For discussion
on 9 December 1998

EC(98-99)15

ITEM FOR ESTABLISHMENT SUBCOMMITTEE OF FINANCE COMMITTEE

HEAD 21 - CHIEF EXECUTIVE'S OFFICE
HEAD 74 - INFORMATION SERVICES DEPARTMENT
Subhead 001 Salaries

    Members are invited to recommend to Finance Committee -

  1. the creation of the following new rank and permanent post under Head 21 - Chief Executive's Office -

      1 Information Coordinator
      (D8) ($181,050)

      to be offset by the deletion of the following permanent post under Head 74 - Information Services Department -

      1 Administrative Officer Staff Grade B
      (D3) ($127,900 - $135,550)

  2. the retitling of the existing post of Deputy Press Secretary to the Chief Executive [ranked at Assistant Director of Information Services (D2)] to Deputy Information Coordinator (Media Liaison).
PROBLEM

The Government of the Hong Kong Special Administrative Region (HKSARG) needs to strengthen its communication with the media, the public and key opinion-formers, so as to further enhance the transparency and openness of the Government.

PROPOSAL

2. We propose to -

  1. create a permanent post in the new rank of Information Coordinator at D8 level in the Chief Executive's Office to coordinate the Government's media and public relations strategy, to act as Spokesperson for the Chief Executive's Office, to gauge public opinion and to liaise with key opinion-formers; to be offset by the deletion of the post of Press Secretary to the Chief Executive [ranked at Administrative Officer Staff Grade B (AOSGB)(D3)] in the Information Services Department (ISD); and

  2. re-title the existing post of Deputy Press Secretary to the Chief Executive [ranked at Assistant Director of Information Services (ADIS) (D2)] to Deputy Information Coordinator (Media Liaison).
JUSTIFICATION

3. On 13 October 1998, the Government announced the intention to create a post of Information Coordinator in the Chief Executive's Office to strengthen communication with the media and the public, to oversee the Government's media and public relations strategy and to further enhance the transparency and openness of the Government.

4. Since the establishment of the Hong Kong Special Administrative Region (HKSAR) on 1 July 1997, the Government has adopted a full range of policy initiatives to further Hong Kong's developments across a wide spectrum of policy portfolios. Prior to the handover, much of the media and public attention was focussed on issues relating to the transition. Public concern has turned to a variety of economic, social, livelihood, legal and other issues. In the light of the experience in the last one and a half years, the Government has concluded that our media and public communication must be strengthened and coordinated at a strategic level.

Overall Strategy and Pro-active Approach

5. We propose to take a pro-active approach in three directions.

  1. Firstly, the media and public relations strategy for handling the announcement on major issues and policies should be coordinated centrally. A uniform set of Government positions and lines-to-take will be developed ahead of time for deployment.

  2. Secondly, a Spokesperson system will be instituted to provide a central platform for projecting the Government's messages, conducting press sessions regularly and providing timely responses on key issues of current interest.

  3. Thirdly, aside from putting across the Government's messages, we should strengthen our liaison with the media, political parties, Members of the Legislative Council and other opinion-formers who are influential in various sectors. It is necessary for us to listen closely to public opinion and to take this into account in the process of policy formulation, so that the Government can shape its policies in a manner which accords more closely with public sentiments.
Information Coordinator and Specific Tasks

6. Policy Secretaries will continue to be responsible for presenting their proposals to the Legislative Council and for dealing with the media in respect of their policy profolios. To complement the efforts of the Policy Bureaux and to facilitate the HKSARG's overall media and public relations strategy, we propose to establish a position of Information Coordinator in the Chief Executive's Office. Specifically, he will coordinate the following tasks.

  1. Setting the Public Relations and Media Strategy
    2.

    The two Policy Addresses delivered since 1 July 1997 have outlined a comprehensive policy blueprint for shaping Hong Kong's developments in the years ahead. As we roll forward the respective policy proposals and prepare the complementary draft legislation, we will consider closely the strategy for communicating the Government's proposals fully to the media and the public. The media and public relations strategies will be worked out in parallel with the process of policy formulation and will be considered along with the respective package of proposals. The Information Coordinator will be responsible for coordinating the Government's overall public profile and will work with the relevant Policy Bureaux on the strategy for presenting major proposals and issues in public. The Information Coordinator will attend Executive Council meetings and advise, as necessary, on the media and public relations aspects of the respective issues.

