The book ‘Navigating Disruption: Media Relations in the Digital Age’ comprises 11 chapters exploring the world of broadcast journalism and corporate communications. This video summarises what you can learn from each chapter:
If you prefer to read the summary instead of watching, here is my script:
Chapter 1: The Global Dominance of US Media
I paint my problem statement about the state of media and influence in the global media eco-system: how the US has a formidable media ecosystem and overwhelming influence of US media in the world.
This chapter sets the groundwork by explaining why storytelling through the media is important. I begin the book with my own undergrad experience in the US, where I drew out the differences between Singaporeans and Americans.
One key learning point is in learning about freedom of expression in the US,
And how such a culture encourages vibrant storytelling and a vibrant media landscape.
Chapter 2: The Road to Louisville, Kentucky
I explained what it’s like to be Asian in America, by walking readers through my experience as an intern reporter in Louisville, Kentucky. Louisville is a city where I did my post-graduation newspaper internship,
under a scholarship to encourage minority students in newsrooms.
Hence, this chapter helps me to frame up my thoughts on media representation: it is one where Asian representation is generally lacking in mainstream US media: and stereotypes tend to get rehashed. Thus, this chapter explains the importance of role models and representation, by explaining the difference in Singapore media versus US media.
I end the chapter, however, on a somewhat unrelated note, where I share about the retrenchment exercise that unfolded in the very newspaper I was working in. This chapter, thus, transitions to a major theme of my book: digital disruption and the troubles in the traditional newsroom.
Chapter 3: Life as a TV News Producer
I walk the reader through TV newsroom operations, beginning with my return to Singapore for a job in the newsroom. This chapter explains how to news producers craft stories. I highlight my experience covering the Hong Kong umbrella protests 2014. Through this sharing, I delve into what makes the newsroom tick: breaking news. I also explain the stressors that come with the breaking news cycle.
Chapter 4: CNA – From TV to Transmedia
I explain how digital disruption impacted the newsroom, by explaning how the Netflix generation – our youths and young adults – are consuming news differently. I also talk briefly about the rise of new digital media players in Singapore.
This sets the stage for the story of the battle between CNA vs ST on social media. I also describe some differences between ST and CNA in the areas of profits, paywalls & funding.
Chapter 5: A Portrait of Singapore’s New Media Landscape
I write about how Singapore’s media landscape has evolved starting the media liberalisation period. This liberalisation refers to a period in Singapore media history, when the government allowed for more competition in the media space by granting SPH a broadcast license, while Mediacorp could also start its newspaper.
This chapter, thus, covers the broad history of the rivalry between Mediacorp and SPH, and highlights the major digital media players who would go on to compete with the traditional giants for audience share.
Chapter 6: The Impact of Digitalisation on Public Relations
This chapter delves into public sector communication. I explain what is the difference between corporate communication versus the life of the newsroom. I also dive into the ABCs of media relations, from handling media queries to monitoring the news as well as managing interviews and so on.
Chapter 7: Planning the Digital PR Campaign
I start the chapter explaining how political communications has moved to the digital media space because politicians realise this is the best platform to connect with youths.
Following that, I dive into some basic tactics for getting earned media, where I share about media engagement tools such as writing press releases, pitching to the media by applying news values as well as organising publicity campaigns. To share more about influencer engagement, I enlist the help of social media influencer, Fauzi Aziz.
Chapter 8: Singapore Brand Journalism – A Nation Building Model
This chapter covers Singapore politics and government control of the media through media laws. I go into Singapore’s formative history to tell the story of Singapore’s first TV station. This story is meant to illustrate how our country’s early leaders felt about the power of the media, as described through parliamentary discussions on how to implement television technology at the time.
This story of first TV station sets up the stage for explaining why the government is motivated to have controls over expression. I then draw parallels with the implementation of Singapore’s early media law – the Newspaper and Printing Presses Act – with that of today’s POFMA –Singapore’s contentious law over control over falsehoods online.
I cap of the chapter with an interview with world class expert on fake news, NTU Associate Professor Edson Tandoc, who shares his thoughts on the spread of fake news through social media.
Chapter 9: Corporate Storytelling and Message House Design
I explain the important of strategic messaging through the corporate vision, mission and values. I start the chapter by telling the story of the airline SAS’s turnaround. SAS is a Scandinavian airlines that had financial trouble back in the 80s. To save the airline, the newly appointed CEO of the time, Jan Carlzon, successfully applied a communication strategy to galvanise his workforce.
The SAS case study leads to my interview with NTU lecturer and PR consultant, Ferdinand De Bakker, who shares with me about the importance of the corporate credo: the vision, mission statement.
I sum up the chapter by explaining about how to design a Message House
This is a framework or matrix that is helpful for planning corporate messages to different stakeholders.
Chapter 10: Internal Communication in the Digital Age
The chapter is a case study of employee engagement at Royal Dutch Shell. It details the strategic moves that Shell uses to keep its workforce engaged, for example, in implementing policies on inclusiveness and regularly polling its employees to get feedback on what to improve.
Chapter 11: What’s Next for Public Relations Professionals?
This chapter is a look ahead into key industry trends, to help aspiring communicators have an understanding of the PR skills needed in the digital age. The content is split into three key areas:
– Major future trends for communicators
– Roles and responsibilities of communicators in the digital age
– Managing crisis communications in the digital age
In explaining the roles of communicators in the digital age, I interview 2 experts who share with me about:
- Strategic communication thinking in the digital age
- Content marketing and storytelling in the digital age
The experts touch on topics such as digital storytelling, data analytics as well as artificial intelligence in communication, where ethics is paramount.
Read Also: How to tell stories on social media
Get your copy of the book here:
► Kinokuniya: https://singapore.kinokuniya.com/bw/9789814893749
► Rakuten Kobo: https://www.kobo.com/sg/en/ebook/navigating-disruption
► Rakuten Japan: https://books.rakuten.co.jp/rk/49813647783933cb91d9d6892e74ed75/
► Goguru (e-book): https://www.goguru.com.sg/navigating_distruption_ebook