3rd Case: Jonathan Choy

Here at S&M, we don't just have big celebrity clients. We also care for the little guy. And today we showcase Jonathan Choy. After a certain blogging "incident" he was suspended/sacked from relief teaching. However, since he feels that he has a passion for teaching, we would like to clean up his image and reputation so that he can be a full time teacher in the future.

This is a summary of the facts:

He was doing relief teaching to a bunch of pri 3 students. While marking their composition, he found a few less than stellar ones and decided to post them on his blog to let his readers read it. He also said that "even scolding them has been fun".

What he did wrongly:

1) He put too much information about himself on the blog. Too traceable. He even had pictures. Too much disclosure is not a good thing. Only reveal what is necessary.

2) He didn't explain himself after all this occured. According to our sources, all he did was take down his blog and put 1 word sorry in it's place. http://www.better-thn-life.blogspot.com/

He also supposedly took down his friendster profile. If TV has taught us anything, people believe that people who go into hiding are obviously guilty.

How to fix the matter:

1) Come out and explain everything. For example the line that he said "even scolding them has been fun". Should say something along the lines of, "I understand that sometimes the kids get out of hand and have to be scolded." Have a press conference if possible. Or failing which, have an apology recorded and placed on Youtube. C.f. Edison Chen

2) Conclude by saying it was an "Honest Mistake". It's the buzz word these days. Like "-polis" and "hub". People will lap it up if you say it's an Honest Mistake.

To conclude, here's our re-enactment of how the press conference should be done.

P.s People like cake.

Second Case for "Smoke & Mirrors"

As a consequence of the recent "Toilet Break", Minister WKS's reputation has been taking a pounding with the public asking for his resignation. We at "Smoke & Mirrors" or "S&M" for short, have decided to take up his case to improve his public profile.

This is a summary of the facts: He is the Minister for Home Affairs. He said ""This should never have happened. I am sorry that it has." in Parliament.

What he did wrongly:

1) Don't apologise. Apologising is admitting guilt. He did nothing wrong. He wasn't the person who let the guy go to the toilet unattended. Also when you apologise, don't smile. Look sad and remorseful. If possible, cry c.f. Paris Hilton sentenced to prison.

2) Not reading the report clearly before making a statement. Whoever wrote his press release obviously ought to be shot. Is the guy or isn't the guy a threat? In times of crisis, use small words.

How to fix the matter:

1) Having a lot of soldiers standing around in close proximity to one another. This creates the impression of a lot of people protecting the area and increases the sense of security. People like to watch made up shows which are extravagant. C.f National Day Parade, NKF and other misc fundraisers.

2) If given an opportunity again in parliament, don't tell a joke. Cry, shed a tear. Crying wins the heart of people. Especially the older generation.

3) Be seen joining the search parties for said terrorist. It's the equivalent of kissing babies during an election year.

4) Sidenote: Learn to sing. Seriously.. It's not that hard. Do, Re, Mi... etc etc..