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About PRISM Awards The PRISM Awards 2012 is the twelfth since the inauguration of the Awards more than 25 years ago. The PRISM Awards 2012 sees the introduction of two new Award categories as follows Public Relations Champion - Corporate Public Relations Mentor - Corporate WHAT IS PRISM PRISM stands for Public Relations In the Service of Mankind. The Institute of Public Relations of Singapore (IPRS) introduced the PRISM Awards in 1987 to recognise and reward excellence in Public Relations and Communications in Singapore and the region. The PRISM Awards are presented biennially to encourage creativity originality and to promote the best application of Public Relations and Communications practices across all sectors of the economy - commercial government and in the not-for-profit sectors. AIM OF THE PRISM AWARDS The PRISM Awards are presented to organisations and individuals in recognition of their outstanding contributions and achievements in the practice of Public Relations and Communications so as to raise the level of professionalism in the PR industry. The PRISM Awards are part of IPRS ongoing effort to enhance Public Relations practice in Singapore and the region through the recognition of best practices. 2 Souvenir Program About IPRS The Institute of Public Relations of Singapore (IPRS) was founded as a non-profit professional body in 1970 by a dedicated group of Public Relations practitioners to raise Singapore s Public Relations profession to greater heights. Starting out with only 30 members the Institute now has a membership base that is 500-strong and growing. It consists of professionals from a variety of backgrounds Public Relations journalism advertising marketing education and management. The IPRS welcomes members from diverse backgrounds a factor that has contributed to the Institute s strength and dynamism. IPRS promotes excellence in the industry through education and recognition of professionalism. EDUCATION The Institute designs programmes and courses that are aligned with the many changes and developments in the practice of Public Relations. The courses currently offered are as follows Graduate Diploma in Public Relations Professional Certificate in Public Relations & Mass Communication Singapore Workforce Skills Qualifications (WSQ) certified Public Relations courses Introduction to Public Relations & Mass Communication Workshops and seminars Corporate in-house training programmes ACCREDITATION In July 2000 the IPRS established the Public Relations Accreditation Scheme to strengthen professionalism. As the accreditation programme becomes more established over the next few years more employers will list AMIPRS which stands for Accredited Member of IPRS as a requirement when they hire a Public Relations professional. Souvenir Program 3 President s Message Welcome to the 12th Edition of the Public Relations In the Service of Mankind (PRISM) Awards. This year marks the 25th anniversary of the biennial event which started in 1987. To those who have supported the 2012 PRISM either as a sponsor or by buying tables for the gala dinner your generosity is the much-needed fuel to get this event going. And to the 32 award winners PRISM s longevity is a congratulations testimony to the support and effort that each of you has I thank all our 10 judges given in one form or another. for their time and expertise especially two of our overseas In the spirit of PRISM each judges Mr Dan Tisch (Chair of you is a winner - regardless Global Alliance) and Ibu Prita of whether you have (President PERHUMAS). submitted entries for the PRISM awards contributed Finally a big word of thanks to in cash and or in kind as a my fellow Council Members sponsor or bought tables for the IPRS Secretariat Team all our volunteers from the PRISM gala dinner. the Republic and Temasek Thank you for