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PR Assignment you Background Sheet: Generating Yellowish Ribbon Job Campaign Consciousness 1 . About the Organization: Singapore Prison Solutions Singapore Prison Services (SPS) is a label of the Singapore Police Force that concentrates on the care and rehabilitation of prisoners who may have committed interpersonal or legal offences. The corporation does not simply concentrate on real estate and rendering guidance for inmates while they are really in remand, it is also committed to ensure that simply no repeat offences ensue.

Thus, a significant portion of all their efforts also concentrate on offering inmates with basic work skills confident of stopping past legal behaviour from surfacing upon their launch into contemporary society. This indicates which the SPS gives preventive and after-care steps to maintain former prison inmates compliance while using law whenever possible. (Source: http://www. prisons. gov. sg/about_us. html) 2 . Regarding the PUBLIC RELATIONS Situation

In 2005, SPS services noticed that former inmates released in to society confronted social stigma in the form of negative public opinions of being ex-offenders and are typically denied career or turned down by contemporary society. Such open public opinions are harmful and repressive. Seitel (1998, pp50) describes Community Opinion while the aggregate of numerous individual thoughts on a particular issue that affects a group of people by developing consensus or perhaps popular attitudes and thoughts. The position of the PR practitioner then is to positively influence a person’s attitude.

Since seen in the above definition, open public opinions represent popular thoughts that can confirm an inmate’s re-integration into society a frightening task. With no means of getting acceptance or a proper way of living, a large number of relapse back in a life of criminal offenses, a paradoxon that can be resolved through a advertising campaign that aims to inform and search for acceptance. As such, the Yellow Ribbon Project as a public relations campaign within a long-term program that wanted to change open public perceptions of ex-offenders was launched in order to produce a second possibility.

In this condition, the SPS has been offering culinary schooling to a selection of inmates along with Raffles Motel (Singapore) which includes culminated in a cooking competition. A distinguished chef continues to be at sturzhelm in training them and he features marvelled at their capacity to pick up skills in a short time. The newsworthiness of the initiative begins with jail inmates partaking in a grand cooking competition not in contrast to the Straightener Chef series.

Thus, a Media release highlighting the background of the cooking food competition and a feature article in the form of a personality account written by an SPS Pr Executive will be provided for the purposes of fulfilling this kind of assignment. three or more. Reasons for Using PR Communication: 3. 1 Media Launch: It is considered that to generate positive advertising and understanding of the ‘bizarre’ cooking competition in conjunction with this year’s Yellow-colored Ribbon Task (YRP), a media discharge will be brought to newspaper editors in Singapore in wish that the story will be published and make interest and positive awareness.

A mass media release has become described by simply Seitel (1998, pp175) as being a document of record to convey an company official situation or to influence a distribution to write positively about the material discussed and stimulate publishers to cover a story. As readers tend to understand news content with more believability, it is hoped that the usage of a press release information transformed into a news article will fulfil the communicative targets of the YRP better with regards to reach and credibility than using a great advertisement or perhaps provision of information on the organization’s website. 3. Feature Article-Personality Profile: For the second communication tool, a personality profile of a previous prison inmate who has located moderate success as a foodstuff hawker will be written by an SPS Community Affairs executive and published in a local Singapore Magazine, The Straits Times special edition that includes the YRP in Oct. In addition , the personality account will also be posted on the SPS website to get maximum insurance coverage. A feature content has been referred to by Seitel (1998, pp203) as articles found in journals or newspaper publishers that are the contrary of hard news items, often mild, humorous or enlightening.

Through this scenario, the feature content is employed to disseminate much less newsworthy (there is less news-worth in a account about a former convict turned cook) information in more refined ways to break misconceptions that ex-offenders, just like leopards, never change places. The feature article is definitely thus beneficial when fewer important information has to be conveyed for the publics of your PR campaign that however, represents a supporting conversation device in meeting marketing campaign objectives. Sources:

Seitel, FP, 1998, The Practice of Public Relations, seventh edn, Prentice-Hall, NY, USA. FOR IMMEDIATE RELEASE (LOGO) INMATES HIGHLIGHT CULINARY EXPERTISE AT FIRST-EVER YELLOW RIBBON COOKING COMPETITION Singapore, Sept. 2010 9, 2010 ” A dozen inmates gap their culinary skills against one another in the Yellow Bows Cooking Competition held in Changi Prison Cluster A today. This motorola milestone phone activity is a first in a series of Yellowish Ribbon Task activities in 2007, organized by the Community Action intended for the Treatment of Ex-Offenders (CARE) Network.

