$9.3m budget to find out how others see us
A $9.3 million consultancy contract has been awarded to find out people's perception of Hong Kong and how to better market the SAR overseas.
Public relations firm Burson-Marsteller was given the one-year contract, beginning this month, and will conduct interviews among people locally and overseas - including in North America, Europe, Singapore and Australia.
However, one analyst criticised the contract, saying there was 'too much PR' and that an international firm could not do a better job than a local one.
A government source said: 'We believe there is a clear need to address the issue of Hong Kong's identity and its long-term strategic positioning.' The economic recovery, rapid expansion of the new economy and China's possible entry into the World Trade Organisation meant it was 'the right time to launch such a project'.
'We don't see there's a major problem with our position and perception overseas. It's only because we need a new branding with all the changes around us,' he said.
Professor Joseph Cheng Yu-shek of City University said: 'I'm not saying PR is not important. But the problem is the Government has relied too much on PR.
'I'm cynical about getting an outside consultancy. It's just a way for the Government to shift responsibility. And I doubt whether there is no local expertise available. How can foreign firms know better than local people?' he asked.
However, the source said: 'We want to have new concepts and that's why we need someone with an international outlook and experience. We have to know how other people see Hong Kong.' Professor Lau Siu-kai of the Chinese University said: 'The fact Hong Kong has for the first time commissioned a PR consultant shows the Government agrees it has a negative image overseas.
'There are a lot of factors contributing to the image of a society. It cannot be merely solved through PR strategy. How our leaders connect with people abroad and how we explain our case frankly to Western media is more important.'
