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香港公關及傳訊業總工會回應港府招標重建國際形象
公關非萬能 五大訴求不落實 香港永難重新出發

香港特區政府日前向公關公司招標，試圖以公關及宣傳手段挽回其國際形象，香港公關及傳訊業總工會認為港府顯然從未正視問題癥結，繼續沉醉於「被世人誤解」的平行時空中自說自話，妄想以公關手段化解危機，實為過份天真且不切實際。

港府為「香港重新出發」項目招標

政府新聞處繼2019年9月被八家國際公關公司拒絕合作後，再次於今年4月底公開招標，廣邀公關公司參與「香港重新出發」(ISD/OPRS/Tender/01/20) 的國際宣傳項目，旨在透過於國際媒體投放廣告、製作社交媒體內容及進行宣傳活動等，讓海外商人、投資者、貿易商及專業人士了解香港的經濟正在逐漸復甦，及香港作為全球金融、貿易和服務中心的獨特優勢。

招標文件指出，香港自去年開始，相繼受社會動盪及疫情打擊，嚴重影響本港經濟及形象。當中引述意見指港府於反修例事件中，未能有效地動員社會大眾支持執法行動及譴責暴徒的行為。文件亦指港府處理是次疫情的表現良好，惟社會普遍仍對政府的行動感到負面。社會動盪或會再次發生，繼續影響國際對香港的看法。

公關手段淪為幌子 無助化解政治危機

反修例運動維持將近一年，香港人對「五大訴求，缺一不可」的聲音依然清晰而洪亮，可惜港府不但繼續包庇警暴，對市民的訴求充耳不聞，甚至變本加厲以不同手段持續打壓異己。是次「香港重新出發」的招標內容亦顯示，港府認為今次的疫情處理工作可為其形象翻身，並只著眼於香港自由開放的營商環境，全無回應及處理有關政治危機的意欲。

然而，香港市民對港府顛倒是非的大話公關已愈發厭惡。香港的國際地位及形象，以至近日疫情逐漸受控的成果，均靠每一位香港人的努力。而香港的政治及社會穩定，直接影響投資及營商環境。港府漠視民意及諉過於人的態度，由反修例運動至抗疫期間從未改變，實難建立正面形象。最有效的危機管理公關工程必須承擔責任，立足事實，再與不同持份者建立良好、真誠及互信的關係，才能真正重新上路；遺憾港府未能實踐上述種種條件，公關手段只為幌子，無法令香港重拾國際形象。

國際社會持續關注 港府表現自有公論

自去年6月開始，國際社會一直密切留意香港反修例運動，大小示威活動均不乏各地外媒的報道甚至直播；加上現今極速和互動的網絡時代，每人都可以成為時事參與者及評論員，外國民眾對香港發生的事件自有判斷。單憑廣告及訪問等硬性宣傳，配以與事實不符的內容，無疑是白費納稅人的金錢，進行徒勞無功的宣傳。

最後，有關招標項目預計於本年6月底至7月初開始運作，本工會提醒各公關同業，多個反修例風波的重大事件將由今年六月開始陸續踏入一周年，而9月初更為四年一度的立法會選舉。如港府繼續維持一貫處事作風，相信短期內亦難以平息香港的內部紛爭。承辦有關項目的公關公司要在「未安內，先攘外」的情況下為港府重建國際形象，定必困難重重，本會奉勸各公關同業謹慎考慮，作出明智的決定。

HKPRU’s Statement on the Hong Kong Government’s
“Relaunch Hong Kong” Campaign: Political Spin Would Not
Revive Hong Kong, But Meeting the Five Demands Would

The Hong Kong Government (“Government”) has recently invited tenders for its “Relaunch Hong Kong” campaign (ISD/OPRS/Tender/01/20) as a desperate attempt to restore its international image through public relations and publicity efforts. Hence, the Hong Kong Public Relations and Communication Professional Union (“HKPRU”) is of the view that the Government has never genuinely looked at the crux of the matter as it continues to indulge itself in its world of make-believe that “everyone misunderstands the Hong Kong Government”. The view that Hong Kong’s deep-rooted, longstanding socio-political crisis could be defused and resolved by the means of public relations is evidently impractical and naïve.