making Polytechnics and friends of PRISM a sustainable event. IPRS for making PRISM Awards 2012 a success. For those who have submitted entries - thank you for taking the time and effort. Without your entries there is no PRISM. Ng Wei Joo President Institute of Public Relations of Singapore (IPRS) 6 Souvenir Program Message from Judging Panel This year we received 89 entries. The category which saw the most number of entries was the Best Young Professional . This is a good sign for the industry. Going forward we should look at increasing the number of categories at future PRISM Awards to celebrate the achievements of our young professionals. We dropped categories like the Best Events to deliberately ensure more critical thinking and strategic approach. Unfortunately many of the submissions continued to be event-centred even when the categories asked for a campaign strategy which is sustained delivery framed and primed over a longer period. As a result the judging committee was rather parsimonious in offering Excellence in several of the categories. Social media featured in most of the submissions even when it was not in the Digital Media category. This is a sign of the times. Technologies and social networking tools are no longer new forms of existing communication. Used effectively they generate interactivity sharpen conversation and create a shared awareness of the realities that institutions individuals companies and countries are faced with today. Basskaran Nair Adjunct Associate Lecturer Lee Kuan Yew School of Public Policy National University of Singapore PRISM Awards 2012 Judging Panel Souvenir Program 7 features Boris.Barreck Phone 852 3182 7511 Acknowledgment of Sponsors GOLD SPONSORS SILVER SPONSORS PARTNER SPONSORS Souvenir Program 9 TAKE YOUR COMMUNICATIONS CAREER TO THE NEXT LEVEL SIGN UP FOR THE GRADUATE DIPLOMA IN PUBLIC RELATIONS APPLY TODAY ABOUT THE PROGRAMME The Graduate Diploma in Public Relations (GDPR) is a 12-month part-time programme run jointly by the Institute of Public Relations of Singapore (IPRS) and Singapore Management University (SMU). The programme prepares communications professionals for higher level roles in PR management and consulting. The GDPR is for professional communicators with about three years of experience and a good first degree. SCHOLARSHIPS AVAILABLE Singapore Workforce Development Agency (WDA) offers scholarships for the GDPR under its Skills Training for Excellence Programme (STEP) for the Creative Industries. All scholarships cover 90% of tuition fees and will be awarded to selected employersponsored Singaporean students. For more details please visit gdpr or call 6534-1841 Applications for the February 2013 term closes on 16 November 2012 A new era. A new approach. Why not a whole new look Welcome to the Engagement Era. New to some but not to us. Find out more at PRISM AWARDS 2012 Organising Committee ADVISOR Ng Wei Joo President IPRS COMMITTEE CHAIRPERSONS Christopher Lim Kai Tamin-Goh COMMITTEE MEMBERS Stephen Forshaw Vice President IPRS Honorary Secretary IPRS Honorary Treasurer IPRS Robert Conceicao Dr Gregor Halff Lena Soh-Ng James Suresh Gerald De Cotta Mike Liew Adrian Heng Cho Pei-Lin SECRETARIAT Roger Wong Manager Administrative Executive Lily Sim Aminah Mohammed Programme Executive VOLUNTEERS Jeslyn Pua Byron Ho Students from Temasek and Republic Polytechnics Souvenir Program 15 Corporate Awards OUTSTANDING OVERALL CORPORATE REPUTATION PROGRAMME SINGAPORE MERIT Communicating in a Diffused Media World Nanyang Technological University (NTU) MERIT Global Capital & Development Creating a Business City across the Causeway Ogilvy Public Relations Worldwide OUTSTANDING OVERALL CORPORATE REPUTATION CAMPAIGN INTERNATIONAL MERIT Hewlett Packard HP Global Influencer Summit Edelman Public Relations Worldwide MERIT Bayer 50 Years of the Pill Weber Shandwick BEST INVESTOR RELATIONS