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Deep dive into three great whisky shows in Singapore over five weeks. so that you have all the details to help you decide which one or two to go.
One whisky event is over. One coming up this weekend. Singapore is a destination for bars and spirits. Which one should you be going to as a tradesman or as an aficionado? #bars #whisky #singapore #singaporeevents #fnb #fnbservice #tradeshows #tradeshows
A number of great bars in Singapore have made it to The World's Best 50 Bars and they are within 15mins from one another.
Singapore has the highest number of cocktail bars in a the World’s Best List. How many have you been?
Top 5 Events in Singapore to Wrap Up 2017
2017 has been an eventful year for Singapore. The country hosted a fair share of monumental and world-class events which include the Britney Spears concert, Ultra Singapore, the World Gourmet Summit, the Grand Prix Singapore and these hardly make up half the list. With 2017 quickly coming to an end, let's take a peek into some of the go-to events in to end the year with a bang in Singapore!
Pinot Palooza Singapore (25th November 2017)
[Source: Esplanade]
If music and red wine are two of the things you can’t live without, the Pinot Palooza Singapore at The Annexe Studio is the event to head down to this November. Hailing from the land Down Under and making its Asian stop in Singapore, this event that marries good booze with good music. There will be more than a 100 selection of reds from 25 wineries for tasting. If these are not enough to make you a happy baby for the day, you can always get your groove on with their extensive genres of musical entertainment as you make your way round the festival. Each ticket goes for SGD60 per pax and guests get to take away a Plumm RedB glass made from premium European crystals.
Whisky Live Singapore 2017 - Appreciation is Art (25th – 26th November 2017)
[Source:LMDW] Hear ye, hear ye, lovers of Whiskies! Whisky Live Singapore is back again for the eighth time and this year it will be at ThreatreWorks. As usual, guests of Whisky Live Singapore will get to taste hundred over of expressions of whiskies in the tasting hall but this year, there are more to look forward to than just tastings. Celebrating the art whisk(e)y and spirits, this year's show will feature an art gallery that showcases some of the finest embodiment of art in the industry and a food and cocktail street. Those who prefer a more intimate setting to learn about their favourite whiskies would do best book their seats early for the Whisky Live Singapore masterclasses with the brand ambassadors and industry experts. The Nikka Coffey Gin and Vodka and Old Pulteney 25 YO and vintage 1983 Old Pulteney will also make their first Asia and worldwide appearance at Whisky Live Singapore 2017. Single day passes are priced at SGD99 each with unlimited access of the tasting hall, a complimentary cocktail and food voucher and discount at the pop-up store and guests have the option to “up-size” with a masterclass at SGD25. If you’re looking for the ultimate whisk(e)y experience, get the VIP passes which grants early access before the official opening and exclusive access to the VIP area for tastings of rare bottles of whiskies and spirits.
Christmas @ Orchard Road (December 2017)
[Source:Visit Singapore]
For those thinking of spending a not so silent night in Singapore, Orchard Road is the place to go. The entire view will be lid up with lights, supersize Christmas trees and ornaments that provides an almost if not magical moment for shoppers and visitors. While the place has long been known as the ultimate shopping scene of Singapore, Orchard Road in December is an even better reason to spend your Christmas in Singapore. After a whole day of retail exercise at the shops, it will be too much of an effort to not Instagram the moments of walking along these pavements with mesmerising lights as the seasonal buskers serenade passersby you with joyous tunes.
Zoukout Singapore 2017 (8th – 9th December 2017)
[Source:Zoukout Singapore Facebook]
Whether one is truly young or just young at heart, allowing one’s body and mind to move with the sick beat at Zoukout may be the best choice one will ever make this year! Expecting more than 45,000 pax this year, Asia’s largest and longest running dusk-to-dawn festival is back again for the 17th edition at Siloso Beach, Singapore. Bringing the club to the beach, the big daddy of dance music scene around Asia is turning the heat up this year with sets from R3hab, Flume, Axwell and Ingrosso and many other celebrity DJs. A pro tip for first timers, selfie sticks and videography are strictly not allowed, but we’re sure an Instagram shot or two won’t hurt.
Marina Bay Singapore Countdown (31st December 2017)
[Source:Marina Bay Singapore Countdown]
Rated one of the best New Year's Eve countdown spots in the world, the ultimate countdown event to be at in Singapore is none other than the Marina Bay Singapore Countdown 2018. Be it a countdown concert with the likes of Alicia Keys and Hoobastank, a ginormous outdoor inflatable playground and bazaar or fireworks, flames and laser lights, there is nothing too big or too much when it comes to the little Red Dot’s countdown plans.
Regardless if you’re joining the energetic crowd on the streets or if you’re popping champagne with loved ones at the Fullerton Suite, the captivating view and infectious vibe of the evening has the ability to convince one that the future is going to be just as good if not better than the wonderful present. Stay tuned to the Marina Bay Countdown website for more details as time draws nearer!
Level Up: From Intern to Executive
We welcome creativity!
Fresh perspectives and new ideas continue to chart our corporate culture. With that, we have welcomed a multitude of talents of different background, ages and culture. Among those who have walked through our doors is an intern who eventually joined the team as an account executive. The following is an honest account of what he has applied to nail his conversion from an intern to an executive:
“With great power comes great responsibility. ” – Voltaire or Spiderman. However, we believe the second part of the phrase goes like this: “The greater the responsibility, the stronger the coffee.“
Evolve like a Pokemon
Advancing to an executive from an intern is akin to the evolution of a Metapod into a Butterfree. How do Pokemons evolve? Experience. How does one gain experience? Battles a.k.a. doing the work or getting a ‘beating’ from the boss.
