|
The Information Services Department (ISD) serves as the Government's
public relations consultant, news agency, publisher and advertising agent.
It provides the link between the Administration and the media and, through
the latter, enhances public understanding of government policies, decisions
and activities.
The department is organised into five divisions: Local
Public Relations, Publicity, Overseas Public Relations, Visits and Promotions
Outside Hong Kong, and Administration. At year-end, it had a staff of
509, of whom 317 were Information Grade officers. A significant number
of these information officers — 187 — operated outside ISD
headquarters to provide information, publicity and public relations services
to policy bureaux and their departments.
The ISD has been implementing progressively an information
system to improve the quality of its services through computer links.
It issues press releases to news organisations through the computerised
Government News Information System and to the public through the Government
Information Centre (GIC) (http://www.gov.hk),
the Government's Internet home page. The GIC also provides links to more
than 150 home pages of government agencies and related organisations.
The Digital Photo System allows news organisations to search online and
download government photographs round-the-clock.
All major government press conferences and briefings
— in particular those given by the Chief Executive, the Chief Secretary
for Administration and the Financial Secretary — are webcast live
on the Internet, and the proceedings kept for reference in a video archive
that is accessible through the GIC. Major events such as the annual Policy
Address by the Chief Executive and the Budget Speech by the Financial
Secretary are also webcast live, and can be heard in Chinese or English.
Dissemination of government news is strengthened by way of a government
electronic bulletin (http://www.news.gov.hk).
The division oversees the work of Information Grade
officers seconded to various government bureaux and departments. It identifies
and monitors controversies and advises these officers in helping their
client bureaux and departments to formulate and develop public relations
strategies. It also coordinates the officers' work regarding complex issues
to ensure consistency. It has responsibility for the overall management
of Information Grade officers in the units and ensures effective deployment
and utilisation of staff resources.
While some Information Grade officers serve as Press
Secretaries to Directors of Bureaux, most are seconded to 36 information
units operating in government bureaux and departments. These units work
closely with ISD headquarters on information, public relations and publicity
aspects concerning the work of their bureaux or departments. They play
a major role in maintaining the flow of information and helping to improve
relations with the public.
The News Subdivision maintains direct contact with
the media on a 24-hour basis. It disseminates government information to
60 newspapers, news agencies, television and radio stations, and other
organisations. The subdivision processes press releases in Chinese and
English and dispatches them to media organisations through a computerised
broadcast system. These press releases are automatically uploaded to the
GIC within a few minutes to give the public direct access. News photographs
are issued to media organisations through the online Digital Photo System.
The subdivision operates a 24-hour press enquiry service. During typhoons,
severe rainstorms or any other emergency, extra teams of officers working
in shifts operate a Combined Information Centre to disseminate the latest
information on the situation to the media and the public.
The Media Research Subdivision keeps the Government
fully informed of public opinion as expressed in the news media. It produces
daily reports summarising news and editorial comments in the Chinese and
English press as well as on radio and television. It also produces special
reports on subjects of interest to the Government.
The Publicity Division is responsible for publicity
campaigns, government publications and advertising, and much of the Government's
creative design and photographic work. The larger campaigns conducted
or supported by the division during the year covered a wide range of subjects:
from Brand Hong Kong, Fire Safety, Fight Crime, Anti-drug, Road Safety
and New ID Card to Prevention of SARS and Dengue Fever, Voter Registration
and District Council Election.
The division handles about 5 000 separate
titles and produces a wide variety of government publications, including
the Hong Kong Annual Report and its Internet version. A large number of
free publications such as booklets, leaflets, fact sheets, brochures,
posters and government forms are distributed by the division each year.
Associated with this output, the division in 2003 sold some 715
220 copies of books and miscellaneous printed items through its
sales outlet and online bookstore. The online 'Government Bookstore',
developed under the Electronic Service Delivery Scheme, became operational
in November 2001. Photographs are also sold by the division. Turnover
from all sales amounted to $17.2 million in 2003.
The division advises on and helps develop and implement
the Government's overseas public relations and communications strategy.
It works closely with the Government's Economic and Trade Offices (ETOs)
to monitor and promote Hong Kong's image overseas, and runs a programme
under which journalists are invited to visit Hong Kong to gain a better
understanding of the SAR. The division provides services to 95 locally
based foreign media organisations and assists visiting journalists seeking
information or interviews. It also coordinates the production of promotional
material on Hong Kong for distribution world-wide.
