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SCMP, April 15, 2003

By Louisa Yan

The Hong Kong government is looking at ways to polish the city's tarnished image.

It believes it has received too much negative publicity since the handover.

In the wake of declining interest from overseas media, the government has conducted research on the city's post-handover image.

The Institute of China and Global Development at Hong Kong University has been researching the issue for six months after being commissioned by the Central Policy Unit.

The unit has dismissed a suggestion that the research is connected to recent crises.

But a source close to the study said the government wanted to know why there had been little coverage of Hong Kong in the international media since the handover and why most of the coverage was negative.

A preliminary media-tracking study found coverage of problems such as the bird flu might already have tarnished the city's image.

Public and Social Administration professor Joseph Cheng Yu-shek, of City University, said: 'During the bad times, it is understandable why officials are so sensitive and defensive about negative reports. The research should be an objective assessment for the government.'

Christine Loh Kung-wai, chief executive of the Civil Exchange think-tank, said it was time the government used research to define clear external policies.

'We have a lot of external relations with other countries.

'But Hong Kong has not spent sufficient time to think about or to capitalise on external affairs,' she said.

'The research should be a guideline to the government on many of its policies. The implications of it should not be just on how to polish our image.'

Government efforts to boost the city's image can be traced back to a worldwide 'Brand Hong Kong' campaign two years ago. It was hoped a controversial dragon logo and the slogan 'Asia's World City' would re-position the city as a grand meeting place of east and west.

The branding exercise cost taxpayers $9 million and initially met with criticism.

But political commentator and public relations expert Andy Ho On-tak says the government is now faced with a different mission.

'Doing research is a good way to understand what has gone wrong,' he said. 'It's not only about selling Hong Kong to foreigners. It's also about selling it to Hong Kong people. Not even the locals are happy with Hong Kong's image.

'The situation now is like the emperor's new clothes.

'Unless there is a kid around Mr Tung daring to shout out loud the fact that things are not functioning, Mr Tung would be making a fool of himself walking around town naked. Maybe a new government is the only way to save the city.'

Glossary

tarnished (adj) having become less valued or respected

in the wake of (phrase) following Example: If a replacement of similar quality was not brought in, the loss of Beckham would be likely to trigger a massive backlash among the fans, particularly if, as seems likely, it came in the wake of the Spanish side knocking the Red Devils out of the Champions League. (SCMP, April 14, 2003)

to dismiss (v) to deny an accusation

or suggestion

defensive (adj) sensitive to criticism

implication (n) something that is suggested indirectly

Discussion points

- In your opinion, what should top the government's priority list?

- Would it be effective and efficient to implement any image campaigns when the threat of Sars has not yet passed? Why?

- Do we need a public-relations campaign for local residents too? What should be the theme of such a campaign?

E-mail: yp@scmp.com



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