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ENQUIRIES ∙ EMAIL: SALES@ICONTRAINING.COM.SG ∙ DID: (65) 6344-4608 ∙ FAX: (65) 6344-6810

∙ ADDRESS: 237A JOO CHIAT ROAD, SINGAPORE 427494∙ WEBSITE: WWW.ICONTRAINING.COM.SG

!Integrated Communications Training Media Management. Media Writing. Social Media Communications, Community Relations

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Synopsis How should communications practitioners manage the increasing amount of “noise” in the media – traditional and social? How

can they ensure their messages reach their intended audience with the desired impact? Today, they must master a full

spectrum of communications skills to reach plural audiences. From media engagement through press releases and

correspondence; writing responses to customer feedback; to dealing with an increasingly vocal online community and

stakeholders, there are endless scenarios where mis-steps can have serious consequences.!This bespoke programme is specially tailored to help executives enhance their integrated communications skills, strengthening

their confidence to communicate their company’s messages and positioning more effectively and efficiently in today’s diverse

communication landscape to different stakeholders and communities that they need to manage in their course of works.

Learning Outcome The Coaches !!

Mr William Law Media Management &

Writing

Mr Norman Ng Social Media Communications

Mr James Suresh Community Relations

✓Be equipped with a better understanding of today’s media environment (including print, broadcast, news agencies and the digital media)

✓Understand how to plan, organise and support corporate spokespersons during media interviews

✓Learn how to work with the media to encourage them to publish your company’s articles

✓Learn technique to develop strategies and techniques to build and sustain community relations

✓Develop high impact and persuasive media writing techniques

✓Recognise the opportunities and risks of integrating social media into your organisation’s communication activities

✓Identify ways to leverage social media, as well as mainstream media, to the advantage of your organisation’s branding objectives

“It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that, you’ll do things differently.”

Warren Buffett

A. Media Management Brief: The mass media retains high readership levels and typically hard-press interviewees for information. As a result, any messages carved out from the mass media will have a high impact on your brand and image. Therefore, learning effective media management techniques for various platforms is essential in any communications endeavour.!!Outline: This programme focuses on preparing participants with the necessary techniques!for their line of work in handling the media to position their brand and reputation appropriately!!- Learn how the media works; how an article makes it from research and interview to publication!- Learn the “hooks” that editors look for and how you can influence the press to publish your story !- Technique for media management and public communication during crisis situations!- Checklists on how to prepare materials for spokespersons

B. Media Writing!

Brief: Your brand positioning through the mass media is only as good as the messages you convey to them. A well constructed written communication can deliver decisive and persuasive impact to portray your brand in the best possible light.!!Outline: Focusing on the four keys elements essential to good media writing - Audience,!Objectives, Form and Content - this programme shows how to achieve the ideal writing style in all media communications, aiming for clarity, brevity, and the avoidance of technical language.!!- Audience: Recognise how different styles of writing must be adopted for each audience !- Objectives: Learn to set objectives before you start writing your media articles!- Forms: Understand how to maintain consistency when writing across different channels!- Contents: Writing at the correct level for the reading skills and knowledge of the target!audience

Workshop Outlines

C. Social Media Communications!Brief: Netizens are two times more likely to believe a stranger’s review about your organisation than anything you spend on your paid / owned marketing. Organisations that avoid social media may not be able to defend against an online crisis that threatens to damage its reputation, and may miss the opportunity to tap into a highly lucrative channel to strengthen their business operations.!Outline: This programme will help you stay abreast of current social media trends, theopportunities & risks; and bring insightful tips to harness the full potential of social mediato strengthen corporate branding in the digital communications environment.!- Branding impact: What makes Social Media “Social?

- Reviewing Social media tools for business

- Evolving trends in social media communications, how to make it work for businesses

- Building social media brand identity and marketing campaigns

- Reputation & Crisis Management - Social media response frameworks

D. Community Relations Brief: As part of any community relations exercise, it is necessary for organisations to give due attention to managing the experience and perceptions of their communities. A lot of these may still take place via direct relationship channels. They include CSR activities on site where you meet them face-to-face, to events with beneficiaries or even town hall sessions .!Outline: This workshop will help participants to recognise this diversity and understand what makes communities tick. We will identify the target audiences within a your plural stake-holding community, and develop strategies and techniques to engage your their diverse agendas.!- Learn to identify your ‘known’ and ‘unknown’ communities and stakeholders.

