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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.
Explanation & Answer
I have done your work. It is not plagiarized. Thank you.
Running head: GETTING THE AXE
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GETTING THE AXE
Student’s name:
Institution affiliation:
Date:
GETTING THE AXE
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GETTING THE AXE
Introduction
Public goodwill is an important component of public relation in any organization. It helps
in creating the mutual understanding between the management and the employees in any
organization which in turn promotes or builds the reputation of the business. Through the
maintenance or promotion of public goodwill, the Company’s management will be in agreement
with its employees. In addition, the employees will be willing to accept and acknowledge the
decisions made by the management pertaining any crisis or an event to be undertaken. This builds
the Company’s image and promotes unity and cohesion between the Company and its
stakeholders. Therefore, promotion or maintenance of public goodwill is very critical in any
organization that aims to succeed in a competitive business environment.
HOW SPH MAINTAINED PUBLIC GOODWILL
SPH maintained public goodwill in the following ways.
Promotion of unity
The SPH is dedicated to promoting unity within the organization. This is clearly evident
when the Chief Executive, Mr. Ng Yat Chung called on the staff to work together to take the
Company forward. This indicates that SPH management is aware that without unity, the Company
will not accomplish its objectives. This is so because unity is the source of strength for moving an
organization forward. Through ensuring that there is unity among the staff, all the decisions made
by SPH are likely to be accepted and implemented since there will be no antagonistic opinions
from other stakeholders (Heath, 2005). This will make the staff work together in realizing the
SPH’s objectives. Additionally, through the promotion of unity, SPH encouraged employees’
GETTING THE AXE
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participation in the decision making process concerning the critical issues where each stakeholder
is given an opportunity to give his/her opinion regardless of either it will be helpful to the Company
or not. Mr. Ng Yat Chung, who is the Chief Executive of the Company, promoted the creation of
a conducive communication environment by calling on the staff to be united. This will make the
staff feel valued and part of the organization.
Apology
Another way in which SPH maintained public goodwill is through offering a sincere
apology to the employees who were affected by the serious lapse that locked them out of their
computers before they were informed about their retrenchment. This is so because when the
company accepts the mistake and feels sorry to the affected parties by offering a genuine apology,
then its reputation will not be affected in any way by the incident at hand. Furthermore, the affected
parties will admit that the mistake that occurred was not intentional. This is because there is no
perfect system in this world, thus, there is a probability that failure can occur within the system
anytime. Therefore, there is no way of avoiding the mistakes completely. For instance, the 20
employees who were locked out of their computers will understand that the serious lapse that
occurred was not initiated intentionally.
Additionally, through the offering of an apology, SPH enhanced a good relationship with
the employees who were offered retrenched and those who remained in the company. This is
because those employees will not spread the negative information about the SPH even after leaving
it. Also, the remaining workers will have a perception that the company observed humanity while
retrenching some of its employees.
GETTING THE AXE
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Communication
Proper communication is another strategy that SPH utilized to maintain public goodwill.
This is because there was an efficient sharing of information pertaining the retrenchment of some
of its employees. Mr. Ng Yat Chung communicated to the employees through an e-mail the reason
why a serious lapse happened. The reason was to restrict access to critical business systems for
security concerns after the affected staff was informed of their retrenchment. Furthermore, he
illustrated to them that it was not intentional to for the affected persons to find their retrenchment
in that manner. This was a good move taken by Mr. Ng Yat Chung to enhance public goodwill
since an efficient communication is a better way of sharing the inform...
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