Opinion | Leung's media man must get to grips with realities of job

Andrew Fung Wai-kwong starts a new chapter of his career as Chief Executive Leung Chung-ying's "media man" today. In the coming years, as the Chief Executive Office's information co-ordinator, he will spend hours of "face time" with Leung on the government's media operation.

Fung, a founding member of the Democratic Party and a public relations consultant, must have expected his appointment would prompt doubts and attacks. His former fellow members of the pan-democratic camp see him as a "traitor", while some others question his lack of media experience.

But there may never be a "perfect" candidate for a position like this. Before concluding whether Fung can master the job or not, the major issue is what kind of person the chief executive needs.

The city's first chief executive Tung Chee-hwa used his information co-ordinator more like a government spokesperson, while previous leader Donald Tsang Yam-kuen's co-ordinator was dubbed a "spin doctor" whose main job was to help build up Tsang's image. Unfortunately, neither met with much success.

According to those familiar with the Chief Executive's Office, it is thought what Leung needs urgently is not a spokesman or a spin doctor, but someone who believes his policies are good and shares his vision to work out a comprehensive publicity or media policy, before, during and after the implementation of major policies.

Leung is still fighting an uphill battle to win more support from both the public and civil servants, and his policies need better explanation. Coping with a critical media is not all the job is about.