Whatever the beating is, it’s important for interns to learn as much that they can during their internship. It never hurts to go the extra mile or two because the more you do the more you learn. In fact, these competencies are continually refined to pave the way to greater responsibilities and opportunities.
For those who thought they could rely solely on their books or looks to survive their internship, I bear bad news because your actions are a greater proof of your abilities and better at convincing your employer to offer you a permanent position.There’s no shortcut, unless your family owns the business then congratulations.
Taking Orders vs Taking Ownership
If you want to nail that job, move away from taking orders to taking ownership.
Many interns feel that they should just deliver based on instructions. That is not true. Lack of confidence and thence fear of making mistake are the greatest barriers. Move beyond taking orders to taking ownership is the best and surest way to prove that you are able undertake projects and tasks without much hand-holding.
To take ownership is to see things from different perspective – clients, superiors, subordinates (which in the case of interns does not apply), and deliver the praiseworthy works.
Without the safety net that most interns enjoy, a missed deadline or a campaign idea that missed the mark is no longer an easily dismissed. Sounds tough? But this is where the real fun begins.
DidYouKnow: Interns at Brand Inc. do not run irrelevant errands such as picking up the boss’ dry cleaning or coffee for the team. They are fully immersed in the work of the team.
Join in on the Fun
Before starting as an intern, I had the presupposition that an agency life would be extremely stressful. One really can’t be blamed to think that way with the different cases of karoshi in agencies in history. Nonetheless, working in an agency can be extremely rewarding and fun with the right corporate culture.
At Brand Inc, everyone’s views and inputs, even those of interns, are encouraged and acknowledged. We always make sure work is fun. Each team member is given room for creativity and experimentation. Want to relate Game of Thrones and Star Wars with PR? Go for it! Sometimes, the most ingenious ideas are born out of dabbling with something seemingly irrelevant. This, of course, also makes it the worse or best excuse for procrastination.
There you have it, this is how you transform and break free from being a Metapod to eventually land yourself a job after an enjoyable internship.
About Dominic
Professional stalker. Extremely vulnerable to pretty packaging and discounts. Spends eight hours sleeping; 24 hours dreaming. Approach with caution. food.
PR DIY Guide: Developing a Media List
The media release is ready and you are excited to get some publicity for your business? So, what’s the next step?
More does not necessarily mean merrier. Not in the development of a media list at least. When it comes to media liaison, the fundamentals must be clear: Not all publicity is created equal. If you think that there is no such thing as bad publicity, or how bad can bad publicity go? Think again.
The purpose of a PR drive is to create positive awareness and buzz. And to do that, there is homework to be done: After crafting the media release, the next step is to create the media list.
RULE OF THUMB: MEDIA PITCHING ≠ SPAMMING
Media pitching is not spamming. The last thing anyone wants for their business is for the media or contacts to block their email. We should only know spam as the strangely addictive tinned meat, not a PR tactic.
A media list should be as targeted as possible. The size of the media list should reflect the story angle or related to the industry of the media release, and not vice versa.
It is not possible to create a media release that caters to all media titles. Take for example Brand Inc., when we pitch a story angle, it will likely be about the communications industry since we are a PR agency. However, it could also be on human capital management such as moving up from internship to executive, empowering females and workplace diversity, or an opinion piece about event PR.
The important part here is to segment and identify target media, understand their interests, and finally engage them. Really, it sounds like dating.
Segment and Identify
Just like the rules of dating, set boundaries. Jokes aside, despite how ‘connected’ the world seems to be, all publications and media outlets have their unique set of target audience segmented on bases of geography, demography and psychographics.
Ideally, these characteristics need to be as close a match as possible to the target audience of one’s communication plan. This is especially tricky when the communications strategy or outreach programme involves different regions, cultures and language. The geographical boundaries, language differences, differences in consumption patterns makes it all the more important to be familiar with the different titles and the market they cater to.
An easy start to develop your media list is by scouring through the internet. Read the content from the different portals. Find editors, contributors, writers or journalists in the areas of your media release. Collate a list of these contacts. The internet may not be exhaustive but it is a good place to start.
PRoTIP: For print media, consider subscribing to Magzter. It is the world’s largest digital newsstand. It may not have all titles especially the small independent ones but with access to more than 4000 titles worldwide, it’s a great bargain!
Know Them and Understand Their Interests
Next, like any meaningful relationship, you have to know your partner and understand his or her interest. The media are not emotionless computer algorithms that put words together, they are human.
The list at this stage is still considered incomplete after identifying the ideal titles and publications. Address, general phone line and email for the news desk can be retrieved and verified effortlessly with a Google search or a phone call. However, it is not enough. It is important to know the people you wish to ‘attract’.
Alongside other great contributions such as #mancrushmonday and #foodporn , social media has made stalking a social norm. it much easier to study someone’s interest. Understanding someone’s pet peeves and proclivities helps one in figuring out ways to approach them with a better chance of striking a conversation and subsequently sharing your idea. LinkedIn, Facebook, Instagram and Twitter are great places to stalk start.
