for more information.

Robert Conceicao opening the course with Introduction to Public Relations and Media

Relations.

Adrian Heng advising the participants during a practical activity for Crisis Communications.

Tham Kok Wing ending off the course with Integrated Marketing & Communications and

Public Relations Campaign.

Here’s what one of the attendees had to say:

Patricia Ler, Officer, Corporate Communications and Marketing, Singapore Red Cross

It was an enriching course where three professionals came together to enhance and refresh our minds on three topics in a

matter of three days. They gave snippets of their experiences and shared with us valuable lessons that will guide us in the

way of the industry. I am very grateful for their open minds and for personalising the sessions according to where we are

employed in to prepare us for what may come our way.

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Professional Certificate in Public Relations and Mass Communication Intake 01-2017

IPRS ran its first intake of the Professional Certificate in Public Relations and Mass Communication course for 2017 between

April and July. Participants were exposed to a wide range of knowledge in an interactive mode, and given the opportunity to

learn from seasoned PR professionals, all of whom were IPRS Accredited Members.

This insightful course drew a very clear picture of how PR and Communication could assist the participants in their respective

career paths, and hopefully, inspire them to be more engaged and better prepared for the fast-changing world of

Communication.

Here’s what one of the attendees had to say:

Mandy Morier Theresa, Communications Manager, BHP Billiton

I personally found the course beneficial in several ways. The ‘real-life’ scenarios and examples provided by the different

lecturers were insightful as it provided context to what was being taught and this opened the opportunity for debates and

challenges. Theory can only teach you so much. The assignments given were also very manageable and were application

based, which made it interesting to complete.

25 July 2017 – Accredited Members Get-Together

The Institute held its first informal get-together for its Accredited Members for the year at The Exchange at Asia Square

Tower 1. About 20 Accredited Members mingled in between bites of tapas and a good flow of wine, beer and soft drinks. At

the event, IPRS presented newly-accredited member, Bernard Ho Tjin Charn, Lecturer & Senior Manager, School of Film &

Media Studies, Ngee Ann Polytechnic, with his Accreditation Certificate. Currently, the Institute has about 50

Accredited Members, all of whom are senior practising PR professionals.

Left to Right: Bernard Ho, Lim Siew Wee (Senior Assistant Director, 3P Network Communications, PUB), Yvonne Yim (Manager,

Corporate Communications, Inland Revenue Authority of Singapore), Mike Liew (Vice President IPRS and Partner, IN.FOM),

Christina Cheang (Chair, IPRS Accreditation Board and Former Chairman, Weber Shandwick Singapore), Gerald De Cotta

(Honorary Secretary, IPRS and Director, Corporate Communications, Singapore Business Federation)

Left to Right: Robert Conceicao (IPRS President) and Gregory Tan (Principal Consultant, BSG Communications)

(continued on page 4)

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Robert Conceicao presenting the Certificate of Accreditation to Bernard Ho.

Group shot of accredited members to end the wonderful evening!

21 July 2017 – Brands & Influencers Panel Discussion: PR & Legal Perspectives

IPRS decided to explore this topic by inviting four speakers - Emily Poon, Deputy Director, Ogilvy Public Relations, Samuel

Yuen, Founding Director, Yuen Law LLC and IPRS Honorary Legal Advisor, Chua Yuxuan, Creative Manager, SGAG, and

Claudia Lim, Managing Director, AM Collective, to be on a panel. Eric Chan, IPRS Honorary Treasurer and Managing

Director, PR Communications, was the Moderator.

From Left to Right: Emily Poon, Samuel Yuen, Eric Chan, Claudia Lim and Chua Yuxuan.

