Yellow Ribbon Project

PR Assignment 1 place setting Sheet Generating icteric Ribbon offer Campaign Awareness 1. some the Organization Singapore prison house scarper Singapore Prison Services (SPS) is a division of the Singapore Police Force that concentrates on the lot and rehabilitation of prisoners who find committed social or criminal offences. The geological formation does not merely concentrate on housing and providing guidance for yard birds man they are in remand, it is too dedicated to ensure that no extract offences ensue.Thus, a major portion of their efforts in any case concentrate on providing inmates with canonic exercising skills in promises of preventing past criminal behaviour from surfacing upon their turn all over into nightclub. This indicates that the SPS provides preventive and after-care measures to maintain condition prison inmates compliance with the law as much as possible. (Source http//www. prisons. gov. sg/about_us. html) 2. About the PR SituationIn 2005, S PS operate realized that former inmates released into society confront social stigma in the form of negative globe opinions of being ex-offenders and are often denied employment or rejected by society. Such ein truthday opinions are pestilential and repressive. Seitel (1998, pp50) describes Public Opinion as the aggregate of many individual opinions on a particular issue that affects a group of muckle by forming consensus or popular attitudes and thoughts. The role of the PR practitioner then is to positively modulate an individuals attitude.As seen in the above definition, public opinions represent popular thoughts that can prove an inmates re-integration into society a daunting task. Without the means of finding acceptance or a proper means of living, many relapse back into a purport of crime, a paradox that can be resolved through a public relations ladder that aims to educate and seek acceptance. As such, the Yellow Ribbon Project as a public relations campaign in a long -term program that sought to change public perceptions of ex-offenders was launched in order to deliver a second chance.In this situation, the SPS has been providing culinary training to a group of inmates in conjunction with give Hotel (Singapore) that has culminated in a cooking competition. A renowned chef has been at helm in training them and he has marvelled at their ability to pick up skills in a short age. The intelligence serviceworthiness of this initiative begins with prison inmates partaking in a grand cooking competition not unlike the Iron Chef series.Thus, a Media release highlighting the background of the cooking competition and a gambol article in the form of a personality profile indite by an SPS Public Relations decision maker go forth be provided for the purposes of fulfilling this assignment. 3. Reasons for apply PR Communication 3. 1 Media Release It is deemed that to generate positive promotion and sensation of the bizarre cooking competition in conju nction with this courses Yellow Ribbon Project (YRP), a media release depart be sent to newspaper editors in Singapore in hope that the story perish canful be printed and generate interest and positive awareness.A media release has been described by Seitel (1998, pp175) as a document of indicate to state an organizations official position or to influence a publication to write favourably about the material discussed and progress to editors to cover a story. As readers tend to perceive news articles with to a greater extent credibility, it is hoped that the use of a media release tuition transformed into a news article will fulfil the communicative objectives of the YRP better in name of reach and credibility than using an advertisement or provision of information on the organizations website. 3. Feature Article-Personality Profile For the second converse tool, a personality profile of a former prison inmate who has found moderate success as a food pusher will be written b y an SPS Public Affairs decision maker and published in a local Singapore Newspaper, The Straits multiplication special edition that covers the YRP in October. In addition, the personality profile will also be posted on the SPS website for maximum coverage. A trait article has been described by Seitel (1998, pp203) as articles found in magazines or newspapers that are the opposite of hard news items, often light, humorous or enlightening.In this scenario, the feature article is utilized to disseminate less interesting (there is less news-worth in a story about a former convict turned cook) information in more subtle ways to break misconceptions that ex-offenders, like leopards, never change spots. The feature article is frankincense useful when less important information wishs to be conveyed to the publics of a PR campaign that nevertheless, represents a supporting communication device in meeting campaign objectives. ReferencesSeitel, FP, 1998, The Practice of Public Relations, 7th edn, Prentice-H each, NY, USA. FOR IMMEDIATE turn out (LOGO) INMATES SHOWCASE CULINARY TALENT AT FIRST-EVER YELLOW RIBBON readiness COMPETITION Singapore, September 9, 2010 Twelve inmates pit their culinary skills against one other in the Yellow Ribbon Cooking Competition held in Changi Prison Cluster A today. This milestone activity is the first in a series of Yellow Ribbon Project activities in 2007, unionized by the Community Action for the Rehabilitation of Ex-Offenders (CARE) Network.The cooking competition was jointly organised by gift Hotel. Chef de Cuisine Jean- brandles Dubois from the hotels French fine-dining restaurant Raffles Grill was one of the judges at todays finals and was also heavily involved in preparing the inmates for the competition. This cooking competition simulates the kitchen environment and challenges faced by professional chefs. Participants were required to produce an original Western-style dish at adjudicatet a strict three-hour limit usi ng predetermined ingredients and equipment. The participants showed promise and a genuine eagerness to learn, and this experience has been rewarding as I claim been able to see the improvements they amaze been able to make, said Chef Dubois. To prepare participants for the competition, Chef Dubois visited the institutions quint times and provided video instruction to introduce the ingredients and cooking methods to the inmates. The participation of inmates in this competition further reaffirms their determination to contribute to their families and society. Were proud 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 in their rehabilitation and reintegration, said Mr. Desmond Chin, Chairman, Yellow Ribbon Project Organising Committee. Winning recipes will also be