The division is connected to the ETOs and the HKSAR
Government Office in Beijing through a video conferencing system. It arranges
for senior government officials to give briefings on major policy initiatives
and issues of current interest to the heads of these offices and their
interlocutors such as think tank members, analysts, academics and professionals.
The Editorial Production team drafts speeches for
senior government officials, in particular the Chief Executive, the Chief
Secretary for Administration and the Financial Secretary. It also provides
English and Chinese writing and editing services for government offices
for material ranging from feature articles and letters to the editor to
advertising copy and TV/radio scripts.
The Brand Management Unit is responsible for Brand
Hong Kong, the visual identity of the HKSAR. The brand provides a platform
for promoting Hong Kong as Asia's world city. This is done through activities
organised in conjunction with government departments and the private sector
for international audiences overseas and in Hong Kong. The programme serves
to showcase Hong Kong's assets as a world-class city and its attractions
for visitors and the business community.
The Visits and Promotions Outside Hong Kong Division
promotes a favourable image of Hong Kong abroad through the efforts of
three subdivisions: Incoming Visits Subdivision, International Visits
and Conferences Subdivision and International Promotions Subdivision.
The Incoming Visits Subdivision runs the department's
sponsored VIP visitors programme, which targets opinion-formers and decision-makers
for visits as guests of the Government, with a view to enhancing their
understanding of Hong Kong. The subdivision also arranges visit programmes
for other, non-sponsored VIPs coming to Hong Kong on private visits.
The International Visits and Conferences Subdivision
runs an Overseas Speakers Programme with the aim of reinforcing foreign
investors' confidence in Hong Kong and promoting Hong Kong as Asia's world
city. Arrangements are made for senior government officials and prominent
local personalities to address targeted audiences abroad. The subdivision
also assists bureaux and departments in identifying suitable international
conferences that could be hosted in Hong Kong.
The International Promotions Subdivision organises
major promotional activities outside Hong Kong, covering principal cities
in target countries. The promotions employ a multi-faceted approach comprising
high-level business conferences, keynote addresses, political calls, tourism
promotions as well as social, networking and cultural events.
During the SARS outbreak, the ISD played a key role
in the Government's campaign to raise the public's awareness of the disease
and how to guard against infection.
The Publicity Division produced a wide range of multimedia
materials which included leaflets, posters, signage, and radio and TV
Announcements in the Public Interest (APIs). Advertisements were placed
in newspapers and health messages were displayed on public transport and
at outdoors areas frequented by the public.
Altogether, 21.5 million leaflets were published in
a total of nine languages (including Chinese and English) to ensure the
anti-SARS advice reached all sectors of the community. The seven foreign
languages were Filipino, Indonesian, Japanese, Nepali, Sinhalese, Thai
and Urdu. The radio and TV announcements were also broadcast in different
languages by arrangement with the consuls general or honorary consul of
the countries concerned.
In addition, leaflets giving information on SARS were
provided to visitors on arrival at the airport. These leaflets were published
in Filipino, Hindi, Indonesian, Japanese, Korean, Malay and Thai for visitors
from Asia and in Dutch, French, German and Italian for visitors from Europe.
By the end of March, six TV and five radio APIs had
been given saturation airtime to convey SARS-related messages. During
the course of the outbreak, 17 TV APIs and 20 radio APIs were broadcast
over 12 000 minutes of TV airtime and 16 000 minutes of radio
airtime. Altogether, 158 000 posters were produced, and these
were displayed at prominent locations throughout Hong Kong.
The Internet proved a direct and effective means to
disseminate SARS-related information to the public. A dedicated website
launched in mid-March contained all press releases, updates and public
health information released during the outbreak. Press releases and updates
for public viewing were carried on the Government's home page and its
dedicated news website.
In addition, the department produced a bilingual daily
SARS Bulletin between April and June to convey key messages in
a consistent and coordinated manner. The bulletin was sent electronically
to chambers of commerce, consulates, business organisations, the tourism
sector, and the transport and logistics sector.
The bulletin provided a ready source of factual information
to update interlocutors, local and overseas stakeholders and overseas
contacts and media on measures being taken in Hong Kong to contain the
spread of the disease and, later, to relaunch Hong Kong economically. |
