Honesty is the best make-up for crisis

出自香港新聞網 - 樹仁新傳系學生實習習作

055135 Ting Pui 4/3/2008

Honesty is the best make-up for crisis

Frankie Yip is the manager of the public affairs manager of the Jockey Club and once a reporter for 16 years specifically running for political news. He shared his senior experience to deal with crisis management on the Shue Yan Weekly Seminar.

“Spin Doctor”

Yip said, “spin doctor” is the skill management prevalent in industry of PR. He took the lately hit topic, the celebrity sex-photos scandal, as an example, to say it was impossible for one of the victim Gillian to think of what she should say on the press conference by just herself. All she said must be by PR and a good PR should act like a “spin doctor” to put the most suitable “make-up” on her face, and that he didn’t think Gillian had put the right make-up on.

Deal by honesty

Yip said the right and most appropriate make-up to deal with whichever kind of crisis is “honesty”. He added, but before confessing to anything, repack first. He recommended skills like “turning public eyes into other issues” or “self-detonation” are good for repacking. He said that among avalanches of criticisms about our government that flew in the society, what the government is waiting to deal with is the budget plan. As officials knew well that after the whole of budget plan is announced, all public eyes would only be on the issue and not anymore on the others.