PRoTIP: Do put their social media profile in your media list too. That will help you further when it comes to monitoring.
The Engagement (alt. section header: If you like it then you shoulda put a ring on it)
Having briefly explained the amount of work that goes into the preparation of a media list, it is clear that a substantial investment of time is required to keep the contacts organised and updated on a timely basis. For organisations or individuals lacking the necessary human capital, there are alternatives.
Consider subscribing or acquiring database. Some trusted database sites include MuckRack and Contactable. However, always make sure that the database cover your region of interest.
Of course, another way is to work with a trusted PR agency. Not only will an experienced consultancy have the required contacts, their established network and familiarity with the media landscape will also help with liaising and managing the interests of all parties concerned.
PRoTIP: Before embarking on contacts acquisition, always make sure the supplier has complete information so you will not be paying for generic Google results.
In short, creating a media list can be a painstaking feat or it can also be a piece of cake depending on one’s commitment and resources. Regardless, it is an indelible item on the basic PR checklist for successful PR campaigns.
Cost-effective Micro-influencers: Achieving More with Less.
“The more the better” is a popular notion in the history of mankind, and particularly of the business world.
Sometimes, less is more and hence less can indeed be better. Such is the case of micro-influencers, those caught in the huge existential gap between a normal netizen and a top-shot influencer or an A-list celebrity. While their reach pales in comparison to the stars, they have recently become the go-to options for marketers when it comes to influencer marketing. Who are they? Why work with them? How to work with them? Find out here.
Who are micro-influencers?
Firstly, let’s address the paramount question of who are actually considered micro-influencers. The birth of social media has gifted many individuals platforms to showcase their talents and voice their opinions. As time passes, those who managed to strike a chord with a significant number of users would amass a pool of followers. While many may be familiar with top social influencers such as PewDiePie andMichelle Phan, a new wave is rising in the influencer industry. They are not A-listers and may not have millions of followers but within their circle of influence, their voices carry very significant weight. The word ‘micro’, like any other adjectives, is highly subjective. Although different businesses and agencies have their own interpretation of what qualifies one as a micro-influencer, the general consensus is someone with 10,000 followers – 100,000 followers on a single platform.
Influencer categories by Blogs Release
Why work with micro-influencers?
Parallel to the situation of publishing houses’ advertising rate, the smaller the reach of theinfluencer, the less costly they are to engage. This is a great news for small and medium-sized enterprises with tighter marketing and public relations budgets. However, the relatively more affordable price tag is not the only reason marketers are flooding the inbox of these rising influencers with invites and proposals. According to a widely-publicized research by Markerly, the engagement rate and number of followers of social media influencers are inversely related beyond the 1000 followers threshold on Instagram and Facebook, an effect similar to the law of diminishing returns.
Markerly Engagement and Followership Statistics Source: DIGIDAY
As the follower base grows beyond 1000 followers, the engagement figures relative to the size of the follower base falls. The findings by Markerly is also further supported by statistics from Hello Society on the engagement level of micro-influencers.
Hello Society February 2017 Data Image Source: Adweek
The driving forces behind these impressive figures: niche and authenticity. Despite the smaller number of followings, what sets a micro-influencer apart is a relatively more defined audience. Their contents are centred on single or a combination of interests such as fashion, sports and travel. Aside from being ‘experts’ in their field of interests, successful micro-influencers also tend to take independent stances instead of acting purely as corporate mouthpieces, making them generally, or 92 percent according to MuseFind, more trusted sources compared to traditional marketing channels in the age of Adblockers.
PRotip: If you need to have absolute control over every single detail of a micro-influencer’s post, you probably should not be engaging one in the fist place.
How to work with micro-influencers?
To engage micro-influencers, first identify them. The most obvious ways to do so is through the brand’s list of existing followers or through relevant hashtags. After identification, the next step is to assess if the influencer’s image and follower base match with the brand’s positioning and target market. As they usually strive on a strong sense of individuality and a defined scope of influence, pushing a product that is not of interest to the influencers and irrelevant or inaccessible to their followers would only be a waste of resources. When a match is found, drop them a message with your invitation or a proposal. If the process seems too tedious, a PR agency with an established network of contactsshould be able to get the work done.
PRotip: Focus on building a long-term working relationship that would benefit both the brand and the influencer. Strong brand affinity is a better currency than a fat pay cheque!
Nonetheless, while it may seem extremely appealing to work with micro-influencers, one must never forget that other forms of communication are just as important. Micro-influencers and influencer marketing are important but without a holistic marketing plan to coordinate and integrate different marketing and communication channels, the outcomes will always be confined to the number of likes and comments. Nothing more.
A Quick Look at Local Media Coverage of the Lee Saga
It all began with a late night Facebook post by Lee Wei Ling and Lee Hsien Yang, siblings of the Singapore Prime Minister, Lee Hsien Loong.
For the past week, our social media news feeds have been caught in the crossfire of allegations and accusations from the Lee siblings.The reason for the altercation would appear to be the fate of the estate at 38 Oxley Road left behind by the founding father of the little red dot, Lee Kuan Yew.
Why is this case interesting? Media channels in Singapore are under the strict purview of the Info-Communications Media Development Authority where journalistic censorship, defamation suits and sedition charges are far from uncommon.
