Institute of Public Relations Singapore PR 2.0 Conference

I recently attended a conferenced organized by the Institute of Public Relations Singapore, entitled “PR 2.0: Engaging Stakeholders in the New Media Landscape.” 


It featured a number of great speakers with interesting ideas to share.  An example would be Christopher Graves (Ogilvy PR’s President, Asia Pacific), who shared the agency’s thinking on the social media landscape.  It was of course also a subtle plug for Ogilvy PR’s newly launched 360 Degree Digital Influence practice


Other speakers include John Kerr of Edelman, who by now is a familiar face in the social media lecture circuit, but who nonetheless always makes it a point to customize his presentation to suit the needs of the audience and occasion. 

Melvin Yuan of The PR 2.0 Universe moderated what was probably the most scintillating panel discussion, owing to a penetrating question asked by Dr. Jim Macnamara (General Manager, Research, for CARMA).  Jim’s point was that while outreaching to “celebrity bloggers” to evaluate or endorse a product was a great promotional tactic, it wasn’t authentic (which was a word one of the panel speaker used to describe such efforts).  I have to agree with Jim.  Even though bloggers are not technically obliged to blog about free products they receive, those who do have made a business out of blogging know that if they don’t, or if they write an overlydisparaging review, companies and PR agencies may start giving them a wide berth.  Even in traditional media organizations, marketing preriodically exert influence over editorial.  Having said that, I hope that consumers will be sophisticated enough to take what they come across in the media–old and new–with a pinch of salt and look for corroborative evidence instead of relying on any one souce to make a decision.


My colleague and friend Walter Lim, who heads corporate communications and industry promotions at the National Heritage Board, shared how blogger outreach made a difference in the International Museums Day 2006 and the success of NHB’s blog.


6 Responses to “Institute of Public Relations Singapore PR 2.0 Conference”

  1. 1 John Bell August 6, 2007 at 11:49 am

    I am sorry that I missed the conference and appreciate your coverage. Blogger outreach – especially outreach to popular bloggers who essentially have reached “media” status (doesn’t mean they are journalists) – is one of the most accessible things PR firms can do to get involved in social media. With some care an understanding of how bloggers can be different than journalists, it is one of the easiest things traditional PR firms can do. And it’s the least we can do. Time to stop doing the least we can do.

    There is so much more to engaging with people via social media. I hope that there is a lively discussion in Singapore about those possibilities.

    Thanks for the mention.

  2. 2 walter August 6, 2007 at 1:32 pm

    Hey bro thanks for including me in your summary and that nice…err… shot of me doing my koyoke selling thang. It looks like Yam Keng still looks as metrosexual and savvy as always – politics notwithstanding! BTW, I am going to try to set up a group for PR bloggers and will invite you to join. Soon as I get organised a little.. yeah right.

  3. 3 sojourneys August 7, 2007 at 2:28 pm

    Hi John,

    Thanks for your comment.

    You’re right, blogger outreach is one of the most basic PR tactic in this age of social media. Some companies in Singapore are already doing that.

    At the IPRS PR 2.0 Conference, a blogger shared how her first commercial outreach was from Contiki who flew her to their new resort in Bali. Now don’t you wish you were in her shoes in this instance.

    I think the most powerful effect is achieved when social media outreach is integrated with an overal communication program that includes traditional media outreach. Ogilvy’s Aveeno case study was probably a case-in-point.

    Best regards,

  4. 4 sojourneys August 7, 2007 at 2:29 pm

    Hey Walter,

    Wow, a new group for PR bloggers! You’re ever the evangelist. I am looking forward to it! 🙂

    Best regards,

  5. 5 Leigh October 30, 2008 at 7:51 am

    Hi, thanks for the information on the PR conference. May I know if there are existing PR conferences between Nov. 15 to 21, 2008? I was hoping to attend one in Singapore.

    Many thanks!

  6. 6 sojourneys October 30, 2008 at 8:33 am

    Hi Leigh, you could check the local professional associations for PR practitioners:

    Hope this is helpful.

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