The session kicked off with the panelists sharing the

importance of knowing what is acceptable when engaging

Influencers and whether there were any ‘no-go’ areas for the

latter. “At SGAG, there are some areas that we don’t dabble with,

such as religion, race and sensitive government policies. For

example, if the story is about a particular government agency, we

are unlikely to say anything negative. Usually, we try to find ways

to put across messages in a light-hearted manner”, said Yuxuan.

of the influencer with the brand’s image and purpose was important for a successful partnership. Ultimately, Influencers have

to create content that is true to the platform and bring to life what the brand stands for. She added that the level of

transparency was increasing. There was a greater need to distinguish between an advertorial and an editorial feature. She

emphasized the importance of adhering to openness to ensure trust between the brands and Influencers, and ultimately, with

the content readers – the consumers.

(continued on page 5)

With the rise of Influencers in social media, brands have been embracing larger audiences through what Influencers can

offer. Garnering “likes”, “followers” and “subscribers” have become new ways for brands to get their products and

messages to the eyes and ears of consumers. With this landscape change, how do PR agencies work in partnership with

Influencers to create content for their consumers. What are the legal issues that arise in this new landscape?

Emily shared the PR perspective on engaging Influencers and on

the partnership between brands and the latter. She said that an

open and honest dialogue to access the right fit and the relevance

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With this rise of commercial partnerships between brands and

Influencers, a question was posed to Samuel: does he

anticipate an increase in business for the lawyers? Samuel

quipped, “Where there are humans, there will be business.” He

added that social media has added a new dimension to human/

social interactions. He had this five-word advice: “Fair

comment and fair dealings”. This is what governs how the law

operates in this area.

Influencers, Claudia and Yuxuan, said that it was important for

them to stay true to their values and not sensationalise

content that may lead consumers in the wrong direction. This then

led to a discussion on how much “editing” an Influencer can

Emily and Samuel presenting their points of view.

incorporate into the marketing of a product and the implications. Responding, Emily opined there were still quite a bit of grey

areas and that the level of acceptance may be different for each individual Influencer.

Eric threw a question on negative comments on posts and online campaigns. Sharing the legal perspective, Samuel said

that there will always be haters online. However, as food-for-thought, it may sometimes be better to manage negative

remarks and engage with the comment contributor rather than to send a lawyer’s letter. Being legalistic may, at times, not

be strategic. You want to win the battle in a good manner and not with a bloodied nose, added Samuel.

Yuxuan sharing his perspectives as an influencer.

In their parting advice, the panellists shared these key points,

which were also applicable to Influencers:

• Stay safe and ensure that there is a certain level of care

• Ensure content that is put out to audiences are truthful, ethical

and reflect what your brand stands for

• Authenticity is the key.

If you like more of such sessions, do let us know what are the topics that our next panel discussion with Influencers could

focus on. Drop us a line at admin@iprs.org.sg!

Overall, participants felt that it was a fruitful afternoon. They found

answers to questions such as which social media

platforms would be effective in engaging their customers and how

to capture the attention of their target audiences.

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11 July 2017 – RP-IPRS: Polishing Your Professional PR Image

A fireside chat with three Public Relations (PR) veterans attracted a full house at the “Polishing Your Professional PR

Image” event organised by the RP-IPRS Student Chapter.

The chat was moderated by Kevin Brendan Raj Kumar, RP-IPRS

Student Chapter Membership Chair, and covered topics ranging

from how to prepare and ace an interview, to how to sustain

interest on the job as a PR practitioner.

Kevin reflected the concerns of the social media natives in the

audience, when he asked if employers checked prospective

employees’ social media presence. It was a unanimous “yes” from

our panellists! From left to right: Kevin Brendan Raj Kumar, Kathy O'Brien, Linda Lim and Daphne Liew

One of the students took the opportunity to seek advice from the panellists during the Q&A session.

Kathy provided good advice on the importance of presenting one’s

portfolio in the easiest and fastest possible manner, whether it is

print or on iPad. “Have the first thing ready to show and say this is

what I did rather than having to flip through pages. This shows that

you are really making full use of the interviewers’ time and that is

really respectful.”

“If I’m looking for someone to be responsible for my Twitter

channel, I’m not looking for anyone controversial,” responded

Linda, when asked for her thoughts on the type of people

companies were looking for to represent their brands on social

media.

