Saturday, February 18, 2012


Social Media has fundamentally changed in the information environment in which we operate.  Crisis communications strategies that do not reflect the new environment are at best ineffective, and at worse disastrous.  This 1-Day workshop is designed for for Managers and PR Professionals who are responsible for the reputation and brand of their company. 

Who Should Attend

This course is designed for Managers who are responsible for the reputation and brand of their company.

What I Will Learn

At the end of the 1-day workshop, participants will:
  • understand social media's impact on crisis communications
  • understand the nature of a crisis
  • identifying Stakeholder issues/ concerns
  • learn how to develop Themes and Messages
  • use frameworks to manage a crisis – Attribution Theory
  • use framework to manage negative blog postings or online Mentions – SCAER
  • understand the Singapore media environment and the Media's 'agendas'
  • learn how to deliver your message in a media interview
  • learn how to handle “sensitive” questions during a media interview
How I Will Learn

During the workshop, participants will be trained using:

  • Multi-media Presentation
  • Group discussions
  • Discussions
  • Practicals (supported by video recording and play-back for debriefing and coaching where necessary)
Trainer's Profile

CW has extensive experience in the planning and execution of corporate/ crisis communications for the Singapore Armed Forces. In the span of his military career, CW has successfully led communication teams in major incidences and events, at both the national level and international levels, to protect the reputation of the Singapore Armed Forces and the Republic of Singapore.

Besides being trained and certified by the Institute of Public Relations Singapore (IPRS) in Public Relations and Mass Communications, CW graduated top of his class in the United States Army's Psychological Operations Course. An Associate Member of the IPRS, CW contributes to the Institute's newsletter on topics related to crisis communications.

As part of the US-based International Consortium for Organisational Resilience (ICOR) efforts to establish a base in Asia, CW is ICOR's only accredited trainer for the region. To stay current and professionally updated on developments in crisis communications, CW spends 20% of his time researching and writing on crisis communications for leading HR magazines, professional newsletters and his blog titled Crisis Communications in the Era of Social Media.

As the former Head of the Singapore Armed Force's Information Support Branch, CW was responsible for the training of selected military officers in crisis communications during military operations. During his tour of duty, CW has successfully trained in excess of 1,000 personnel.

- Bachelor of Arts in Psychology, University of San Francisco
- Certificate in Public Relations and Mass Communications, Institute of Public Relations, Singapore (IPRS)
- Accredited Crisis Communications Planning Trainer, The International Consortium for Organisational Resilience
- Distinguished Honor Graduate, US Psychological Operations Qualification Course
- Certified Arbinger Facilitator for Leadership and Self-Deception, Arbinger SEA
- Accredited Human Resource Professional, Singapore Human Resource Institute

- Various appointments in the Singapore Armed Force's Army Information Centre including Head of the Information Support Branch
- Head Media Team, Inaugural Youth Olympic Games 2010 Opening Ceremony
- Deputy Head Information Team for SAF Humanitarian Assistance Support Group during the Indonesian Tsunami of 2004
- Published writer with works on Crisis Communications featured in Human Resource Magazine, Professional Newsletters and blog (

Workshop Fees are $580 and course is capped at max 20 participants. To sign-up, email me at

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