The food preparation competition was jointly put by Raffles Hotel. Cook de Delicacies Jean-Charles Dubois from the hotel’s French fine-dining restaurant Raffles Grill was one of the idol judges at present finals and was as well heavily associated with preparing the inmates intended for the competition. This cooking competition simulates your kitchen environment and challenges faced by professional chefs. Individuals were necessary to produce a unique Western-style dish within a rigid three-hour limit using established ingredients and equipment. The participants showed promise and a genuine passion to learn, and this experience has been rewarding as I have been capable of see the improvements they have been capable to make,  said Chef Dubois. To get ready participants intended for the competition, Chief cook Dubois visited the institutions five times and provided online video instruction to introduce the ingredients and cooking methods to the inmates. “The participation of inmates in this competition further more reaffirms all their determination to contribute to their own families and contemporary society. We’re very pleased to have our inmates’ creation featured at the prestigious Raffles Hotel.

Chef Dubois’ contribution to our inmates also shows that the community is willing to take the lead in helping inmates within their rehabilitation and reintegration,  said Mister. Desmond Chin, Chairman, Yellowish Ribbon Task Organising Panel. Winning quality recipes will also be recreated at a unique reunion lunch, A Homage of Love, being held in 3 days’ time for winners and their family members. Raffles Hotel may also feature the best dish on a Raffles menu, making it accessible to her patrons and guests. *ENDS* Regarding Yellow Bows Project

The Yellow Bow Project is a nation-wide advertising campaign to raise the awareness of Singaporeans about the necessity of inmates, ex-offenders and their people for societal acceptance. To find out more, please get in touch with: Jale Byrd, Executive General public Affairs Part, Singapore Jail Service Telephone: 6565-6565 Email: [email, protected] gov. sg From The Flames Into The Frying Pan By Jale Byrd The hammer and clatter you hear when you step into the hawker center at Ang Mo Kio Avenue twelve is irrefutably a dragon’s roar. Rueburn Liang’s Chia Song Deep-fried Kway Teow stall, which will he has operated for the past 13 years, is synonymous with very good food.

Also, it is the most productive stall in the busy meals centre. The setup comes complete with a portable tv and loud speakers that broadcast the latest soccer and professional fumbling matches. “Frying a good dish of Char Kway Teow is a form of art. I bang loudly within the edge of my wok to attract buyers to my own stall. The TV keeps them entertained,  booms Rueburn, as he gesticulates with his charred spatula. Noisy, vociferous and a former Ang Soon New tong/tanga (a Top secret Society in Singapore) enforcer, you will be likely to agree.

Rueburn is actually a karate experienced plastered with tattoos of flaming dragons over his massive body, which are produced conspicuous together with his well-greased light singlet. The missing previous finger in the right hand makes the man’s dark, pockmarked face much more intimidating. Nevertheless lest you get alarmed, Rueburn’s lashings are applied for on his trusty wok, where he conjures mouth-watering plates of delicious, hot and spicy and guilty Char Kway Teow. “I had to cut off my own last ring finger as a ‘settlement’ for leaving the society in 1987, and a $800 Ang Pow (a red packet containing money, is seen as a great auspicious signal by the Chinese),  this individual reveals without a drop of regret. Otherwise, ‘they’ will not leave me personally alone. Now, those days are over. Fortunately, some of those people respect me, never really produce trouble.  (A secret society member has to sever a ring finger to maintain his code of honour pay an ‘exit fee’ to leave the underground firm without fear of repercussions) With all his suspicious activities, a great inevitable clean with the legislation saw Rueburn put in jail for eight months. Rueburn broke the arm, skull and penis of a credit defaulter within a savage fight. The bone-breaking experience threw him into the ‘fire’ of Queenstown gaol, a humbling experience to get the former hoodlum. I really acquired burnt by prison ‘fire’. We were designed to kneel and live in a mini-hell. Sipeh Chor leh (Really Tough) Outside, I was a ‘terror’, but the others were hardened criminals and I seemed like a sissy when compared with them. I didn’t wish to spend my entire life strolling out and in of jail. Sio jit pai kow liow! (Getting burnt once was enough) I decided it was the right choice to keep the world and turn to a decent living. I was correct,  says Rueburn with hindsight. (The criminal slang for portion time in penitentiary is ‘tio her sio’ or getting burnt by simply fire) Rueburn, who just completed primary education, i visited a damage.