She added that she would be looking for someone who could understand the power of social media to connect, to brand

and to communicate in an effective manner.

Overall, the participants found the session useful as it exposed them to many aspects of getting a job and how to carry

themselves in an interview and as a PR practitioner.

“It is real. I hear it from the Human Resource (HR) people. They would go into Facebook and Linkedin to find out more

about the candidate. It is thus ideal to have an up-to-date LinkedIn account which the HR person can refer to supplement

the application,” affirmed Daphne.

(continued on page 7)

Close to 200 RP students and staff attended the session that saw IPRS Accredited Members, Kathy O'Brien, Managing

Director, Red Shoe Communications, Linda Lim, Associate Business Communications Director, Dow Olympic & Sports

Solutions, and Daphne Liew, Principal Consultant, NBS Consulting Pte Ltd, sharing their thoughts from an employer’s point

of view on the finer points of being a PR practitioner.

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From Left to Right: Leon Lim, (Vice-President, RP-IPRS Student Chapter), Gan Koh, (Program Chair, Diploma in Mass Communication, School of Management and Communication, Republic Polytechnic), Daphne Liew, Linda Lim, Kathy O'Brien, Kevin Brendan Raj Kumar, Teo Teck Kuan

(President, RP-IPRS Student Chapter) and Auni Darwisyah, (Secretary, RP-IPRS Student Chapter)

Here’s what one of the attendees had to say:

Cynthia D/O Siva Guru, first-year Mass Communication student, Republic Polytechnic

What I liked most was the experiences that the guest speakers had shared on the importance of appropriate dressing and the

need to portray a professional look.

This article and photographs were contributed by: Auni Darwisyah Bte Mohamed Ashari (Writer),

Secretary, RP-IPRS Student Chapter and Isaac Thiang Dao Jun (Photographer), Student, Republic

Polytechnic.

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7 July – SP-IPRS Student Chapter MOU signing and industry talk

Singapore Polytechnic (SP) Business School signed a Memorandum of Understanding (MOU) with the Institute of Public

Relations of Singapore (IPRS) to launch the SP-IPRS Student Chapter. The inaugural SP-IPRS Student Chapter

Executive Committee (EXCO) was also introduced at the event. The EXCO comprised Ruqoyah Bte Mazlan, President, and

EXCO Members, Nur Syanhindah Bte Md Yaman, Wee Jia Qi and Zhao Wenxi.

Held at SP Business School, Robert Conceicao, IPRS President, and Andrew Tan, Deputy Director, SP Business School

signed the MOU with Eric Chan, Honorary Treasurer, IPRS and Lien Xiu Wen, Partner, IN.FOM, and winner of the

Outstanding Young PR Professional Award at IPRS’ PRISM 2017 as the speaker for the Industry Talk that followed the

Chapter’s launch.

Left to Right: Andrew Tan and Robert Conceicao during the MOU Signing

The welcome speeches by Andrew and Robert highlighted the

importance of Public Relations (PR) in various fields today as

illustrated by the news coverage. The challenges facing

communication in the face of advancements in technology and

social media was also highlighted. Students were encouraged to

seize the opportunity offered by the SP-IPRS Student Chapter to

tap on the partnership with IPRS and its seasoned PR

professionals.

The SP-IPRS Student Chapter aims to educate, enrich and

connect aspiring SP Business School students with professionals

from the PR industry. The launch of the Chapter sets the tone for

a myriad of opportunities that the partnership will bring for SP

Business School students.

In addition, Members of the SP-IPRS Student Chapter will be able to garner invaluable experiences and benefits which

includes free attendance at IPRS Members-only events, and special rates for IPRS events and training courses.

The event rounded off with a guest speaker, Xiu Wen, Partner, IN.FOM, who shared her insightful journey as a PR

professional. Bursting with enthusiasm and brimming with knowledge, Xiu Wen’s 20-minute sharing was well-received by

students as she brought us through her career journey. She mentioned that there were instances where her ability to

perform was put to test due to her young age. However, her resilience in facing setbacks and determination to prove herself

to others were the factors to her success today.