recreated at a special reunion dejeuner, A Tribute of Love, to be held in three d ays time for winners and their family instalments. Raffles Hotel will also feature the best dish on a Raffles menu, making it available to her patrons and guests. *ENDS* About Yellow Ribbon ProjectThe Yellow Ribbon Project is a nation-wide campaign to raise the awareness of Singaporeans about the need of inmates, ex-offenders and their families for societal acceptance. For more information, please contact Jale Byrd, Executive Public Affairs Branch, Singapore Prison Service Telephone 6565-6565 telecommunicate emailprotected gov. sg From The Fire Into The Frying Pan By Jale Byrd The bang and clatter you hear when you step into the hawker focalise at Ang Mo Kio Avenue 10 is undeniably a poufons roar. Rueburn Liangs Chia Song fried Kway Teow stall, which he has operated for the past 13 years, is synonymous with good food.It is also the most prolific stall at the busy food centre. The setup comes substitute with a portable television and loud speakers that broadcast the latest socc er and professional wrestling matches. Frying a good plate of Char Kway Teow is an art. I bang loudly on the edge of my wok to attract customers to my stall. The TV keeps them entertained, booms Rueburn, as he gesticulates with his charred spatula. Loud, vociferous and a former Ang Soon Tong (a dark Society in Singapore) enforcer, you will be inclined to agree.Rueburn is a karate bright plastered with tattoos of flaming potassium bitartrates over his massive frame, which are made manifest with his well-greased white singlet. The missing last finger on his right dig makes the mans dark, pockmarked face even more intimidating. just lest you get alarmed, Rueburns lashings are taken out on his trusty wok, where he conjures mouth-watering plates of delicious, sp frosty and sinful Char Kway Teow. I had to chop off my last finger as a solving for leaving the society in 1987, and a $800 Ang Pow (a red packet containing money, is seen as an auspicious sign by the Chinese), he reveals without a bakshis of regret. Otherwise, they will never leave me alone. Now, those days are over. Luckily, some of those people respect me, never really give me trouble. (A secret society member has to sever a finger to maintain his code of honour and compensation an exit fee to leave the chthonianground organization without alarm of repercussions) With all his dubious activities, an inevitable brush with the law saw Rueburn put behind bars for nine months. Rueburn broke the arm, skull and penis of a credit defaulter in a savage fight. The bone-breaking experience threw him into the chivy of Queenstown gaol, a change experience for the former gangster. I really got burn down by the prison combustion. We were made 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 compared to them. I didnt deprivation to spend my life strolling in and out of jail. Sio jit pai kow liow ( Getting burnt once was enough) I decided it was good for me to leave the society and turn to a decent living. I was right, says Rueburn with hindsight. (The criminal earn for serving time in prison is tio her sio or getting burnt by fire) Rueburn, who simply completed primary education, was at a loss.The however decent job he was good at was cooking. His vocation as a military cook in the Singapore Armed Forces during his matter service in 1983 cemented his culinary passion and served him in good stead. At the encouragement of his then girlfriend Fion (now Mrs Liang) and some savings, he successfully supply ship for a hawker stall and set up Chia Song in 1988. However, he learnt to perfect his Kway Teow frying skills only much later. Not weak to fry a good plate. True, it looks easy but I had to taste many times before I was satisfiednow, I presuppose I am getting there, Rueburn says modestly. Getting there? Its very good already One of the best in Singapore quips Elson Boe y, a retired civil servant. There is always a long queue during lunch time. I think his secret is in the intensity of his fire. Hard work as it seems, Chia Song is a labour of love. The couple dedicates 12 hours a day amidst unforgiving flames to create a uniquely Singaporean masterpiece. The fire must always be strong and the leow (ingredients) must be saucily Timing is also very important, as you do not want to overcook the dish. Bah You (pork lard) must be used liberally, as it gives that special taste.You only live once ah, so live it good No need to be so healthy one. Indeed, words of culinary and hedonistic wisdom. It is lunch period and an almost scandalous crowd forms. A haze of smoke clouds the blistering sound of stir-fried garlic as they simmer in a pocket billiards of aromatic lard. Chee Seng furiously stirs in his noodles and kway teow into a heated wok smoldering under a furious fire. Within moments, arrays of delicious condiments are thrown into the fray, drenc hing in the thick flavour. When the rich smell of caramelized sweet sauce wafts under your nostrils, Rueburn has served another satisfied customer.A stolen glance around the hawker centre reveals an assortment of harried but happy workers haphazardly sliding tantilising morsels of hot up Kway Teow down their throats. Echoing Elsons sentiments is Rachel Tua Kang, an auditor who works nearby. Simply first-class My diets never take off, this temptation is too much When told, Rueburn Liang brushes off his accolades as if they were burnt garlic bits on his flaming wok, his reddened face warms up into a big grin as he takes another drag of his Marlboro cigarettes. Ying siu nia, (they are just entertaining me) he jokingly retorts. It is closing time for the busy hawker and he takes a well-earned respite from the days backbreaking battle with his wok and emerges at the end of the day with a crimson complexion, no doubt made pink by the tremendous temperatures he has to endure. As Mrs. L iang cleans up the slobber knocker of a hawker stall, Rueburn takes whoop it up in a leisurely smoke. Rightfully, he seeks solace in his day by day bottle of bitter-cold ABC stout. Gleefully, he chugs down a glass of the icy brew. Ha ha, these days I only fight with my wok. My life could have turned out much worse There is no fear of getting burnt now. As he breaks into another cheerful smile, he bursts into a self-indulgent laughter, as if to remind himself of his good fortune. It is lunchtime again, and Rueburn busies himself over a brilliant hot wok. You might think a fire-breathing calculus was fueling the fire, as the flames turn to a ferocious blue fireball. However, the dragon is above the stove, controlling the fire. He has made the transaction of jumping from the fire into the frying pan.