In a country where press freedom ranks 151 out of 180 countries [1], it is interesting to see how the local media chose to cover the hot issue of prominent siblings take to public their squabbles. We have taken examples of reports from two local mainstream and two popular alternative news sources to help identify the commonalities and discrepancies in their approaches to reporting.
The Straits Times
The Straits Time or as we often refer it to as, ST is the English flagship daily of Singapore Press Holdings, a leading media organisation in Singapore has been said to have close ties with the government.
When it comes to reporting on the Lee family saga, the news with headlines such as “PM Lee Hsien Loong ‘saddened’ by statement from siblings Lee Wei Ling and Lee Hsien Yang” and “Lee Kuan Yew’s will is final and binding, says Lee Hsien Yang” are accurate collation of information that publicly available on social media. However, ST has shown that it can be unbiased when it reached out to Lee Hsien Yang for his side of the story on the issue in “Lee Hsien Yang says he feels compelled to leave Singapore“.
In terms of speed of reporting on the Lee saga, ST was ranked the second last in our list. While it may not be the one to give its reader’s the first dips or the juiciest stories, deep insights and interpretations of the events, it has so far succeeded in reporting straight facts and statements as they are.
Channel News Asia
Channel News Asia or CNA, was set up in 1999 by Mediacorp, which is in turn owned by Temasek Holdings, an investment arm of the Singapore government. Being a state media, many would suspect it to be a mouthpiece of the ruling coalition and be overtly biased in reporting.
It has taken a seemingly factual reporting style to provide its readers with news. They have also reached out to Lee Hsien Yang for comments and published them accordingly.
What’s noteworthy, as pointed out by Mothership.sg, was that the first post by CNA did not focus on the younger siblings’ public statements but on the denial of the statements by PM Lee. The speed of which the first report was published was unsurprisingly the laggiest in our list. One can only imagine the rounds of vetting and approval they had to go through.
Investigative journalism by the state media appears to be minimal with regards to the Lee saga. Overall, the score is similar to ST.
Mothership.sg
Mothership – the mother of alternative news in Singapore and a vessel of all things informative and entertaining. In all honesty, we wonder if the people at Mothership ever sleeps and if they are on caffeine I.V. While Mothership may tend to sensationalise, their wit and speed are impressive.
The portal seems to have followed extremely closely and covered every incident in the Lee saga as they unfold, even during most ungodly hours.
Mothership was also one of the firsts to share the news on its Facebook page. which also doesn’t come as a surprise.
Their investigative approach to journalism has also helped to highlight details one may have easily overlooked such as the difference in Lee Kuan Yew’s signature on the will and on other documents in earlier years and also educating its readers on how to make a will and the timeline of events surrounding the Oxley estate from over a century. Mothership’s often unapologetic narrative of news also provides daringly honest vantage points such as their summary of the Lee saga, describing it as a squabble among five-year-olds.
It is obvious that Mothership’s approach to the Lee saga is hardly mere reporting but rather investigative journalism that cheekily suggests but never provide clear conclusions for readers following the news on their portal.
The Middle Ground
The Middle Ground is an independent news source was co-founded by former Straits Times journalist Bertha Henson. The Middle Ground is a far cry from a purely objective news source. Instead, as its name suggests, reporting is made by interpreting facts from different stances to help the masses appreciate the situation on a deeper level.
TMG also tops our list in terms of reporting speed of the Lee saga at 8:19 am on 14 June 2017.
In the reportings such as “FamiLEE saga: Someone should just sue” and “FamiLEE saga: Who’s involved” Henson raised pertinent questions such as “Is the house the be-all and end-all of this saga?” and “Have any of them (the lawyers involved) been summoned by the internal ministerial committee to give statements?”. On top of those, in “FamiLEE saga: A third party tell all“, TMG also did not pass on the chance to gauge more information from Lee Hsien Yang on the issue.
The site has critically analysed the events that unfolded throughout the Lee saga, offering possible solutions along with forecasts of repercussions to the situation and more questions for pondering. While TMG’s reporting on the Lee saga may not be as entertaining as Mothership or as objective as the mainstream media, its dauntless interpretations of events are rather thought-provoking.
In every healthy media landscape, mainstream media and alternative media are to act as a check and balance, and a compliment for one another. On top of facts and insights, the world needs the occasional entertainment and sometimes tongue in cheek manner of reporting. To the different styles of journalism, we say the more the merrier!
Disclaimer: The views and opinions expressed in this article are a result of personal observations and findings of the authors during the time of writing and are by no means a comprehensive analysis or indicator of the efficacy or superiority of the media in discussion.
[1] Reporters Without Borders. 2017. “2017 World Press Freedom Index”. https://rsf.org/en/singapore.
Medical Tourism & Public Relations: More Than Meets the Eye
With medical tourism becoming increasingly competitive, governments and companies need to continue to strengthen their brand communications and publicity to increase their share of the expanding market.
According to 2015 Asia-Pacific Medical Tourism Outlook published by Frost and Sullivan, medical tourism in the Asia Pacific region recorded a US $9.62 billion revenue. The industry is forecast to grow 16.3 percent year-on-year by 2019 [1].
The double-digit growth has been speculated to be mainly contributed by emerging markets such as Malaysia and South Korea on top of established ones like Singapore, India and Thailand which already accounted for more than 75% of the worldwide medical tourist visits in 2015 [2]. According to a statement released by the Malaysia Healthcare Travel Council in early 2017, the Malaysian medical tourism industry has been experiencing a significant compound annual growth of 30 percent [3].
