Singapore, 8 September 2025 – APRW’s Managing Director Cho Pei Lin was featured in a recent AM O’Sullivan PR piece on the importance of advance planning in crisis management. She reflects on how today’s 24/7 news cycles, powerful social media dynamics, and rising expectations for accountability mean that even a single incident can escalate into a reputational crisis in minutes.
Cho emphasises that “clear, timely, and empathetic communication is often what determines whether an organisation preserves trust or loses it during a crisis”
She underlines three critical functions of crisis communication: stabilising trust by addressing concerns directly, demonstrating leadership through visible accountability, and enabling recovery by shaping how organisations emerge after the crisis.
Under her leadership, APRW’s philosophy aligns closely with this approach: communications should not just respond to operational issues, but actively uphold trust with all stakeholders — from employees and customers to regulators and the public.
Link to article here
About the Author
Cho Pei Lin is the Managing Director of APRW and a pioneer in introducing Litigation and Disputes PR to Singapore. She specialises in strategic communications, public affairs, litigation PR, crisis communications, and government relations, advising government agencies, multinational corporations, and non-profit organisations.