Although her experiences thus far were already rich with substance, she humbly and candidly shared tips that she confided

that she wished she had known at the start of her career. These she believed, could have potentially made her journey

better than it was. These pointers included the importance of being ‘open to different perspectives’. A useful reminder to us,

students, as we prepare for what is to come in the future.

One of the most significant quotes which has accompanied her as a PR professional was by Bill Gates, Co-Founder,

Microsoft and Chairman, Bill & Melinda Gates Foundation: “If I was down to my last dollar, I would spend it on Public

Relations.” This quote further proved how PR is vital in today’s world, and in this case, in her life as well. Another useful

takeaway was when she explained the differences between Marketing, Public Relations, Advertising and Branding. This

widened our horizons on what these sectors were all about.

(continued on page 9)

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Lien Xiu Wen, Partner, IN.FOM during her Q&A Session of the Inauguration Talk

professional. As a team, we are excited about using this platform to collaborate with the seven other IPRS Student Chapters

to get to know aspiring PR professionals better.

Xiu Wen ended her sharing with an intrinsic reminder for us,

aspiring PR and Marketing professionals. She encouraged us to be

bold and courageous in all that we undertook and to grab as much

opportunities as we could so as to be successful individuals in the

future. Xiu Wen provided more valuable insights and advice during

the Q&A session where students enthusiastically voiced out

thought-provoking and pertinent questions relating to her career as

a PR professional.

This article and photographs were contributed by: Nur Syahindah Binte Md Yaman (left), EXCO

Member, SP-IPRS Student Chapter and Ruqoyah Binte Mazlan (right), President, SP-IPRS Student

Chapter.

20 June 2017 – Murdoch-IPRS Student Chapter: PR Insights 101

The Murdoch-IPRS Student Chapter organised its first event titled “PR Insights 101” to provide members with a better

understanding of the PR industry and the career opportunities it offered. The focus was on employers ’ expectations and the

success factors for students to enter and strive in the future workplace.

Participants included students who were majoring in Communications as well as from other majors such as IT, Web

Communications, and Marketing.

We were honoured to have three distinguished speakers for the event: Robert Conceicao, IPRS President and Director,

MAJIC Communications; Anjna Vij Nihalani, Associate Faculty, Murdoch University; and Benjamin Tan, President, Murdoch-

IPRS Student Chapter, who is also a social media content creator. Mistical Low, Murdoch-IPRS Student Chapter

Committee, moderated the discussion.

To kick off the event, Robert, shared his valuable work

experiences. He emphasised the importance of networking,

logical and analytical thinking, as well as building self-confidence in

embracing what is awaiting them in the workforce. He provided

insights into the differences in the different sectors of the PR

Industry: public, private and ‘not-for-profit’, as well as between

corporate PR and PR consultancies.

Robert Conceicao sharing insights into the PR Industry.

(continued on page 10)

Overall, it has been such an honour to be given this opportunity to

partner IPRS in forming the SP-IPRS Student Chapter. All the

invaluable insights that were shared during the event has helped

us, students, to have a better understanding of a career as a PR

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Anjna spoke on “The Corporate World”, and shared her experiences

as a student in the United States and how she got involved with the

PR industry. The students had the following take-aways: never give

up, always have a thirst for new knowledge, and fight for the things

that you want. Anjna also highlighted the attitudes that PR

executives should have to distinguish themselves from thousands of

other practitioners in the field.

Lastly, in the third session, “A Millennial’s Take”, Benjamin talked about

the impacts of social media and the opportunities that it provides for

millennial in today’s world. In addition, he also provided tips on how to

excel in job interviews and shared his working experiences as an intern

in one of the Big Four PR agencies. “Leave your ego at the door” was

one of many insightful tips that he shared with the audiences. He

strongly encouraged students who are entering the workforce, to learn

with an open heart, to develop as both an individual, and a

professional working adult.

Anjna Vij Nihalani sharing her work experiences as a corporate PR practitioner.