- Understanding high-impact communities on your organisation, to identify issues and

opportunities for engagement.

- Develop strategies and techniques to sustain engagement with diverse communities.

- Learn direct technique to engage opinion leaders within those communities

- Learn best event management and CSR practices as part of execution efforts

Workshop Outlines

William Laws Over the past 25 years, William has held senior international positions in several of the world’s major Public Relations Consultancies (Burson Marsteller; Fleishman Hillard; Manning, Selvage & Lee, Kreab Gavin Anderson) in which he has counselled many leading global corporations. He has also headed the in-house global corporate communications functions for such companies as Rolls-Royce Motor Cars and Tata Technologies. William also founded and managed his own businesses, giving him profound insights into the different challenges faced by both small firms and large corporations. !His expertise in public relations and corporate communications covers all aspects of the communications process, from strategic planning to media relations and marketing communications. His practice specialisations include media training and crisis communications. As a media trainer he has prepared C Level executives from such blue chips as Apple, Nissan, General Motors, BT-Infonet, Disney and Tata – as well as Ministers of the Government of Sri Lanka - to handle challenging and sometimes hostile media interviews.!As a crisis communications specialist, William notably handled the communications fall-out of the 9/11 attacks for United Airlines in Beijing, and contributed to the crisis management process following the terrorist attack on the Taj Hotel, Mumbai. He has also written Crisis Preparedness and Management Manuals for several leading global firms.!During William’s career he has lived and worked in the UK, France, USA, Singapore, Japan, China, Sri Lanka and India. He is fully conversant with the varying approaches of the media in these markets, and his familiarity with multiple cultures enables him to work productively with executives of many different backgrounds.!Whether lecturing to a group on the principles of handling the media, or preparing an individual executive for a specific media encounter, William ensures his clients have a high confidence level and are equipped to present their case convincingly to an often cynical audience. !William holds an MA in Japanese Studies from Cambridge University, and speaks English, French, German, Japanese and Bahasa Melayu!

Career Highlights

Agency!

- Deputy Managing Director, Burson-Marsteller, Tokyo!- Senior Vice President and General Manager, Fleishman-Hillard Link, Beijing & Shanghai !- Director, Kreab Gavin Anderson, Singapore!- Director, Vice President Public Relations, Manning Selvage & Lee, Tokyo, Detroit and Colombo!!Corporate !- Head of Public Affairs, Rolls-Royce Motor Cars!- Head of Corporate Communications, Tata Technologies

ICON TRAINING - INTEGRATED COMMUNICATIONS TRAINING 2014

Our Coaches

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ICON TRAINING - INTEGRATED COMMUNICATIONS TRAINING 2014

Our Coaches

Career Highlights

Developed and delivered team building programmes for organizations such as Keppel Fels, Philips -Spore, Panasonic Singapore, MOE school clusters

Developed and delivered an organisation wide Creative Thinking progarmme for National Council of Social Services, Marketing Institute of Singapore,

Developed a national training programme to help teachers manage relations with parents.

Developed programme on public speaking skills for the Officer Cadet School, SAFTI Military Institute (Ongoing for 15 years)

Developed and conducted a workshop on persuasive communication to help education leaders to prepare for promotion interviews

