Big Question - Mar08

In terms of managing its PR, what can Singapore Grand Prix do to regain public favour following its ticketing debacle?

When being part of any major event the chances of anything going wrong are even higher because like in this case the public are very aware and an outcry will start. The internet, whilst we are led to believe is a stable place to effect business, is unfortunately marred with problems of demand due to traffic and networks. The Singapore Formula One Grand Prix organisers now need to set in place communication channels for the public to speak with them. Whilst splashing full page apology broadsheet ads in local papers is commendable in this instance, can the organisers afford to do this again if something else disturbs the public as Singapore leads up to the race? A possible arena the organisers could go to is social media - it offers opportunities at manageable costs. Social media can create a community of support that would aid to deflect negative commentary should the organisers be faced with another glitch on their journey to deliver the first Singapore Formula One Grand Prix.

Andrew Peters

Regional Director Asia Pacific

The Pacific West Communications

Singapore Grand Prix is in an enviable position. Its target audiences, be it the media, partners or public, are actually pro-event - they want to participate.

The F1 organisers must now work towards reclaiming their credibility. This cannot be achieved overnight but with every successful progression, it will improve. With an already receptive audience, there are great opportunities to impress. The organisers must take advantage of this and be on top of the game every step of the way.

At present, transparency is of the utmost importance. Singapore Grand Prix must keep the communication lines open. Apologising is taking responsibility and that was a good first step. But the period of investigation is over and people are expecting answers. Do not allow speculation to rear its ugly head. Explain why the system failed and more importantly, spell out the various solutions that are now in place. It's crucial the audience recognises the organiser's ability to respond in a speedy and determined manner to put things right, for the good of the buying public.

Remember, as with all races, the start may be rocky but there's always hope for a beautiful finish.

Juliana Teo

Associate Account Director

Foreword Communications