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General Assignment Information:

Education Level: Diploma

Subject of Assignment: Strategic Communications

Number of Words: 1,500 words

Type of Referencing: APA

Number of References Required: 5

Deadline: 7th Feb 2018 before 5:00 PM (Beijing, Singapore, Hong Kong time)

Title of Assignment:

Getting the axe

Background:

Singapore Press Holdings (SPH) chief executive Ng Yat Chung yesterday called on staff to work together to take the company forward, while apologising for the “serious lapse” which locked some 20 employees out of their computers before they were informed of their retrenchment.

The staff from the English/Malay/Tamil Media group were among the 130 people that SPH began retrenching last Thursday as part of restructuring efforts.

In an e-mail to employees, Mr Ng said the plan was to restrict access to critical business systems for security reasons after affected staff were told of their retrenchment, but the lapse led to them being locked out prematurely.

“It was most disconcerting to find out about their retrenchment this way. That was never our intention,” he said. “For the pain caused to these colleagues, I apologise for the serious lapse.”

Source: SPH chiefs address lapse during retrenchment. (2017, October 17). Retrieved November 02, 2017, from http://www.straitstimes.com/singapore/sph-chiefs-address-lapse- during-retrenchment

Assignment Question:

Discuss how SPH maintained public goodwill, or failed to maintain public goodwill, with its key stakeholders throughout this crisis.

Develop a strategic communications plan to formulate how the crisis should have been managed, and also how the plan should be carried out.

Your proposed plan should analyse why and how strategic communication is required in various scenarios, and also examine concepts in issues management that SPH would have to consider as it protects its corporate reputation throughout this crisis.