Wednesday, March 27, 2013

Press Release: Social Media Marketing for the Singapore Small Business Owner

"How to Use Social Media to Increase Sales and Profitability"
CW Fong & Associates (CWFA) is pleased to announce the introduction of their latest workshop to help the Small Business Owner in Singapore.
CWFA believes that a company’s profitability is a function of its credibility and its visibility.  This 3-hour hands-on workshop will teach you how to use Social Media platforms like Facebook to increase sales and profitability.
Specifically, participants will (a) learn the principles of branding; (b) derive their individual unique selling propositions; (c) apply the VCP Formula for business success; (d) use the “Social Media Trinity” to build a successful Facebook page; (e) understand how to generate online conversations; and (f) perform a stakeholder analysis to derive user-centric contents.
This Workshop is ideal for Small Business Owners, Property Agents and Insurance Agents.
The Workshop will be held on 10 April 2013, 6 pm to 9.30 pm, in the Training Room of Asia Coaching Training (The Plaza, #02-301, 7500A Beach Rd).
To register or for more information, please contact Priya at 6225 1784/

Press Release: Workshop on Preventing Industrial Espionage in Singapore

CW Fong & Associates is pleased to announce the first public run of our Preventing Industrial Espionage Workshop.

Research involving 850 IT and security professionals in North America, Europe, Australia, New Zealand has shown that in the past 2 years, 48% of large companies have been targets of industrial espionage. These companies have lost on average USD100,000 per attack through business disruption, lost productivity, lost revenue, forensic analysis and remedial action.

As proprietary information increasingly becomes an organization’s strategic edge, competitors will inevitably rely on social engineering to collect proprietary recipes and formulas, operational data, customer database, research and development reports, pricing and marketing strategies and prospective bids. The ability to protect proprietary information will thus become an integral component of an organization’s continued success and viability. As the human in the loop is the weakest link in any security system, approximately 70% of all successful industrial espionage attacks are gained through social engineering.

This workshop will teach employees entrusted with proprietary information about the impact of industrial espionage on the company, how social engineering is used in an industrial espionage attack and how to protect themselves from being a victim.

The Workshop will be held on 26 April 2013 at the Holiday Inn Atrium Singapore. For more information, contact us at

Sunday, March 10, 2013

Crisis Communications: The Propaganda Effect

One paradox of Public Relations is that "PR is most effective when it is not perceived as PR."  Some organizations, especially government agencies, face what I call the propaganda effect in that anything communicated is perceived as biased and designed to elicit some sinister agenda.
In a recent conversation with the PR Director of a government agency, I shared that given the current sentiments towards the government, this propaganda effect was inevitable.  What she can do to lessen the effect was to:
(a) tone down the rhetoric by using subtle/ indirect messaging; and
(b) establish her communication platform's neutrality in the eyes of the target audience by also communicating neutral information.
Overall, while these strategies will not convert the hard-core conspiracy theorists, it will however win over the rational middle-ground that make-up the majority.

Saturday, March 9, 2013

Crisis Communications: IKEA Singapore Meatball Crisis

Kudos to the PR Team at IKEA!

In my crisis communications workshops, I teach clients that in a crisis, consumers' continued loyalty to their product is a function of the consumers' confidence and commitment (see diagram below).  As confidence and commitment are intangible factors that cannot be influenced directly, the levers which they can use are the motivation, understanding and ability of the consumer.  Thus, to regain consumer loyalty during (or after) a crisis, the company's crisis communications plan must focus on enabling the three.
The recent move by IKEA Singapore to sell their meatballs at $0.10 cents is a fantastic example of engaging the motivation lever.

To learn more about our crisis communications frameworks, contact our us at

Victim of Online Vigilantism in Singapore - What should you do?

Over the weekend, a sales manager became the latest victim of online vigilantism in Singapore. He was on his way to trading in his BMW 5 S...