Archive | January 2014

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.”