Temperatures are set to rise beyond the cap of 1.5°C set by the Paris Accord of 2015. And media reports have been suggesting that the world seems to be on a road to self-destruction, following the end of United Nations Climate Change Conference, commonly referred to as COP26, in Scotland last year.
Scientists have also reported that the world will heat up by as much as 2.4°C by the end of the century which would be detrimental for all life, if little is done to change the way we live, eat and consume.
To avoid this, the world needs to reduce its reliance on fossil fuels by 45% by 2030 and countries across the globe need to reach a net zero carbon footprint by 2050.
What does “ESG” stand for? How have businesses responded? What does it take to be carbon neutral?
Join us for this webinar and learn about the future of public relations (PR). Hear from PR practitioners as they discuss on “ESG”. At the same time, learn how “ESG” is implemented through case studies. This webinar will also look into how data and technology are increasingly used in PR to help businesses communicate their vision for sustainability, effectively.
There will also be opportunities for you to share your views and raise questions during the Q&A session.
We look forward to your participation.
Tertiary students, fresh graduates, educators, and media professionals.
For enquiries or assistance, please email Help-SMC.
Mr Tui Jurn Mun
Director, School of Management and Communication.
Introduction to guest speakers.
Mr Jian Yang
Head of Strategy
Distilleri Pte Ltd
The Head of Strategy of Distilleri has pioneered global and regional sustainability conversations, but shares a house with 12,000 plastic women. Jian Yang is constantly straddling the two realities. But are the two conversations mutually exclusive? Or can the two worlds live in harmony?
Ms Elaine Chan
Director of Marketing Communications
PARKROYAL COLLECTION Marina Bay, Singapore
Consumption and waste are major factors in the hotel industry. Food waste, water consumption, garbage generation, and energy usage, all of which are synonymous to the industry are major contributors to carbon dioxide emissions. As a result, hotels are responsible for 21% of the tourism industry’s environmental footprint. While “sustainability” and “green innovations” were merely fashionable buzzwords a decade ago, they have now become mainstream practices, and are often regarded as marketing and PR angles for businesses. As the awareness of climate change and businesses’ impact on the environment grow, so does the adoption of policies that have favourable effects on the environment.
Going green has additional, non-direct benefits for businesses. Customers’ demands from businesses have evolved in tandem with the increased popularity and cultural importance of sustainability. By visibly adopting sustainable practices, company’s brand image may experience a positive impact. Increasingly, customers show a preference towards brands that are environment-friendly.
Brand image is especially important within the hotel industry in order to stand out from competitors that offer similar products and services. Therefore, brand image plays a larger role in influencing consumer’s choice in the hotel industry, as compared to other sectors.
Generating a positive brand image among consumers is one of the key ways for a hotel to differentiate itself from competitors, on top of ensuring its brand competitiveness. Thus, the adoption and promotion of green innovations offer opportunities for brands to bolster their public image.
Mr Marcus Loh
Group Executive Director
PR and communication management are at an inflection point. Brands that are distracted will find themselves not only on the wrong side of history, but also at a competitive disadvantage. People’s expectations towards capitalism have also changed. Beyond profits, people want brands to balance environmental, social, and governance agendas. It is the onus of businesses to rise up and meet them. This segment will seek clarity on why and how PR, communication management, and public affairs can drive greater influence through a path to purpose.
Mr Mubin Saadat
Diploma in Mass Communication
Jian Yang was recognised as the PR Champion of the Year by the Institute of Public Relations of Singapore, in 2021. He also the Head of Strategy of Distilleri Pte Ltd, an integrated communications consultancy. Interestingly, he holds the record for owning Asia’s largest collection of Barbie dolls which he uses to kickstart conversations across various topics – from self-empowerment to mental health. The approach was brought to life in his TEDx Talk and other public engagements. His upcoming exhibition will discuss the role of toys in a circular economy. Jian Yang is also an online influencer, prolific media personality, and a published author of #flushablefashion
As Director of Marketing Communications at PARKROYAL COLLECTION Marina Bay, Singapore, the country’s first “Garden-in-a-Hotel”, Elaine Chan spearheads the hotel’s strategic marketing efforts to drive brand persistence and dominance in the sustainable hospitality market.
Elaine has almost 20 years of experience in strategic marketing management and public relations in the luxury hospitality industry in Singapore, China, and the United Kingdom. She held leadership roles at PARKROYAL COLLECTION, Kempinski Hotels, Shangri-La Hotels & Resorts, The Grove Resort, London, and Millennium Hotels & Resorts.
Elaine contributed to the pre-openings of Shangri-La Hotel, Ningbo and the award-winning state-owned Sunrise Kempinski Hotel, Beijing & Yanqi Island, which was the official venue for the Asia-Pacific Economic Cooperation Summit in 2014. In the same year, she was selected as one of the five finalists for The Hotelier Awards 2014 – Marketing Communications Hotelier of the Year, Greater China. She was also the founder and chief editor of Ningbo’s inaugural bilingual magazine and TV programme, Ningbo Focus.
Marcus Loh has nearly 20 years of experience in brand building and strategic communications, having worked alongside organisations within the education, technology, and public sectors – both in Singapore and Asia Pacific. He was elected as the president of the Institute of Public Relations of Singapore in 2019 and serves on its accreditation board.
Mubin has more than 13 years of experience in the news industry, dabbling in broadcast and digital news media. He began his career at radio news before moving on to Channel NewsAsia’s digital team as an editor covering major events and breaking news. The lecturer has also taken on diverse roles as a journalist before joining Republic Polytechnic as an academic.
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