Medical Tourism Index 2016 published by the International Healthcare Research Center reported that Singapore came fourth among 41 medical tourism destinations while ranked third in terms of environment of the destination, surpassing other popular destinations on the list [4].
Medical Tourism Index 2016 , Source: International Healthcare Research Center.
The assessment and ranking criteria of the Medical Tourism Index are based on the destination’s performance in three different aspects: destination environment, medical tourism industry and the quality of facilities and services.
Medical Tourism Index Conceptual Model, Source: MTI
While Singapore still enjoys its long-standing status as the top preferred destination for patient experience and complex procedures, it has been ranked least favourably in terms of costs among other Asian countries as its neighbouring competitors increased their capabilities to offer quality care at much more competitive prices [5].
With the regional market becoming increasingly competitive, on top of finding a competitive advantage in their offerings, healthcare providers and governments continue to strengthen their branding and communications to increase if not retain their share of the market. However, medical and pharmaceutical public relations is usually easier said than done. Here’s why:
Rules and Regulations
Firstly, communications regarding pharmaceuticals and medicine are under the purview of government regulatory bodies and advisory boards. These regulatory standards differ by region and countries. A PR practitioner would need to be familiar with these protocols and restrictions before formulating or suggesting any campaign or solution to pharmaceutical clients.
Singapore
Health Products (Advertisements of Therapeutic Products) Regulation
Medicine (Medical Advertisements) Regulation
Malaysia
Medicines (Advertisement & Sale) Act 1956
Medicine Advertisement Board Regulations 1976
India
Medical Council of India (MCI) Code of Ethics Regulations 2002
Drugs and Magic Remedies (Objectionable Advertisements) Act 1954
Thailand
Rules of the Medical Council on the observance on Medical Ethics, B.E. 2526 (1983)
Drug Act, B.E. 2510 (1967)
While penalties vary with legal systems, one common repercussion for all offenders is the tarnished reputation of the company and the local authorities’ distrust of medical and pharmaceutical companies.
PRoTip: Going above and beyond the legal requirements to ensure ethical communications is how responsible practitioners protect the client’s and the agency’s reputation and working relationship.Offences under these laws could mean fines and imprisonment.
Technical Knowledge
To come up with the best suggestions, PR agencies would need a thorough understanding of the client, which often involves having to dig deep into medical jargons and the latest scientific researches. Working on medical PR without these is as irresponsible and as dangerous as leaving a toddler to wander on the highway. Unfortunately, most of the time, the information supplied by pharmaceutical and medical clients are drier and longer than the Sahara. Therefore, experience and familiarity are critical.
PRoTip: “Reading without understanding is like swallowing food without chewing. – Vikrant Parsai”. Don’t choke.
Being Ethically Creative
Even after understanding what to convey, the following concern is on working the how. This means converting the acquired knowledge into news angles that would captivate media outlets and the consumers. Information needs to be broken down into digestible portions and then weaved into a coherent story. This is where creativity comes in.
PRoTip: Fearmongering is one of the easiest ways to grab attention when it comes to health. However, it is unethical and should be avoided at all costs.
To set the record straight, the claim that PR is all about creativity is a myth. So is the claim that reading of research papers and academic journals end in college.
Experience in communications is simply insufficient to qualify a PR practitioner for work in medical PR. Abiding by legislations, understanding and ethically translating medical jargons and clinical research into news angles are part and parcel of medical and pharmaceutical PR. The skill is to turn these medical PR challenges to opportunities.
Lest there be any misconceptions, as with the list of other most stressful jobs, PR requires minds to be resilient and coffee to be strong. Proceed with caution.
To find out more about the Medical Tourism Index, click here.
[1] Gulf Report, 2015, “Medical tourism in Asia-Pacific set to cross $20bn by ’19”, Oct 31, http://www.gulf-times.com/story/461110/Medical-tourism-in-Asia-Pacific-set-to-cross-20bn-.
[2] Export, 2016, “Thailand Country Commercial Guide – Healthcare”, Aug 17, https://www.export.gov/article?id=Thailand-Healthcare.
[3] Channel News Asia, 2017, “Malaysia’s medical tourism set to achieve US$290m target revenue”, Feb 14, http://www.channelnewsasia.com/news/asiapacific/malaysia-s-medical-tourism-set-to-achieve-us-290m-target-revenue-7590322.
[4] International Healthcare Research Center, 2016, “Medical Tourism Index 2016”, http://www.healthcareresearchcenter.org/medical-tourism-index/.
[5] The Straits Times, 2017, “Singapore tops for medical tourism, but rivals catching up quickly”, Jun 6, http://www.straitstimes.com/singapore/health/spore-tops-for-medical-tourism-but-rivals-catching-up-quickly.
[6] Pacific Prime, 2016,”What’s happening to medical tourism in Singapore?”, Nov 25, https://www.pacificprime.sg/blog/2016/11/25/medical-tourism-singapore-update.
Which Public Relations Tool Should I Use?
When planning a PR campaign, it can be tempting to follow successful examples from other businesses or organisations. Tried-and-tested methods supposedly pose less risk, so if it works, why change?
The truth is, in PR, as in many aspects of businesses, there is rarely a one-size fits all approach. To select the perfect PR tools, it is essential to first understand what purpose each serves and how to wield them.
