Media as Friends Kirindi Chan Controller/TVRTHK 12 Nov 2012

What is media? Ears and eyes for the society Ears and eyes for the society To monitor government, powers and authorities To monitor government, powers and authorities To disseminate information To disseminate information Moral judges Moral judges Producers and Distributors of info goods Producers and Distributors of info goods

Who are they? University graduates University graduates 22 to 30 years old 22 to 30 years old Who works 2 to 3 years in batch Who works 2 to 3 years in batch Frontline operators Frontline operators Your students Your students

What they wants? New,speedy,simple, facts New,speedy,simple, facts Who dislikes Who dislikes Don’t know ， not here ， no way ， no comment Don’t know ， not here ， no way ， no comment 3 Ground rules for spokesperson 3 Ground rules for spokesperson Not to escape Not to escape Not to lie Not to lie Not to discriminate Not to discriminate

Schools News they are interested in Territory-wide events Territory-wide events Seats allocation Seats allocation Results for public exams Results for public exams New or controversial educational initiative New or controversial educational initiative Drug testing Information arouses public interest Information arouses public interest

Categories Accidents/emergency happenings Accidents/emergency happenings Conduct/disciplines issues Conduct/disciplines issues Bullying in schools Bullying in schools Injuries/corporal punishment Injuries/corporal punishment Policy disputes and Conflicts in the hierarchy （ all forms and levels ） Policy disputes and Conflicts in the hierarchy （ all forms and levels ）

Accidents/emergency happenings Food Poisoning Food Poisoning Sports meet accidents Sports meet accidents Outdoor activities Outdoor activities Campus accidents Campus accidents

Discipline/conduct/ Integrity Teaching staff/parents abuses Teaching staff/parents abuses finance ， admin ， personnel, fraud finance ， admin ， personnel, fraud Undesired romances Undesired romances Among teaching staff ， between teachers and students （ power relationship ） Among teaching staff ， between teachers and students （ power relationship ） Students’ conduct Students’ conduct anonymous complaints

Bullying in schools Gang fights Gang fights Sexual harassment Sexual harassment Uploading videos on web Uploading videos on web

Policy disputes between EDB and schools EDB and schools School organizers and schools School organizers and schools School Board and the management School Board and the management School administration and parents School administration and parents

Injuries and deaths Corporal punishment Corporal punishment Staff and students’ injuries and deaths Staff and students’ injuries and deaths suicides suicides

Responding Media Assessing the issues Assessing the issues Drafting strategies Drafting strategies Disseminating information Disseminating information

Disseminate information Constitute the message, defining the highlights Constitute the message, defining the highlights

Taking Questions Anchoring Anchoring Prepare for a set of difficult Qs Prepare for a set of difficult Qs Operation Operation

Tips Content well versed Content well versed Commanding the message Commanding the message Using facts and data Using facts and data Avoiding jargons Avoiding jargons Never say off the record Never say off the record

Presentation skills Eye contact Eye contact To be sincere To be sincere Beware of body language and speaking tone Beware of body language and speaking tone Avoid too many movements Avoid too many movements NEVER lose your temper NEVER lose your temper

Preparation Know the big picture Know the big picture Always be prepared Always be prepared Set the baseline Set the baseline Internal co-ordination and division of labour Internal co-ordination and division of labour Set up the network Set up the network Exercise judgment by common sense Exercise judgment by common sense

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Do you use the social media? Facebook Facebook Twitter Twitter Weibo 新浪微博 Weibo 新浪微博 騰訊 騰訊

If crisis comes Beyond expectation Beyond expectation Insufficient information Insufficient information No sign of cooling down No sign of cooling down Out of control Out of control Increasing concerns aroused Increasing concerns aroused Unable to define how public the incident be Unable to define how public the incident be Panic Panic

Responding Strategy Quick response ： Quick response ： Decide on the leadership, build the team Decide on the leadership, build the team Assess, respond and set the line Assess, respond and set the line Damage control ： Damage control ： To co-ordinate inside out for cooling down the issue, define who are the major stakeholders To co-ordinate inside out for cooling down the issue, define who are the major stakeholders

Aftermath and after care Short term ： Short term ： Maintain daily operation Maintain daily operation Addressing the pitfalls to improve the mechanism Addressing the pitfalls to improve the mechanism Long term ： Long term ： Enhance internal communications Enhance internal communications Rebuild network with stakeholders Rebuild network with stakeholders Regain trust Regain trust

All time answer Trust in your teaching missions Trust in your teaching missions Uphold the education values Uphold the education values

Always a good day to teach Thank you Thank you