James Suresh James is a trainer, PR consultant and bestselling author. The co-creator of Singapore’s comic icon ‘Mr. Kiasu’, He has co-written a series of comic books as well as authored books on his military career. He develops comic strips for magazines and scripts for multi-media productions. His recent book ‘On a Street in Singapore’ has won two awards, namely the Sunday Times Best seller and Reader’s Choice Award.!James started his career as an army officer and eventually moved into public relations. After five years in the publishing business, James went on to pursue his interest in training and PR Consulting. He is a certified EQ trainer with ‘Six Seconds Inc’ based in the US. An accredited PR Practitioner and an NIE certified teacher.!He graduated with Bachelor in Business Administration and Masters in Communication Management. He conducts seminars and workshops in Singapore and the Asian region.!Some of his past and present clients include :!SIA –Engineering, CAAS, Mindef, MOE, Philips Singapore, Panasonic Singapore, Capitaland, HDB, SMRT, IRAS, Singapore Police Force, Mendaki, OCBC, NUS, Civil Service College, Ministry of Health, Deloitte Consulting, Deutsche Bank, The Straits Times, Management Development Institute Of Singapore, British Petroleum, Keppel, Teradyne – Shanghai. GEC –Philippines, British Education Centre – Jakarta, Mediacorp Singapore, Exxon. Intel-Penang, Mediacorp, Baxter International, Republic of Singapore Navy, Port of Singapore Authority.

!!!!!!!! !!!

!1) Media Training !

Our Coaches !!!!!!!!!!! !!

!

Norman Ng !Norman’s diverse expertise covering Branding, Social Media Strategies and

Enterprise Communications, and has successfully serviced Fortune 500

Companies & over 45 public-private enterprises. Successfully led agency to

service over 50 enterprises in 3 years. (MNC clients include MTV Asia; Diageo;

The McGraw-Hill Companies, and Carrier UTC)!In his career, he has also interviewed 49 Singapore Administrative Leaders,

including Ministers and Chief Executives.!Norman also supported media communications functions for international and

domestic broadcast and print media. These include media liaison and

management roles of up to 700 international media interviews, requests and

enquiries; and managed press conferences and releases during the games. !As an executive coach, Norman regularly speaks on Enterprise

Communications (including Future Citizen Engagement for Government Forum

Asia 2012; McGraw-Hill Companies; National University of Singapore). !He has also coached over 40 public

agencies via the Civil Service College,

focusing on Strategy in Social Media &

Communicat ions , and deve loped

proprietary social media strategic tools in

the process. Topics include “Integrating

New & Traditional Media for Effective

P u b l i c C o m m u n i c a t i o n s ” , a n d

“Converting Social Media Advocates &

Communities”. He is also an online

network content contributor (Social

Media Today)

ICON TRAINING - INTEGRATED COMMUNICATIONS TRAINING 2014

Career Highlights

- Interviewed 49 Public service leaders, including Ministers and Chief Executives

- Managed over 700 international media requests, interviews and enquiries for the Youth Olympic Games

- Managed crises in public-private sector for nation wide campaigns

- Led nation-wide digital media campaigns including 45 years of National Service (MINDEF), and Marketing Comms. projects for SMRT Corp. Ltd. and MTV Asia.

- Prepared media training and talking points for the Chief of Army media engagement interview.

!!“Icon Media reminded our team of the core tenets of communications - our company identity, the audience we serve and clarity of message.”

Bjorn Lee, CEO, Stickery (Co funded by Google Ventures)

The ICON Difference

Validated Programme

Our coaches have conducted media training for top, middle and foundational levels - including Ministers, Senior Government Officials and C-suites, as well as functional / operational executives.

Experienced Trainers

With decades of experiences in the different field of communication and PR including crisis communications responses for the 9-11 terrorist attacks; running integrated nation-wide campaigns involving mainstream-to-social media channels, and leading global CSR campaigns, our coaches are able to share their wealth of knowledge and insights with participants of our course.

Deep Industry knowledge

Having held key international positions in PR and Communication spanning across 3 continents, our coaches have accumulated wealth of experience working with overseas media and international organisations and would be able to deliver special international insights of special relevance to our clients. 

Understanding our participants’ needs

As senior communication practitioners, we understand all the challenges and needs face by our participants in their line of works. Thats why, our programmes are all customised and designs to ensure that our participants can benefit from attending our programmes.

ICON TRAINING - INTEGRATED COMMUNICATIONS TRAINING 2014

ENQUIRIES ∙ EMAIL: SALES@ICONTRAINING.COM.SG ∙ DID: (65) 6344-4608 ∙ FAX: (65) 6344-6810

∙ ADDRESS: 237A JOO CHIAT ROAD, SINGAPORE 427494∙ WEBSITE: WWW.ICONTRAINING.COM.SG

CLICK HERE TO SIGN UP NOW