Benjamin Tan sharing tips on how he juggled work and school.

The session ended with the participants being given the opportunity to clarify their doubts in a Q&A Session.

Feedback from the participants was that the event was insightful and provided them with a better vision of how the PR

industry functions and what they could expect when they entered the workforce.

Here’s what a participant had to say:

Adrian, IT and Web Communications Student and President, Student Club for Information Systems and

Technologies (SCIST), Murdoch University

The event was well executed. More importantly, it was very insightful and beneficial for us students to understand the

challenges ahead in the corporate world. Despite being a non-PR student, I felt that the tips presented could be applied to

all industries. Personally, I feel that the three speakers successfully sparked an interest in me towards PR, as they shared

how PR became a part of their career and life. I will definitely be back for more events organised by the Murdoch-IPRS

Student Chapter and recommend it to my fellow members of SCIST.

This article and photographs were contributed by (left to right): Benjamin Tan, President, Murdoch-IPRS

Student Chapter; Mistical Low, the Project Leader of PR Insights 101; and Margareta Anastasia Vice

President, Murdoch-IPRS Student Chapter.

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16 June 2017 – IPRS Visits Changi Airport

Arrived at the airport too early for your flight and can’t figure out what you are going to do? Bored by long hours of transit?

Changi Airport has been named the world’s Number 1 airport for many years and for many reasons. IPRS decided to pay

them a visit to find out more!

The visit was hosted by Elise Tay, Assistant Manager, Corporate &

Marketing Communications, Changi Airport Group (CAG). The visit

began with a sharing session at CAG’s corporate office where Members

got to learn more about how Changi Airport’s various message themes

are communicated in a multi-faceted approach to reinforce its brand and

to reflect its pole position as world’s best airport. Elise, through an

extended Q&A session, also shared how the matrix structure of the

corporate and marketing communications department has been

effective in their communications strategy. While the department is

divided into smaller teams to oversee key markets, common functions are

rotated across the various teams. In this way, the marketing staff is able

to develop their skills holistically and interest in the job continues to fly

high.

Elise also shared the different strategies that Changi Airport uses to engage its markets. She highlighted the different

initiatives that have been rolled out to ensure a first-class experience. Elise provided a sneak preview of the upcoming

Terminal 4 (T4) and the “Jewel” which will be officially opened at the end of this year and next year, respectively.

Elise Tay explained how the Changi Airport brand is communicated through a wide range of videos.

James showing participants the Changi Airport Lego Mural – one of many marketing activities of the airport’s

communications strategy.

The visit ended with a tour led by James, a Changi Service Ambassador.

The tour covered many facilities that Members may have not heard about

or visited, such as the butterfly garden, free movie theater, (at T3) and

swimming pool (at T1). He explained how small details are not ignored at

Changi Airport - from the carpeted floors to the natural lighting that the

airport used - to provide the best experience for visitors and

passengers.

Missed this visit opportunity? Not to worry, we have more upcoming

events installed for you. Do keep a lookout for them!

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5 June 2017 – RP-IPRS: From School to Work

Following the launch of the RP-IPRS Student Chapter in November last year, the Chapter came together to organise its first

event, “PR: From School to Work”.

The RP-IPRS Student Chapter understands the importance of a smooth transition for students from an academic life to the

corporate world. To better prepare students who were commencing on their internships soon, this talk was organised to

provide fresh insights on this seemingly metamorphotic change from being a student to a corporate employee.

The three speakers, all Accredited Members, were Sarimah

Salamon, Vice President, Corporate Communications, Lazada

Group, Ng Chip Keng, Managing Director, RHT Communications

and Investor Relations and Ross Gan, Director, Public Affairs and

Community Stewardship, Temasek. They shared their personal

experiences of how they started in their careers and managed to be

where they are today. Their heartfelt experiences resonated with

the students because the speakers shared that they were once

also students like those present at the event.

Teo Teck Kuan, (President, RP-IPRS Student Chapter), giving the opening address.

