MediaMedia as as FriendsFriends

Kirindi ChanKirindi Chan

Controller/TVController/TV

RTHKRTHK

12 Nov 201212 Nov 2012

What is media?What is media?

Ears and eyes for the societyEars and eyes for the society To monitor government, powers To monitor government, powers

and authoritiesand authorities To disseminate informationTo disseminate information Moral judgesMoral judges

Producers and Distributors of Producers and Distributors of info goodsinfo goods

Who are they?Who are they?

University graduatesUniversity graduates 22 to 30 years old22 to 30 years old Who works 2 to 3 years in Who works 2 to 3 years in

batchbatch Frontline operatorsFrontline operators Your studentsYour students

What they wants?What they wants?

New,speedy,simple, factsNew,speedy,simple, facts Who dislikesWho dislikes

Don’t knowDon’t know ，， not herenot here ，， no no wayway ，， no commentno comment

3 Ground rules for 3 Ground rules for spokespersonspokesperson Not to escapeNot to escape Not to lieNot to lie Not to discriminateNot to discriminate

Schools News they are Schools News they are interested ininterested in

Territory-wide eventsTerritory-wide events Seats allocationSeats allocation Results for public examsResults for public exams

New or controversial New or controversial educational initiativeeducational initiative

Drug testingDrug testing Information arouses public Information arouses public

interestinterest

CategoriesCategories

Accidents/emergency Accidents/emergency happeningshappenings

Conduct/disciplines issuesConduct/disciplines issues Bullying in schoolsBullying in schools Injuries/corporal punishmentInjuries/corporal punishment Policy disputes and Conflicts in Policy disputes and Conflicts in

the hierarchy the hierarchy （（ all forms and all forms and levelslevels））

Accidents/emergency Accidents/emergency happeningshappenings

Food PoisoningFood Poisoning Sports meet accidentsSports meet accidents Outdoor activitiesOutdoor activities Campus accidentsCampus accidents

Discipline/conduct/Discipline/conduct/IntegrityIntegrity

Teaching staff/parents abusesTeaching staff/parents abuses financefinance ，， adminadmin ，， personnel , personnel ,

fraudfraud Undesired romancesUndesired romances

Among teaching staffAmong teaching staff ，， between between teachers and studentsteachers and students （（ power power relationshiprelationship））

Students’ conductStudents’ conductanonymous complaints anonymous complaints

Bullying in schoolsBullying in schools

Gang fightsGang fights Sexual harassmentSexual harassment Uploading videos on webUploading videos on web

Policy disputes Policy disputes betweenbetween

EDB and schoolsEDB and schools School organizers and schoolsSchool organizers and schools School Board and the School Board and the

managementmanagement School administration and School administration and

parentsparents

Injuries and deathsInjuries and deaths

Corporal punishmentCorporal punishment Staff and students’ injuries Staff and students’ injuries

and deathsand deaths suicidessuicides

Responding MediaResponding Media

Assessing the issuesAssessing the issues Drafting strategiesDrafting strategies Disseminating informationDisseminating information

Disseminate Disseminate informationinformation

Constitute the message, Constitute the message, defining the highlightsdefining the highlights

Taking QuestionsTaking Questions

AnchoringAnchoring Prepare for a set of difficult QsPrepare for a set of difficult Qs OperationOperation

Tips Tips

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

Presentation skillsPresentation skills

Eye contactEye contact To be sincere To be sincere Beware of body language and Beware of body language and

speaking tonespeaking tone Avoid too many movementsAvoid too many movements NEVER lose your temperNEVER lose your temper

PreparationPreparation

Know the big pictureKnow the big picture Always be preparedAlways be prepared Set the baselineSet the baseline Internal co-ordination and Internal co-ordination and

division of labourdivision of labour Set up the networkSet up the network Exercise judgment by common Exercise judgment by common

sensesense

Do you know these web Do you know these web forum?forum?

http://www1.discuss.com.hk 香港討論香港討論區區

http://www.uwants.com http://forum.hkgolden.com 高登討論區高登討論區 http://www.baby-kingdom.com/forum

.php親子王國親子王國

http://10.tianya.cn 天涯社區天涯社區

Do you use the social Do you use the social media?media?

FacebookFacebook TwitterTwitter Weibo Weibo 新浪微博新浪微博 騰訊騰訊

If crisis comesIf crisis comes

Beyond expectationBeyond expectation Insufficient informationInsufficient information No sign of cooling downNo sign of cooling down Out of controlOut of control Increasing concerns arousedIncreasing concerns aroused Unable to define how public the Unable to define how public the

incident beincident be PanicPanic

Responding StrategyResponding Strategy

Quick responseQuick response ：： Decide on the leadership, build Decide on the leadership, build

the teamthe team Assess, respond and set the lineAssess, respond and set the line

Damage controlDamage control ：： To co-ordinate inside out for To co-ordinate inside out for

cooling down the issue, define cooling down the issue, define who are the major stakeholderswho are the major stakeholders

Aftermath and after Aftermath and after carecare

Short termShort term ：： Maintain daily operationMaintain daily operation Addressing the pitfalls to Addressing the pitfalls to

improve the mechanismimprove the mechanism Long termLong term ：：

Enhance internal communicationsEnhance internal communications Rebuild network with Rebuild network with

stakeholdersstakeholders Regain trust Regain trust

All time answerAll time answer

Trust in your teaching Trust in your teaching missionsmissions

Uphold the education Uphold the education valuesvalues

Always a good Always a good day to teachday to teach

Thank youThank you