WHEN INDONESIA'S generals wanted to improve their international image after the 1991 graveyard massacre in the East Timor capital of Dili, they turned to a public relations company. Burson Marsteller was Jakarta's choice. It was also the firm chosen by oil giant Exxon to deal with the Exxon Valdez disaster which polluted Alaska's waters. Union Carbide turned to it when thousands were killed by leaking chemicals at Bhopal, India. When leading tobacco manufacturers set up a taskforce which infiltrated a study group on passive smoking by a cancer research body and sought to counter its findings in the media, it was advised by Burson Marsteller.
The Hong Kong Government has now handed a one-year contract worth US$1.2 million (about HK$9.36 million) to the world's largest PR company in a bid to learn more about international perceptions of the SAR and come up with proposals to improve its image. The firm's involvement in such campaigns as those run by the Suharto government and Exxon after its damaging oil spill was not highlighted in its presentation to the SAR Government.
The Government's Information Co-ordinator, Stephen Lam Sui-lung, said: 'We did not consider those aspects of their previous experience.' Officials instead concentrated on the firm's international track record in marketing. The firm's presentation emphasised its work for the South Korean Finance Ministry in seeking to persuade the international community that Seoul was committed to economic reform.
Tung Chee-hwa's Government might not yet require crisis management despite the recent spate of protests. But it is worried about the damage its reputation abroad has suffered since the handover.
The plan to develop an international PR strategy is coming under fire from academics and legislators as a waste of money given the administration's large publicity machine. It is also being dismissed as an illustration of Mr Tung's muddled approach to running Hong Kong, which puts good PR ahead of effective policy making.
Perhaps it was not surprising that Burson Marsteller was chosen ahead of the six other firms which pitched for the job. It helped Mr Tung during his bid for the Chief Executive's post. Mr Tung was closely involved with this decision to attempt to boost Hong Kong's international image. It was recommended by the Commission on Strategic Development that he appointed and which handed down its findings in February.
Within Burson Marsteller there exists a 'public affairs' department that handles government and non-governmental organisation clients. The company has a reputation not only for crisis management, but for helping countries and cities in what it prefers to call 'perception management'.