PROGRAMME EXCELLENCE Nam Cheong Citigate Dewe Rogerson i.MAGE Pte Ltd MERIT Global Logistic Properties Citigate Dewe Rogerson i.MAGE Pte Ltd MERIT Sabana Singapore s 1st Shari ah-Compliant Listing Weber Shandwick 16 Souvenir Program Corporate Awards BEST PUBLIC SECTOR CAMPAIGN EXCELLENCE Asian Civilisations Museum Terracotta Warriors Come Alive GolinHarris MERIT Ministry of Manpower Re-employment of Older Employees Asia PR Werkz OUTSTANDING CAMPAIGN BY NON-GOVERNMENT ORGANISATION (NGO) MERIT Singapore Environment Council Blazing the Green Trail - Singapore G1 2010 PR Communications Pte Ltd OUTSTANDING INTERNAL COMMUNICATIONS PROGRAMME MERIT Consumer Healthcare s FMCH Day Race It to Win It GlaxoSmithKline BEST CORPORATE SOCIAL RESPONSIBILITY (CSR) PROGRAMME EXCELLENCE NTUC FairPrice Singapore s Retailer with a Heart GolinHarris EXCELLENCE McDonald s McDonald s Cares GolinHarris MERIT MasterCard Weber Shandwick Souvenir Program 17 Corporate Awards BEST CRISIS & ISSUES MANAGEMENT PROGRAMME MERIT YUM Brands Flame Grilled Restoring the KFC Brand Promise Ogilvy Public Relations Worldwide BEST INTEGRATED MARKETING COMMUNICATIONS PROGRAMME EXCELLENCE Humming Flowers Valentine s Day with Humming Flowers & Gifts Citigate Dewe Rogerson i.MAGE Pte Ltd EXCELLENCE Health Promotion Board Singapore Ong and Raj Colorectal Cancer Screening Waggener Edstrom Worldwide MERIT SK II Weber Shandwick BEST SOCIAL DIGITAL MEDIA CAMPAIGN MERIT Singapore Red Cross Start Your Day Saving Lives Ogilvy Public Relations Worldwide MERIT Cisco Consumer Products Flip Your Profile Campaign Text 100 Singapore Global Communications 18 Souvenir Program Special Individual Awards LIFETIME PR ACHIEVEMENT AWARD Elaine Lim Managing Director Citigate Dewe Rogerson i.MAGE Pte Ltd Gerry De Silva Head Group Corporate Affairs Hong Leong Group Singapore OUTSTANDING PR MENTOR Kathy O Brien Managing Director Red Shoe Communications OUTSTANDING PR CHAMPION Liew Mun Leong President & Chief Executive Officer (CEO) CapitaLand Limited OUTSTANDING PR PROFESSIONAL Farah Abdul Rahim Director Corporate Communications Department & Press Secretary Ministry of Manpower (MOM) Souvenir Program 19 Special Individual Awards OUTSTANDING YOUNG PR PROFESSIONAL EXCELLENCE Priscilla Soh Senior Executive Group Corporate Affairs Cerebos Pacific Limited MERIT Romona Loh Senior Consultant Weber Shandwick MERIT Ng Keng Wee Senior Account Executive Waggener Edstrom Worldwide PR CONSULTANCY OF THE YEAR SINGAPORE MERIT RICE Communications OVERALL OUTSTANDING PR CONSULTANCY MERIT Ogilvy Public Relations Worldwide PR CHAMPION CORPORATE Ministry of Defence (MINDEF) PR MENTOR CORPORATE Singapore Workforce Development Agency (WDA) 20 Souvenir Program In Appreciation PRISM AWARDS 2012 Judging Panel IPRS wishes to express its sincere appreciation to the distinguished Panel of Judges for the PRISM Awards 2012. Basskaran Nair (Mr) Adjunct Associate Lecturer Lee Kuan Yew School of Public Policy National University of Singapore P N Balji (Mr) Media Consultant Nor Badron (Mr) Dr. Gregor Halff Associate Professor of Corporate Communication (Practice) Area Coordinator for Corporate Communication Singapore Management University Honorary Treasurer Institute of Public Relations of Singapore K Bhavani (Ms) Managing Director International PR Training Daniel Tisch (Mr) Chair Global Alliance for Public Relations & Communication Management James Suresh (Mr) Managing Director Training Plus Int l Pte Ltd Council Member Institute of Public Relations of Singapore Ibu Prita Kemal Gani President PERHUMAS Founder London School of Public Relations Jakarta Kai Tamin-Goh (Ms) Council Member Institute of Public Relations of Singapore (Chair Project Selection Judging Committee PRISM Awards 2012) Han Fook Kwang (Mr) Managing Editor English & Malay Newspapers Division Singapore Press Holdings Souvenir Program 21 43A South Bridge Road Singapore 058677