A group photo of the RP lecturers, guest speakers and the RP-IPRS Student Chapter office-bearers. From Left to Right, Seow Siok Mui, (Lecturer, School

of Management and Communication, Republic Polytechnic), Gan Koh, (Program Chair, Diploma in Mass Communication, School of Management

and Communication, Republic Polytechnic), Warren Wang, (Director, School of Management and Communication, Republic Polytechnic), Sarimah Salamon, Ng Chip Keng, Ross Gan, Teo Teck Kuan, Kevin Brendan,

(Membership Chair, RP-IPRS Student Chapter), Auni Darwisyah, (Secretary, RP-IPRS Student Chapter) and Leon Lim, (Vice-President,

RP-IPRS Student Chapter).

During the Q&A, the students posed a wide range of

questions including how they should behave in their work

environment. To this, Ross’ advice was to not be afraid

because once you get out of your comfort zone, your thirst

for knowledge will start to grow, and that is when you will

start to shine. “Be curious. With a sense of curiosity, you

will naturally step out of your comfort zone and learn much

more,” said Ross.

The students were thankful for the valuable and genuine

sharing by the speakers. With this, RP-IPRS Student

Chapter believes that our fellow peers are now better

equipped for the working world!

This article and photographs were contributed by Teo Teck Kuan (Writer), President, RP-IPRS Student

Chapter and Teo Shu Hang, Eric (Photographer), Student, Republic Polytechnic.

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23 May 2017 – IPRS Visits LAZADA Group

eCommerce has transformed the behaviour of millions of shoppers in Southeast Asia, disrupting traditional models and

creating unprecedented opportunities for businesses across borders. Its rapid growth is churning innovation and defining

new standards on many fronts – from customer experience, to logistics, to talent, to brand engagement and

communications.

IPRS took the opportunity to head down to Southeast Asia’s Number 1 eCommerce player, The LAZADA Group, to find out,

first-hand, more about the exciting world of eCommerce PR from LAZADA’s in-house Communications team.

Our host for this Members-only visit was Sarimah Salamon, IPRS

Accredited Member, and Vice President, Corporate Communications,

LAZADA Group.

Magnus Ekbom, Co-Founder, LAZADA Group, welcomed the IPRS visitors

and provided a deeper understanding of the LAZADA Group’s origins. He

shared candidly the difficulties that the Group had to overcome to get to

where they were today. These insights allowed the visitors to gain a new

perspective of what was going on in the fast-paced eCommerce business.

Magnus Ekbom welcoming the IPRS visitors.

Sarimah Salamon sharing PR insights.

Sarimah then shared her experiences on the PR side of the

LAZADA Group. Having worked in various PR consultancies prior to

joining the LAZADA Group, Sarimah explained how different it was

to be doing in-house PR in what was then a “start-up”. The

ever-evolving landscape of the industry meant that the

usual methods and plans would not be effective. She shared that

she used short-term plans rather than long-term targets to stay

relevant. She added, “Don’t ask if we have long-term plans. We do

not because things are moving so quickly here. We need to be able

to adapt instantaneously.”

A Q&A session rounded up the visit. Our Members got to ask burning question. For example, “Will eCommerce take over

the retail industry one day?”, “How often do you get negative feedback from customers?” and “How do you ensure the

quality control of the products?”

Some useful takeaways:

• eCommerce will not take over retail market completely.

• Brands are spending money on eCommerce sites because they know that’s where their audiences’ attention are.

• eCommerce and off-line retailers are complementary.

• Consumers are the ones we are servicing.

What an insightful sharing our Members got out of this visit!

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Featuring our newly-Accredited Member!

Currently a Lecturer and Section Manager for Public Relations subjects and Outreach in Ngee Ann Polytechnic’s School of

Film and Media Studies (FMS), Bernard developed and is currently teaching several Public Relations subjects in the Diploma

in Advertising and Public Relations, and Diploma in Mass Communication programmes. He was awarded the Ngee Ann

Polytechnic (NP) School Teaching Award in AY 2010/2011 for excellence in teaching; the Silver Award, NP Academic Award

(Development Suite) in AY 2015; and the 10 Years’ Long Service Award in AY 2016.

