Keeping networks and education accessible for alumni, the Singapore Management University’s (SMU) Master of Communication Management (MCM) alumni group started the COMMotion speaker series this year. The series, targeting Communications Professionals, offers insider insights into Communications campaigns from the public, private and non-profit sectors. The event is supported by the SMU Office of Alumni Relations and SMU Alumni Association.
In the recent second instalment of COMMotion held on 19 May 2016, invited speakers spoke on campaigns for Resorts World Sentosa’s Halloween Horror Nights, Meiji’s Corporate Social Responsibility (CSR) project, and South-West Community Development Council’s “Let’s Cam-Paint@SWCDC”. Participants also actively interacted with the speakers in a Q&A session.
COMMotion started off with an inspirational note from lessons learnt from the Meiji CSR project. While corporate goals are important in a CSR project, Mr Justine Lee, Co-Founder and Strategic Development, Soule Enterprise and Consultancy, remarked, “If you really want to do good work, do it with a heart!” This was a good reminder to all to think of how recipients could benefit as well as the desired outcomes of the campaign, beyond just improving public perception for the company. For Communications Professionals, this provoked thought on how Communications efforts could also be channeled to steer further support from the public (or at least from staff who participate in the CSR efforts) to actively participate and do further good for society.
Another typical situation faced by Communications Professionals is in attracting media to cover their event or initiative. The second speaker, Mr Kenny Low, District Councillor of South-West Community Development Council (SWCDC) faced this issue when balancing the intended outcomes of his campaign versus coming up with something new to attract the media. He noted that something new (which attracted the media) may not always be effective, but something effective may not always be picked up by the media. In sharing how he overcame these challenges, it was a good reminder to all on the need to consider creative angles for the need to pitch to media even at the on-set of the planning of the initiative. This would facilitate the campaign communications down the road.
The third speaker, Mr Seah Wee Thye, AVP of Entertainment, Resorts World Sentosa (RWS), brought alumni on a trip down the RWS Halloween Horror Nights campaign. With the campaign focused on re-creating a “movie” experience for the audience as they walked through the haunted house, Mr Seah noted that professionalism of the crew who were executing such a campaign was crucial. For example, regardless of how hot they felt inside the costumes, cast members were not allowed to “take their heads” off from their costumes when in front of the audience. This sharing relates greatly to the campaigns where participants are required to experience something on-site in order for communications to be successful. It is a good reminder as well of how operations and communications, as separate functions, also inextricably impact each other.
Accompanying the COMMotion speaker series that night was a networking session where MCM alumni got to meet fellow classmates from their own cohorts and other cohorts over dinner and drinks. MCM Alumni also interacted with other Communications professionals who were SMU Alumni. It was indeed a night of learning and exchange!
For more photos from the event, click here.
The next MCM Alumni event will be in September 2016. Stay tuned for more news on it by joining the MCM Alumni Facebook Group at: https://www.facebook.com/groups/smumcm/