Events
Events are usually one of the most exciting aspects of public relations. It offers an opportunity for brand owners to build rapport with stakeholders directly. To ensure that an event has traction with stakeholders such as customers, media or influencers, the secret lies not entirely in the message but the experience.
The message is critical (don’t get us wrong). In this information era inundated by content, a message cannot simply be perfunctory if a brand wishes to stand out. If content is all that a stakeholder is looking for, there is really no need for an event, is there?
The motivation to attend an event lies in the experience, and importantly (preferably exclusive) insights that cannot be otherwise obtained from a press release. However, depending on the type and scale of events and the audience, events can be rather costly and labour-intensive.
PRotip: To create an experience, consider something different or new, and yet related to the industry or message.
Press Releases
Press release, a classic media relations tool, is meant for disseminating stories that are newsworthy to the media and should not be abused for SEO purposes. An effective press release is one that succinctly and aptly frames the issue to provide value to the media, audience and the client. The announcement of a product launch or the partnering with a charity are opportunities to reestablish the name of the brand or company in the minds of consumers. However, these types of news are commonplace as most businesses have caught on with the publicity trend. To reach the consumers, first arouse the media’s interest. A creative and strategic media drop is a great technique to achieve this as it creates buzz and relevance for the two-page document. The art of enticing and persuasion are imperative for crafting press releases and story pitching.
PRotip: Identify and target the right media before sending out press releases. Misfiring not only costs precious ammunition but risks being blacklisted as ‘spammers’.
Social Media
When a business or an organisation decides to establish its presence on social media, it needs to be ready with a message. For example, the core message of Dove on social media is its commitment to empowering women to realise their beauty potential while Oreo is great at creating current and entertaining social media content relating to its products. Once a direction has been decided and agreed upon, it sets the motion for content planning and marketing.
This latest video by Dove conveys the #RealBeauty message it claims to preach and the same message resonates throughout the different social media platforms.
Social media act as assistive tools for brands to create a positive image and to communicate their positioning. It is not merely a cheaper alternative to mass media for advertisement. Furthermore, changes in the communication paradigm demand more pull and less push in communication. Brands and organisations are required to consistently supply useful, relevant and valuable information that speak to their audiences. This, overtime, creates a supportive online community or fan base for the brand. Nonetheless, maintaining relationship with these stakeholders is not any less demanding than maintaining a romantic relationship. Both require active listening, proactive engagement and honesty.
Even when communication is dominated by social media, successful and sustainable communication requires the strategic integration of different PR tools. To be a communication specialist, besides knowing the mechanics of each tool, one needs to be constantly aware that these tools are merely means and not ends of communication. The number of tools is only an indicator of PR costs and not the results.
PR Tips: Are press releases still effective? [Full Article]
As the public relations agency behind 5 installations of Southeast Asia’s largest and most premium whisky and spirits show, Whisky Live Singapore, our work behind the success of these events was hardly considered a breeze. How did publicity take Whisky Live Singapore’s inaugural number of 800 guests in 2010 to 3,000 in 2016? Our secret? Targeted press releases.
A press release may seem archaic to the uninitiated or often associated with press release distribution sites, which are not to be confused or used as a portal to market content. Subject matter must be newsworthy and official to warrant a press release.
The sad part is that a press release is commonly misused for SEO and often associated with press release distribution sites. These sites should not be confused or used as a portal to market content. There are many other portals for content marketing or submissions such as Taboola and Ezine Articles.
Different platforms speak to different audiences in different ways. The assumption of homogeneity in the target audience, and failure to frame and align diversified messages are many organisers’ Achilles’ heel.
Long gone are the days when one size fits all. Even high-budget communications can slip up and backfire if social trends and information consumption patterns are not thoroughly analysed.
Strategic communications largely point to crafting varied messages that resonate with diversified target audience at the right times on different platforms. The ability to arrest attention and communicate with different audiences is key.
What’s in a press release?
Content. And we are not referring to marketing copy. We are referring to information on what is newsworthy.
Think of a press release as a cheat sheet. It must cut through the clutter, and get to the point. If you have a seven-page press release (trust us, we have seen it before), we suggest to look through it again and craft a succinct story.
However, even newsworthy content needs to match packaging. An attention-arresting headline is never enough to seal the deal. It needs to be substantiated with noteworthy information that is of value to different media and to their readers or followers.
Having said so, more does not mean merrier. Journalists almost always prefer succinct materials. Therefore, the astuteness in discerning what’s hot and what’s not and the ability to orchestrate different bits and pieces into a concise yet compelling pitch are decidedly invaluable assets of a PR practitioner.
PRoTip: Get creative! Who says a press release needs to be just words of announcement and corporate pictures? Certainly, not us.
How to send press releases to all editors?
We simply don’t advise sending press releases to all editors. Blindly blasting content to all media outlets harms an agency’s credibility and jeopardises future collaboration opportunities. It’s called spamming. While quantity is a salient performance indicator when it comes to publicity, quality and resource management are aspects that must never be compromised.
Play your cards right and there is a higher chance of the release being published. Focus efforts on the media contacts whose audience matches that of the client or company. When feasible, consider offering exclusives to a certain media. This fosters a mutually-beneficial relationship that may prove to ease future collaboration and support.
PRoTip: Constantly update your company’s media contacts and arrange them according to genres and industry for ease of access and retrieval.
Why is my press release not picked up by the media?
