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Crisis Management
A Case Study of Umbrage in SPH Press Conference
(What happened on social media 24-48 hours
after the CEO...
When it all
began
• This would enable the media
business to focus on quality
content and invest in talent and
technology
•...
SPH CEO
Then a reporter
from Channel
News Asia said:
Immediately, then the CEO gets a little emotional
• Responding to a question
from a reporter asking
about whether
SPH's me...
Background of SPH
CEO Ng Yat Chung
• SAF Scholar
• Singapore 5th Chief of Defence Force
• Has 3 Masters degrees
• Became a...
People search for you
and eventually influence
Google Algorithm
• First 6 Hours after the Press Conference
UMBRAGE
• People learn a
new word or
add meaning
to something
we know so
well for so
long
Your Wikipedia will be updated
Your business gets more publicity
User-generated
social media
content
a.k.a
Meme
New Facebook
Group may be
formed
• Screenshot from Umbrage
Singapore Facebook group
First 12 Hours after the Press Confere...
Brands will hijack
your trending #
• From Travel to Lubricant
New Products
will be
created on
E-commerce
First 24 Hours after the Press Conference
You become an inspiration
to marketers
• You may be part of a business slogan or
tagline
• You may also become a new dish ...
You become
a Tik Tok
sensation
though you
may not have
an account
You may invite
some expert
opinion or
commentary
First 36 Hours after the Press Conference
Even the Law Minister
was asked about the
incident:
• Shanmugam said that both the
reporter and Mediacorp editor-in-chief
...
SPH CEO Ng Yat
Chung apologizes 48
hours after the
“umbrage” incident
"I had stood up for SPH Media's
long-cherished edito...
10 Key
Lessons from
the Saga
1. If you do not wish to answer any questions, just
issue a press release.
2. Big News is an ...
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10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 1 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 2 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 3 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 4 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 5 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 6 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 7 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 8 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 9 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 10 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 11 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 12 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 13 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 14 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 15 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 16 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 17 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 18 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 19 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 20 10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga Slide 21
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10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga

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If you do not wish to answer any questions, just issue a press release.
Big News is an inspiration to User-generated Content.
A Crisis creates a new Hashtag for your personal branding
Others come to your rescue only by hijacking your trending hashtag.
If you raise your voice, you’ll lose the audience.
The weight of your words is amplified by the height of your position.
Don’t always use the word “Always”. Never use the word “Never”.
Finger-pointing is bad. Doing it with a finger is worse.
Even if you are not a gentleman, there is no need to tell the whole world.
Apologize quickly to avoid more backlash

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10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga

  1. 1. Crisis Management A Case Study of Umbrage in SPH Press Conference (What happened on social media 24-48 hours after the CEO’s outburst)
  2. 2. When it all began • This would enable the media business to focus on quality content and invest in talent and technology • SPH's media business will be acquired and held by a wholly- owned subsidiary of SPH called the SPH Media Holdings Pte Ltd. • The subsidiary will own all media- related businesses including employees, the News Centre and Print Centre, and related leaseholds, and information technology assets.
  3. 3. SPH CEO
  4. 4. Then a reporter from Channel News Asia said:
  5. 5. Immediately, then the CEO gets a little emotional • Responding to a question from a reporter asking about whether SPH's media business can maintain editorial independence following the restructuring, Ng began by saying: "Honestly, I take umbrage at your first question."
  6. 6. Background of SPH CEO Ng Yat Chung • SAF Scholar • Singapore 5th Chief of Defence Force • Has 3 Masters degrees • Became a senior executive in Temasek Holdings after 2007 • CEO of Neptune Orient Lines (NOL) in 2011 • CEO of SPH in 2017 • SPH cut 230 jobs under his leadership
  7. 7. People search for you and eventually influence Google Algorithm • First 6 Hours after the Press Conference
  8. 8. UMBRAGE • People learn a new word or add meaning to something we know so well for so long
  9. 9. Your Wikipedia will be updated
  10. 10. Your business gets more publicity
  11. 11. User-generated social media content a.k.a Meme
  12. 12. New Facebook Group may be formed • Screenshot from Umbrage Singapore Facebook group First 12 Hours after the Press Conference
  13. 13. Brands will hijack your trending # • From Travel to Lubricant
  14. 14. New Products will be created on E-commerce First 24 Hours after the Press Conference
  15. 15. You become an inspiration to marketers • You may be part of a business slogan or tagline • You may also become a new dish on the menu (if it escalates) • You may inspire a new logo
  16. 16. You become a Tik Tok sensation though you may not have an account
  17. 17. You may invite some expert opinion or commentary First 36 Hours after the Press Conference
  18. 18. Even the Law Minister was asked about the incident: • Shanmugam said that both the reporter and Mediacorp editor-in-chief Walter Fernandez knew that taking money from advertisers did not automatically compromise an outlet's independence. • "If that were so, most newspapers in the world would not be considered independent because most newspapers do, in fact, completely rely on advertisements," he continued. • However, he noted that the question was a fair one, since the journalists should naturally be concerned with editorial independence. • "Mr Ng's reaction, and the way he answered the question, I think was very unfortunate," the minister said.
  19. 19. SPH CEO Ng Yat Chung apologizes 48 hours after the “umbrage” incident "I had stood up for SPH Media's long-cherished editorial integrity and will continue to do so," said Ng according to The Straits Times. "Being a direct and blunt-speaking person, I apologise for any offence I might have caused and regret any distraction from the merits of the proposed restructuring."
  20. 20. 10 Key Lessons from the Saga 1. If you do not wish to answer any questions, just issue a press release. 2. Big News is an inspiration to User-generated Content. 3. A Crisis creates a new Hashtag for your personal branding 4. Others come to your rescue only by hijacking your trending hashtag. 5. If you raise your voice, you’ll lose the audience. 6. The weight of your words is amplified by the height of your position. 7. Don’t always use the word “Always”. Never use the word “Never”. 8. Finger-pointing is bad. Doing it with a finger is worse. 9. Even if you are not a gentleman, there is no need to tell the whole world. 10. Apologize quickly to avoid more backlash
  21. 21. Compiled by:
  • ideasandrew

    May. 12, 2021
  • coolinsights

    May. 9, 2021

If you do not wish to answer any questions, just issue a press release. Big News is an inspiration to User-generated Content. A Crisis creates a new Hashtag for your personal branding Others come to your rescue only by hijacking your trending hashtag. If you raise your voice, you’ll lose the audience. The weight of your words is amplified by the height of your position. Don’t always use the word “Always”. Never use the word “Never”. Finger-pointing is bad. Doing it with a finger is worse. Even if you are not a gentleman, there is no need to tell the whole world. Apologize quickly to avoid more backlash

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