Thursday, February 16, 2017
Crisis Communications: NParks Tembusu Tree Incident
[Crisis Communications] Tembusu Tree Incident
To allay public fears over the safety of large trees in Singapore, and to diffuse their responsibility for the recent incident, NParks issued a statement that trees in Singapore were inspected based on "international standards".
This is a standard approach used by most organizations and, in most instances, it would work. For NParks, it didn't and there were flamed by netizens. The use of "international standards" works for others as the average citizen will know of and accept that there are international standards for things like rail safety, food safety, etc. However, not many average citizens know of the existence of an international standards for tree inspection. They therefore reacted with skepticism and saw it as PR Speak.
Personally, our first reaction when I saw it on the news was to ask if there is even such a thing as an international standard for tree inspection.
Learning Point: While we can and should adapt best practices to manage a crisis, we must however contextualize it to our own situation.
Follow Us on Facebook: Social Media Academy Singapore
The only constant in social media marketing is that it is constantly evolving. As marketers continually try to beat Facebook's and Goo...
In Jun 11, Kentucky Fried Chicken (KFC) Malaysia was faced with a potential social media crisis when videos of food tampering by their kit...
Social Media Marketing: Developing Viral Content Creating viral content is the goal of every social media marketer. Not because it fee...
With changes in Facebook's algorithm prioritizing engagement, social media marketers have been forced to develop content that engages....