  2. Feeling the Pulse and Monitoring the Trend

    1. The Information Coordinator will liaise with political parties, Members of the Legislative Council, editors and correspondents, professionals, academics and other key opinion-formers to gauge their views on the Government's performance and general issues of public interest. As leaders in their respective fields, the views of these opinion-formers on public issues can provide critical input to the Government in determining the courses of action which would be in the best interest of the HKSAR.

    2. In conjunction with relevant bureaux and departments, the results of major public opinion polls will be monitored and analysed. Significant results will be reflected to the relevant Policy Bureaux for these to be taken into account in the process of policy formulation.

  3. Delivering the Messages

    4. Background Briefings

    1. To enhance the media's appreciation of the Government's overall stance, the Information Coordinator will conduct background briefings for the media regularly. For issues of special complexity, briefings may be conducted to outline the wider implications and the scope of the problem, while the issues are being addressed and before specific proposals are formulated. The Government will gain useful feedback through these sessions. This will also lay the groundwork for securing more complete public understanding, when the policy is launched later.

    Major Announcements and Spokesperson Sessions

    1. The Chief Executive, the Chief Secretary for Administration, the Financial Secretary and the Secretary for Justice will continue to make announcements for the Government on important occasions. The Bureau Secretaries will continue to make policy statements in respect of their portfolios.

    2. To complement these efforts, the Information Coordinator will act as Chief Executive's Spokesperson by conducting regular press sessions. The Spokesperson sessions will be used to state the Government's position on matters of topical interest, to clarify specific issues and to respond to the media about any particular angles of interest. To start with, this will take place once a week, but more sessions will be conducted if necessary. The frequency will be reviewed in the light of experience.

    3. The Director of Information Services (DIS) will be the Deputy Spokesperson. He will play this role, when the Information Coordinator is not available.

  4. Managing Unforeseen Events

    5. In conjunction with the relevant Policy Bureaux, departments concerned and ISD, the Information Coordinator will coordinate the media and public relations strategy for handling major unforeseen events, so that there will be timely communication with the media and the public, and to ensure that a uniform position is taken by officials concerned.

    Chief Executive's Public Engagements Programme

    7. The Chief Executive will continue to undertake an active and regular programme of public functions including speaking engagements, overseas visits, community visits, meetings with both local and overseas editors and correspondents, and press conferences from time to time. The Information Coordinator will oversee the planning and implementation of this programme on an on-going basis for the Chief Executive.

    Role of Information Coordinator and Division of Responsibility

    8. In February 1998, various units responsible for press and public relations functions were consolidated under the ISD. This has brought about organisational and operational improvements. For example, news dissemination is now integrated between the Policy Bureaux and respective departments through the Secretariat Press Office. The proposals set out above represent a further step by the HKSARG to upgrade and strengthen the handling of media and public relations at a strategic level. Our plan is to create an information policy nucleus through the Information Coordinator to complement the efforts of Policy Bureaux and ISD. With the Information Coordinator and the DIS designated as Spokesperson and Deputy Spokesperson, the Information Coordinator's Office and ISD will function as one team. The Information Coordinator will provide strategic advice to the Government. ISD will manage the operational and implementational aspects of media and public relations services. The division of responsibility will be as follows -

    Information Coordinator

  • Public relations and media strategy and advice on HKSARG's policy issues, clearing public relations sections in Executive Council submissions

  • Conducting background briefings on key issues in conjunction with Policy Bureaux

  • Acting as Spokesperson for the Chief Executive's Office at regular press sessions

  • Responsible for media and public relations strategy in handling major unforeseen events, in conjunction with ISD Liaison with media, political parties, Legislative Council Members and key opinion-formers to gauge public opinion

  • Monitoring and analysing opinion polls on public issues in conjunction with bureaux and departments concerned

  • Planning and implementing the Chief Executive's public engagements programme
ISD

