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PR should design the message to fit the spokesperson's character

出自香港新聞網 - 樹仁新傳系學生實習習作

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reporter:Wong Chung Yan

Henry Tang’s affair has been a hot topic recently. His PR group seemed unprepared for his explanation. Esme Lau, Public Affairs Manager (Media & Community), Power Assets Holdings Ltd, gave a talk at Shue Yan University yesterday. She was asked how she viewed Henry’s explanation.

Being asked how she felt about Henry’s story, Esme tried to avoid answering the question. She simply said “As a citizen, I accept his excuse.” She did not use her profession to answer it and tried to put the question away. Professor Leung was angry about Henry’s explanation and went in front the mic to express his feeling. He said, “I don’t think he gets the ability to be our next executive and I really think he should quit.”

Match with the spokesperson

“When we design the message that the spokesperson is going to say, we always try to know how he or she views the crisis,” Esme added. It was hard for the spokesperson to deliver the message realistically if he did not believe the message, or the message content did not fit his/her character. It’s bad to lie to the media as they were so smart to unmask it.
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