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10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga
The document analyzes a crisis situation involving SPH's CEO Ng Yat Chung during a press conference, following his emotional response to a reporter's question about editorial independence. It details the aftermath on social media, including the rise of user-generated content and branding implications, as well as Ng's subsequent apology 48 hours later. Key lessons from the incident highlight the importance of communication strategy and public perception in crisis management.
10 Key Public Relations Lessons from 10 Social Media Memes after the #umbrage SPH CEO Saga
- 1. Crisis Management A CaseStudy 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.
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- 4. Then a reporter fromChannel News Asia said:
- 5. Immediately, then theCEO 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 CEONg 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 foryou and eventually influence Google Algorithm • First 6 Hours after the Press Conference
- 8. UMBRAGE • People learna new word or add meaning to something we know so well for so long
- 9. Your Wikipedia willbe updated
- 10. Your business getsmore publicity
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- 12. New Facebook Group maybe formed • Screenshot from Umbrage Singapore Facebook group First 12 Hours after the Press Conference
- 13. Brands will hijack yourtrending # • From Travel to Lubricant
- 14. New Products will be createdon E-commerce First 24 Hours after the Press Conference
- 15. You become aninspiration 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 TikTok sensation though you may not have an account
- 17. You may invite someexpert opinion or commentary First 36 Hours after the Press Conference
- 18. Even the LawMinister 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 NgYat 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 theSaga 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
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