• Why did you step forward to be accredited by IPRS?

I decided to apply for Accreditation as I felt that this was one important way of promoting the PR profession. As an academia

and now an Accredited PR practitioner, I am better poised to advocate the important role that PR plays across all industries.

My undergraduate and postgraduate backgrounds were in Communications and I spent 15 years previously in Corporate

Communications for listed companies and for MNC PR consultancies. I have also spent the last eight years teaching Public

Relations subjects at the tertiary level, so I feel privileged to have been part of this fascinating and fast-evolving industry.

Being an Accredited Member of the IPRS feels like a logical next step as I feel that the Institute has a pulse on the industry

and is also at the forefront of promoting the PR profession.

• Now that you are accredited, how would you like to contribute to the Institute?

As I was an active practitioner in the industry, and now teaching at the tertiary level for the relevant subjects, I would be

happy to be involved with strategy development or tactical implementation roles, either in outreach or in the education

aspects for the IPRS. Besides the experience I gained from in-house and agency roles in various aspects of Public

Relations, I have also developed and delivered numerous courses in Public Relations such as Introduction to Public

Relations, Corporate Relations, Media Relations, Issues and Crisis Management amongst others. These courses also

include Social Media Marketing and other aspects of PR impacted by Social Media.

Mr. Bernard Ho Tjin Charn, AMIPRS

Lecturer, School of Film & Media Studies, Section Manager, Public Relations & Outreach

Ngee Ann Polytechnic

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Featuring our newly-Accredited Member!

As Head of Corporate Affairs and Strategic Relations at Pavilion Energy, Darius oversees all external and internal

communications, the management of the Pavilion Energy brand, as well as the strategic management of key stakeholder

relationships.

Prior to joining Pavilion Energy, he was a Senior Director of Planning and Performance at the Ministry of Law where he was

responsible for the formulation of long-term strategies and initiatives and the development of various policies and legislative

proposals. Darius was also formerly the Director of Public Affairs at the Ministry of Defence (MINDEF) where he played a

key role in shaping communication strategies and crisis communications plans for MINDEF and the Singapore Armed

Forces (SAF).

• Why did you step forward to be accredited by IPRS?

IPRS is a hub for communicators. It is invaluable to have a group of colleagues and friends, that as communication

professionals, we can reach out to for advice, sharing of experiences, learning and encouragement.

• Now that you are accredited, how would you like to contribute to the Institute?

I hope to work with the Institute to develop the next generation of communicators in Singapore, and also in advancing the

growth of Singapore as a hub of excellence for Public Relations and communications.

Mr Darius Lim Jin Wui, AMIPRS

Vice-President, Head of Corporate Affairs/ Head of Strategic Relations

Pavilion Energy

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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 Lily LIM Marcus LOH Joanna WONG LIN Liangmin Susie WEE Honorary Legal Advisor Samuel YUEN

Contact Us

Have any queries or feedback 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

August 2017

25 – Tea Time with PRISM 2017 Winners –

Bell Pottinger

September 2017

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

11 – Launch of Professional Certificate in Public Relations and Mass Communication intake 02- 2017

20 – IPRS Visits Expedia (T)

22 – IPRS Visits Singapore Sports Hub

30 – IPRS-NACLI Public Communications Series Talk by Marcus Loh, IPRS Council Member and Vice President, Brand, Marketing and Communication, PSB Academy. (Topic and details to be announced soon)

*(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 Executive : Jack CHONG

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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 June and July 2017: Accredited Member • Mr Darius Lim Jin Wui, Vice-President, Head of

Corporate Affairs/ Head of Strategic Relations, Pavilion Energy

Corporate Member • SMU Academy • Ministry of Finance Full Member • Ms Gwee Siew Theng, Marketing Communications

Lead/Manager Asia Pacific, Bruker Singapore Pte Ltd

Associate Member • Ms Dion Tang Long Ying, Account Executive, SE10