SG Corporate Training: Crisis Communications Training / Online Reputation Management

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 Managers and PR Professionals who are responsible for the online 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 | identify 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 | Practical/ Role-play Exercises (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 Organizational 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.


For enquiries, email Justin[a]


Corporate Courses: Social Media – 3 Reasons Why Every Company Must do SEO …

Search Engine Optimization or SEO has been around since the day search engines were created. Unfortunately, many Singapore business owners still do not use SEO in their social media marketing strategies. This is surprising because studies have shown that 90% of all buying purchases involve at least a search on Google, Yahoo! or Bing. The strange part is the small business owners will not think twice about spending thousands on developing a “professional” looking website but not the few hundreds a month that will guarantee that someone actually sees the masterpiece.

If you are one of those business owners, then here are 3 reasons why every company need to use SEO:

Reason #1: Stand-out on the web

There are over 633 million websites on the world wide web and, for any business you are in, there is likely no less than a few hundred competing websites. Research has shown that 97% of all online searches do not go beyond page 3 of Google. As such, you may have the nicest website or even the best product for sale, unless you are indexed and ranked in the top three pages, chances are nobody will ever know about your company.

Reason #2: Good ROI (Low Cost in Comparison to Google Adwords)

“Organic listings” are free. Once you are indexed and ranked well, you need not pay for any clicks to your site. Thus, in a sense, SEO is a gift that keeps on giving. Additionally, the result of SEO is long lasting as, unlike paid advertisements, your ranking does not suddenly disappear once you stop paying for it. Plus, from the perspective of credibility, a well ranked site is considered more “credible” that a Sponsored Site on Google Ads.

Reason #3: Your Competition is Doing It!

Many of your competitors already know about the benefits of SEO and they are using it. If you are not even ranked on the top three pages of any search engine, you are not even in the game. Acting like an ostrich with your head in the sand and telling yourself SEO is not important, only gives your competition more time to take away customers that should be yours.


CW Fong & Associates is a boutique communications consultancy. As we work with trusted partners from around the world, we are able to offer you SEO services at attractive rates. We are not the cheapest, but we offer you the best value. As someone once said, “when you look at the price, you cannot see the value. But when you see the value, price will not be an issue.”

Corporate Courses: Social Media – How to Use Facebook’s Events Application Correctly

Facebook is now arguably one of the most powerful social media marketing tool due to its reach.  Unfortunately, reach alone is not enough and many Singapore small business owners struggle to monetize their social media fans.

In the world of social selling, one tool that is under-utilized is Facebook’s Events application.  It is under-utilized because many have tried it and found it to be ineffective.  My question is whether the business owner had used it correctly in the first place.

For most business owner’s, the standard approach to using the events application is to create the event, invite friends and fans and then sit-back and do nothing else.  This “post and forget” strategy is not the correct way to use the application and dooms the event to failure.   While it is true that an invite will appear as a notification on the receivers’ wall, most people receive numerous invites and have literally become “blind” to it.  A one time appearance on their wall is therefore likely to either go un-noticed, or if noticed ignored as the post may not have interested him to read more.

A more effective strategy of using Facebook’s event application is to think along the lines of a conversation.  What the business owner should do is create the event, invite his friends and fans, and then create a series of daily posts promoting the event.  What most users of the event application do not realize is that as long as the invitee has not declined the invite, each new post will appear on their news feed.  Thus, if you have developed  a compelling story as to why they need to attend your event and the benefits they will gain, chances are that each new post will attract a few more attendees.  Additionally, if your post is something meaningful and they share it, more people will know of your event.

In short, many people do not use Facebook’s event application as they have found it ineffective.  The problem is however not with the application itself, but with how the business owner uses the social media marketing tool.


CW Fong & Associates is a Singapore-based boutique communications consultancy specializing in social media marketing.  If you are not getting the results you want from your social media platforms, give us a call for a no-obligation consultation.  eMail: Justin[a]

Employees are an organization’s strategic edge …

We had an interesting conversation with the CEO of a fund management firm recently.  After much dialogue, we concluded that hardware, organization structures and even policies can be copied.  What however cannot be duplicated was how the employee feels towards the company.  This we concluded was dependent on how management and its line supervisors view the employee. Value them and they will move heaven and earth for you.  See them as tools to be used and they will respond in kind.

To bring out the best in your employees, enquire about our Personal and Workplace Effectiveness Workshop via justin[a]

Corporate Courses: Social Media Marketing for Singapore SMEs

The use of social media in sales and marketing is no longer a fad.  Polls have shown that 90% of all sales today involve some form of social media platforms.

As such, the ability to write search engine optimized (SEO) articles is no longer a good to have, but a must have skill of any sales and marketing professional.

CW Fong and Associates, one of our social media consultants/ trainer, has written an article on how anyone can be draft an effective SEO article.  The article teaches a 3-step process to SEO success.

Effective SEO Articles in 3 Simple Steps 

Corporate Courses: Sales Training Program in Singapore

In our opinion, sales training is a growing, and as yet untapped, market for corporate trainers in Singapore.

This is because increasing business costs related to land and labour are forcing businesses to be more efficient and more effective. Each sales professional hired must now not only sell more, but sell faster.

Unlike Western countries where the gift of the gab comes naturally (important for building rapport), sales professionals in Asian countries like Singapore are more reticent. The only way to increase their effectiveness and efficiency is therefore to train them.

Unfortunately (but fortunately for us), most sales systems currently taught in Singapore are based on Western models. While effective in their own countries, these models cannot be transplanted wholesale without customization.  For example, closing techniques which Americans can accept may be seen as insulting in Singapore.  Companies that engage sales trainers must therefore be careful to select trainers and consultants that know the local market.  This is where SG Sales Guru comes in. Based on the art and science of psychology, our system works at the unconscious level and automatically adjusts for cultural differences.

In short, the sales training market in Singapore is set to experience a boom, and trainers who are able to deliver systems that suit the local market are poised to benefit from it.


Sign-up for our Sales Coaching Program today and start your journey to becoming a sales superstar.  Our money back guarantee makes it risk free for you.  You therefore have everything to gain, but nothing to lose.

Corporate Courses: Successful Selling begins with the product (SG Sales Guru)

Have you ever wondered why Apple is one of the most successful companies in the world? Or how Apple products fly off the shelves the moment they are launched?

The answer is simple. Steve Jobs did not start out by asking what Apple could build, but asked what the consumer wanted.

The same is true with sales. In a recent consultation with an internet company, I was asked to review their current marketing strategy. During their brief, the first thing I noticed was that the product range was packaged according to what the company felt was the most profitable to themselves. Little or no thought was given to determine how the target market could use the product to their own advantage. Obviously, this was wrong and their sales figures reflected this.

I then led the management team in an analysis of what their target subscribers really needed and then worked to repackage their services to meet the needs of their subscribers. While their sales team have just started to work with the new range, preliminary figures are proving positive.

In short, sales always is always about the needs of the buyer. Offer a product or service that meets those needs and you are guaranteed success. While it may sound intuitive and basic, many companies still fail to do this.

For more information about our programmes, visit us at