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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’s outburst)
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.
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 media business can
maintain editorial
independence following
the restructuring, Ng began
by saying: "Honestly, I
take umbrage at your first
question."
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
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 Conference
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 on the
menu (if it escalates)
• You may inspire a new logo
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
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.
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."
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
Compiled by:

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

  • 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. 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.
  • 4. Then a reporter from Channel News Asia said:
  • 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. 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. People search for you and eventually influence Google Algorithm • First 6 Hours after the Press Conference
  • 8. UMBRAGE • People learn a new word or add meaning to something we know so well for so long
  • 9. Your Wikipedia will be updated
  • 10. Your business gets more publicity
  • 12. New Facebook Group may be formed • Screenshot from Umbrage Singapore Facebook group First 12 Hours after the Press Conference
  • 13. Brands will hijack your trending # • From Travel to Lubricant
  • 14. New Products will be created on E-commerce First 24 Hours after the Press Conference
  • 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. You become a Tik Tok sensation though you may not have an account
  • 17. You may invite some expert opinion or commentary First 36 Hours after the Press Conference
  • 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. 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. 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