**The Invitation of bids for the “Relaunch Hong Kong” Campaign**

Prior to this renewed invitation of bids, the quotation exercise of the Information Services Department to procure such services already failed once in September 2019 as eight global public relations companies turned down the opportunity following briefings. The renewed invitation once again invites public relations firms to participate in the “Relaunch Hong Kong” international campaign, which aims to ensure that overseas business people, investors, traders and professionals are aware of Hong Kong’s economic recovery and continued strengths and advantages as a global financial, trade and services hub.

The tender document pointed out that since last year, the social unrest and the pandemic have had a severe impact on Hong Kong’s economy as well as perceptions about Hong Kong as a secure place to live, work, invest and visit. The document further propagated the Government’s rhetoric that “the Government did not effectively present its case to defend its actions or effectively mobilise the community to support law enforcement actions and condemn behaviours of rioters”. It also presented the Government’s case that, “In the fight against COVID-19, Hong Kong has fared quite well. However, local sentiment about Government action in general remains negative, social unrest may return and ongoing geopolitical tensions may continue to impact international opinion and sentiment about Hong Kong."

*PR efforts could disguise the socio-political crisis, but they could not resolve it*

It has almost been a full year into the Anti-Extradition Bill Movement (‘Anti-ELAB’) and the Hongkongers’ vocalisation of the “Five demands, not one less” has remained strong and clear. Despite so, the Government continues to habour police brutalities, turn a deaf ear to the populace’s demands, and even to level up its suppression on dissent. The renewed invitation of bids also illustrates the Government’s perception of the pandemic as an opportunity to turn the tide in terms of its negative international perceptions, and to revitalise Hong Kong’s business environment without having to respond to and deal with the socio-political crisis.

Nonetheless, the Government’s communications tactics to confound right and wrong and to hide the truth with lies have been growing increasingly unpopular amongst the populace. Hong Kong’s international standing and image, as well as the city’s effectiveness in containing the spread of the coronavirus are fruits of the collective efforts of all Hongkongers. Hong Kong’s political and social stability underpins the investment and business environment. The Government’s routine attitude to neglect popular opinions and to shift blame away from itself has been a constant throughout the Anti-ELAB Movement and the pandemic, and such practice is prima facie detrimental to the building of its positive image. The best crisis management strategy builds upon facts and the ability to accept responsibility, which are also necessary conditions to cultivate trust and a sincere and honest rapport with various stakeholders, and this in turn paves the new way forward for Hong Kong. Regrettably, the Government never intended to nurture such conditions and rather opted for public relations ploys that could never help repair Hong Kong’s international image.

*Continuous international attention to give a fair judgement on the Government’s performance*

Ever since June 2019, the international community has kept a close eye on the Anti-ELAB Movement as evidenced by international media coverage on marches, assemblies and protests of all sizes. Since everyone in this age of instantaneous communications could become a news commentator, expatriate communities have their own judgments on the happenings in Hong Kong. Hard advertising through commercials and interviews, alongside content that contradicts facts, is merely a waste of taxpayers’ money on futile efforts.

As a final point of remarks, the aforementioned campaign is expected to start by the end of June or the start of July this year, and the HKPRU takes this opportunity to remind our fellow public relations and communications professionals of the various protest-related anniversaries from June onward, and of the Legislative Council Election scheduled for September. It is believed that with the Government’s routine approach in problem-solving, the deep-rooted socio-political crisis would not be resolved in the near future. As such, there will be heightened challenges for the contracting public relations firm of the campaign to rebuild the Government’s international image with political tensions both at home and overseas. The HKPRU thus invites our fellow professionals to carefully consider such information to reach an informed and wise decision on such matters.