The only respectable job having been good at was cooking. His vocation being a military prepare food in the Singapore Armed Forces during his nationwide service in 1983 substantiate his culinary arts passion and served him in good stead. In the encouragement of his then girlfriend Fion (now Mrs Liang) plus some savings, he successfully put money for a hawker stall make up Chia Song 23 years ago. However , this individual learnt to master his Kway Teow baking skills only much later. “Not easy to fry a good plate. True, i think easy nevertheless I had to experiment often before I was satisfied¦now, I do believe I are getting there,  Rueburn says reasonably. Getting presently there? It’s very good already! One of the best in Singapore!  quips Elson Boey, a retired civil stalwart. “There is actually a long queue during lunchtime. I think his secret with the intensity of his fire.  Effort as it appears, Chia Tune is a work of love. The couple dedicates 12 hours a day amidst unforgiving flames to create a uniquely Singaporean masterpiece. “The fire should always be good and the leow (ingredients) has to be fresh! Timing is also extremely important, as you do not want to overcook the dish. Bah You (pork lard) must be used liberally, as it gives that special flavor.

You only live once my oh my, so live it very good! No need to become so healthy one.  Indeed, phrases of cooking and hedonistic wisdom. It can be lunchtime and an almost scandalous crowd varieties. A haze of smoking clouds the sizzling appear of stir-fried garlic as they simmer within a pool of aromatic lard. Chee Seng furiously stirs in his noodles and kway teow right into a heated wok smoldering within furious fireplace. Within occasions, arrays of delicious aromate are tossed into the fray, soaking in the thick flavour. When the abundant smell of caramelized fairly sweet sauce wafts under your nostrils, Rueburn has served one other satisfied customer.

A thieved glance around the hawker centre reveals an assortment of harried but happy personnel haphazardly slipping tantilising morsels of Deep-fried Kway Teow down all their throats. Echoing Elson’s sentiments is Rachel Tua Kang, an auditor who functions nearby. “Simply fantabulous! My personal diets hardly ever take off, this kind of temptation is too much!  When advised, Rueburn Liang brushes away his accolades as if they were burnt garlic clove bits in the flaming wok, his reddened face heats up right into a big smile as he usually takes another move of his Marlboro cigs. Ying siu nia,  (they are simply entertaining me) he jokingly retorts. It is closing coming back the active hawker and he needs a well-earned respite from the day’s backbreaking struggle with his wok and comes forth at the end of the day which has a rosy complexion, no doubt built pink by tremendous conditions he has to endure. Because Mrs. Liang cleans in the slobber knocker of a hawker stall, Rueburn takes enjoy a easygoing smoke. Rightfully, he attempts solace in the daily bottle of bitter-cold ABC stout. Gleefully, he chugs down a glass of the icy produce. Ha anordna, these days My spouse and i only battle with my wok. My life would have turned out much worse! There is no fear of having burnt today.  As he breaks in another cheerful smile, this individual bursts into a self-indulgent frivolity, as if to remind him self of his good fortune. It really is lunchtime once again, and Rueburn busies him self over a amazing hot wok. You might think a fire-breathing monster was encouraging the fire, because the fire flames turn to a ferocious green fireball. However , the monster is over a stove, controlling the fire. This individual has made the transaction of jumping from the fire in to the frying pan.