Crafting the perfect press release and sending it out to the relevant media are only the first step. Follow up needs to be done. Call, send follow up emails and arrange for meet-ups or even interviews if need be. The reality is that the media receive hundreds, if not thousands, of press releases a day. A successful PR practitioner is a go-getter with a network of contacts, not a passive desktop warrior.
When planning for communication strategies and when to send out releases, always take note of the different lead times for different publications and productions. With content already planned months prior to publishing time, approaching the media at the last minute is a very risky and rather inconsiderate move.
PRoTip: When releases are turned down, take the trouble to find out why and fine-tune the pitching approach next time.
If it’s organically newsworthy, it probably does not require much effort to push. However, a poorly-written press release, incorrect targeting and haphazard follow-ups would be the undoing of other great PR efforts.
Taken from an answer Elaine Seah posted on Quora.
Hotel PR: Attracting Top Spending International Tourists to Singapore [Short Version For The People Who Ain’t Got Time For This]
Read the full article here.
Amid the competitive environment of surging hotel room supply and continuous declining average room rate, what do some of the properties in Singapore do in terms of hotel marketing and public relations to stand tall and alluring to win the hearts and wallets of tourists?
Exhibit A: Oasia Hotel and Residences
Image Credit: @StayOasia
In general,wellness tourists spend around 60 percent more than the average international tourists.
Elements of nature and wellness transfuse within these properties. To create a truly conducive environment for its guests to unwind, 24-hour gym, well-designed open spaces and pools, relaxing lavender pillow mist, and round-the-clock quality nourishment are available across the properties with some variations.
Exhibit B: The Quincy Hotel
Image Credit: @thequincyhotel
This luxury boutique hotel in Orchard is worth the mention as it has been recently crowned for providing the best hotel experience during the 2017 Singapore Tourism Awards.
Defying the norm by offering every guest with the All-Club Benefits at no extra charge, guests at Quincy can indulge to their hearts’ content. Movie nights by the pool, cookie making classes, complimentary Wi-fi and mini bar, all-day refreshments and evening cocktails are among the many perks of being a guest at the hotel.
Tailored guest experience is a crucial aspect in influencing customer loyalty, especially among the spenders Quincy targets.
Exhibit C: Village Hotels
Image Credit: Far East Hospitality
Instead of following the directions of the tour guide’s flag to the mainstream sights, travelling has become a journey to self-actualisation.
With the vision to be the destination of choice for urban explorers, the Village Hotel brand is worth mentioning for its hospitality PR and marketing efforts in creating an immersive and personalised travelling experience for tourists who wish to Eat Like a Local, Play Like a Local, Explore Like a Local or in essence, Live Like a Local.
For detailed insights, read the full article here.
3 Rules Of Positive Image on Social Media [Short Version]
wTo read the full version on our website, click here.
Like it or not, social media are necessary for businesses. Linked-in, Facebook, Twitter or Instagram … It’s about finding the right platform for your organisation to stay connected with different stakeholders beyond official transactions and physical boundaries.
However, before jumping on the bandwagon, there are three R’s that every organisation should remember about social media marketing and operate by.
Responsive
Image credit:WCCFTech
The speed and frequency of businesses in reacting to and replying to stakeholders’ comments and queries matters because modern consumers demand service excellence and prompt responses.
Research shows that lack of responsiveness on social media actually encourages switching behaviour.
For examples of how being responsive can help in generating publicity, click here.
Respect
Need we say more? For examples of social media fails when it comes to R.E.S.P.C.T. , click here.
Responsible
Brands are always expected to be accountable for their actions and inactions on and offline. While time is of the essence when it comes to social media, acting in haste is never advisable, neither is finger-pointing.
Read the full article here.
Mothers, Please Have Fun (Condensed Version)
Read the full article on our website now.
Surviving Postpartum Blues from Public Relations (PR) Mumpreneur
Worries of work and the possible stress of coping with the new baby were found to be the suicide triggers of a mother and her baby who fell from their unit on the twelfth floor in Bukit Panjang, Singapore, late last year.
Although maternal mortality is low in Singapore and other developed countries, psychiatric causes – mainly postpartum depression, remain the leading cause of such tragedies.
According to KK Women’s and Children’s Hospital, about two-thirds of women experience postnatal blues in the first week after delivery. Symptoms include feelings of emotionality, weepiness, moodiness, anxious thoughts about caring for the baby and feelings of frustration with the baby’s crying. Between 10% to 15% new mothers develop postnatal depression. Approximately 3% to 5% experience moderate-to-severe depression that requires medical attention.
“Having a child is not necessarily rainbows and butterflies. The expectations from self, friends, family and the society can sometimes be overwhelming and unrealistic,” shares Elaine Seah, Brand Inc. Founder and Group Director.
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“It was a difficult period. Surviving it makes it memorable,” Elaine chuckles with the same fighting spirit that has helped her overcome postpartum blues. So, how did she do it? Here are her tips:
Be Happy
“I dressed up and put on makeup to go out, even if it was just the supermarket. It was important for me to look good and feel good.”
Be Fulfilled
“Sense of fulfilment can also be derived from a hobby or charity work. I started to paint and pick up my instrument, Pipa, after 15 years, which provided much solace.”
Have Fun
The most important lesson about motherhood is to enjoy the journey. Find and derive fun in the process. Love yourself and seek professional help if need be. Most hospitals provide help for new mothers suffering from postnatal depression. There are also helplines available.
