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Spin Doctor: Honesty is the best policy in managing crisis
出自香港新聞網 - 樹仁新傳系學生實習習作
An experienced public relations practitioner stressed the importance of Spin Doctor in Hong Kong in dealing different crisis. He said a spin doctor must be honest in crisis management and it is always the best policy to turn the crisis into opportunity.
Frankie Yip, Public Affairs Manager (External Relations) of The Hong Kong Jockey Club, emphasized that honesty is the best way to cope with a crisis, instead of telling lies. He stated, “Another lie needs to be told in order to cover the previous one",stressing that honesty is the most important criteria in managing crisis. He also pointed out that Gary Cheng, an ex-legislator, told lies when he was facing a scandal in 2001. However, after more evidences had been shown, he could not defend anymore. He also said that it is difficult to a spin doctor to turn a crisis into opportunity when reporters got evidence in their hands.
When the government faces a scandal, Yip stated that a spin doctor is responsible to link the community and politicians up in order to maintain the legitimacy of the governance and minimize the effects. To make the policy accepted by the public, Yip believed that a spin doctor should have a good sense in decision-making as he is the key persons to give advice and persuasion to policy makers.