HELPLINES
SAMARITANS OF SINGAPORE (24-HOUR HOTLINE): 1800-221-4444 SINGAPORE ASSOCIATION FOR MENTAL HEALTH: 1800-283-7019 CARE CORNER COUNSELLING CENTRE (IN MANDARIN): 1800-353-5800 MENTAL HEALTH HELPLINE: 6389-2222 AWARE HELPLINE: 1800-774-5935
Star Wars Special: PR Lessons From The Jedi Masters (Short Version)
For full version of the article, click here
While many look to the film franchise for childhood reminiscence and heart-racing plot build-ups, some of us discovered enlightening public relations advice from Yoda and Obi-Wan Kenobi.
Many of the truths that we cling to depend on our point of view.
The first lesson to learn from Obi-Wan is the importance of empathy for a PR practitioner. We, as PR practitioners, must be able to abandon confirmatory biases to be able to analyse situations from the perspective of the different stakeholders.
Always in motion is the future.
One of the most exciting parts of PR is also forecasting trends and preparing for what may be. The courage in embracing change is the key to survival and success.
Do not assume anything Obi-Wan. Clear your mind must be if you are to discover the real villains behind this plot.
Yoda’s advice to Obi-Wan serves as a reminder to all to never take things at face value and to always be clear minded. Regardless of how busy we may be, being a professional means to never compromise work standards and ethics.
To be Jedi is to face the truth, and choose. Give off light, or darkness, Padawan. Be a candle, or the night.
Last but not least, Yoda also imparts an important PR lesson on making choices and integrity. Always playing the devil’s advocate, the best among the publicists must always remember that we are not crowd pleasers, nor are we mere mouthpieces.
To read more relevant articles on PR, visit our blog.
What Does It Take To Excel In Hospitality Public Relations (Teaser)
If you think media connection is all it takes to excel in hospitality public relations, think again. It is one thing to generate press releases and garner publicity, and another to ace in hospitality PR. Here’s our tip: Look into how a hotel is chosen by guests in your region and work out the publicity strategies from there.
Read more here.
The Importance of Being Hospitable in Hospitality PR
Living at the height of social media and the increasing number of user-generated reviews, emphasis on reputation management and its guest experience precursor have never mattered more. Reputation management in the hospitality industry is an ever-ongoing process of ensuring excellent guest experience every single time. This requires a PR practitioner to not only be efficient but hospitable. While the term hospitable can be rather vague for most, we have outlined the three E’s of what it means to be hospitable.
Empathy
Empathy is about finding echoes of another person in yourself. – Mohsin Hamid
This trait is especially important when it comes to planning for an itinerary, negotiating for exposures and when guests encountered an unpleasant experience. The ability to stand in the shoes of the media and that of the client aids in safeguarding interests and ensuring the best outcomes for each of the parties involved.
Enthusiasm
Enthusiasm is the sparkle in your eyes, the swing in your gait, the grip of your hand and the irresistible surge of will and energy to execute your ideas. – Henry Ford
Passion is among the top qualities sought after by employers in the hospitality industry .The infectious gusto of a good PR practitioner would take interpretation and communication of the experience to another level.
Exacting (Meticulousness)
The difference between something good and something great is attention to details. – Charles R. Swindoll
Any mistakes in coordinating itineraries or leaving out certain details in the media kit could tarnish the overall experience. The effects could be much severe when it involves lengthy corporate procedures, agencies and overseas media. Minute faults on any part could greatly inconvenience the other parties involved.
Head on to our blog for the full version of the articles with PRotips!
How To Get Your Press Release Published By The Media (TEASER)
What’s in a press release?
Content. Information on what is newsworthy.
The astuteness in discerning what’s hot and what’s not and the ability to orchestrate different bits and pieces into a concise yet compelling pitch are decidedly invaluable assets of a PR practitioner.
PRoTip: Get creative! Who says a press release needs to be just words of announcement and corporate pictures? Certainly, not us.
How to send press releases to all editors?
We simply don’t advise sending press releases to all editors. Blindly blasting content to all media outlets harms an agency’s credibility and jeopardises future collaboration opportunities. It’s called spamming. While quantity is a salient performance indicator when it comes to publicity, quality and resource management are aspects that must never be compromised.
Why is my press release not picked up by the media?
Crafting the perfect press release and sending it out to the relevant media are only the first step. Follow up needs to be done. Call, send follow up emails and arrange for meet-ups or even interviews if need be. The reality is that the media receive hundreds, if not thousands, of press releases a day. A successful PR practitioner is a go-getter with a network of contacts, not a passive desktop warrior.
If it’s organically newsworthy, it probably does not require much effort to push. However, a poorly-written press release, incorrect targeting and haphazard follow-ups would be the undoing of other great PR efforts.
For the complete article and more PRoTips, read here.
How To Be A Social Media Influencer: Three Essential Qualities
1. Identity
If you want to be known for everything, you’ll be known for nothing.- Dan Schawbel
2. Likability
A good influencer maintains their likability by putting time and effort into building trust and rapport among followers, clients, and other influencers in the industry. – Copyrise
3. Integrity
At the end of the day, I’m selling my taste and my eye – if I do things off-brand I will lose the respect. – Camille Charrière
What do you think are the qualities of a successful social media influencer?
For a more insightful view, have a read on the full post on our website here.