  • DIS to act as Deputy Spokesperson

  • Implementation of Government's media and public relations strategy

  • News dissemination for HKSARG and management of Government News Room

  • Management and supervision of Secretariat Press Office

  • Media research facilities and ISD library

  • Liaison with news organisations and journalist associations

  • Handling of overseas visitors programme : media, Mainland and other visitors

  • Major promotional campaigns and other promotions

  • Government publications, promotional materials and creative designs

  • Servicing of public relations promotions of Hong Kong Economic and Trade Offices

  • Liaison and joint projects with Hong Kong Trade Development Council, Hong Kong Tourist Association and other organisations

  • Management of Information Officer Grade
9. An organisational structure which outlines the relationship between the Information Coordinator and ISD is at Enclosure 1. The proposed job description of the Information Coordinator is at Enclosure 2. The current and revised job descriptions of the DIS are at Enclosures 3 and 4 respectively. Encl. 1
Encl. 2
Encl. 3 & 4

Ranking of Information Coordinator and Supporting Staff

10. Having regard to the role and scope of responsibilities of the Information Coordinator outlined in paragraphs 5 to 8 above, the strategic role he has to play in liaising with leaders in the media, political and other fields, and the fact that he will act as the Spokesperson for the Chief Executive's Office, advise Policy Bureaux on media and public relations strategy and coordinate the Government's overall public profile, we propose that this post should be ranked at D8.

11. With the establishment of the post of Information Coordinator, it will no longer be necessary to retain the post of Press Secretary to the Chief Executive (AOSGB) (D3). We propose that this post be deleted.

12. The current post of Deputy Press Secretary to the Chief Executive (ADIS) (D2) will be re-titled as Deputy Information Coordinator (Media Liaison). The current and revised job descriptions for this post are at Enclosures 5 and 6. Encls. 5&6


13. To provide the Information Coordinator with adequate support, we propose that a permanent post of Assistant Information Coordinator (Public Relations) [ranked at Senior Administrative Officer/Chief Information Officer (SAO/CIO) (MPS 45-49)] be created. This officer will assist the Information Coordinator in formulating the Government's overall media and public relations strategy, liaising with groups of opinion-formers, setting out key messages to be delivered by the Chief Executive and coordinating the preparation of speeches for Chief Executive on important occasions. The proposed job description is at Enclosure 7. This post will be created during 1999-2000 through the normal Departmental Establishment Committee machinery. We will meet the additional cost of this post through savings in ISD. The current and revised organisation charts of the Chief Executive's Office are at Enclosures 8 and 9Encl. 7
Encl. 8 & 9

FINANCIAL IMPLICATIONS

14. The additional notional annual salary cost of the proposal at MID-POINT is -

$No. of Post
LessNew permanent post2,172,6001
Permanent post deleted1,580,4001
__________
Additional cost592,2000
===========


15. The additional full annual average staff costs of the proposal, including salaries and staff on-cost, is $1,049,724.

16. In addition, the proposal will necessitate the creation of one SAO/CIO post as mentioned in paragraph 13 and one Personal Assistant (MPS 28-33) post to provide the necessary secretarial support to the Information Coordinator. The requirement of the SAO/CIO post will be fully offset by the deletion of one CIO post in ISD. The additional notional annual mid-point salary cost and full annual average staff cost of the Personal Assistant post are $508,860 and $825,384 respectively.

17. We have not included the provision in the 1998-99 Estimates to meet the cost of this proposal, which is estimated at $226,000 for the remainder of the financial year. Subject to Members' approval of the proposal, we will provide the necessary supplementary provision under delegated authority. We will include the additional provision required in the 1999-2000 draft Estimates.

BACKGROUND INFORMATION

18. A post of Information Coordinator [ranked at Administrative Officer Staff Grade B1(D4)] was established in the Chief Secretary's Office in 1989. The job description presented then to the Establishment Subcommittee is at Enclosure 10. The Information Coordinator post was re-deployed administratively to Government House in 1992. It was deleted in February 1998 and replaced by the Press Secretary to the Chief Executive. During the years preceding the handover, the various incumbents of the former Information Coordinator post focussed largely on coordinating the Government's positions and preparing lines-to-take on issues relating to the transition. Whilst they acted as spokesperson from time to time, they did not perform the role of being the Government's Spokesperson at regular press sessions, as is proposed now for the Information Coordinator of the Chief Executive's Office. The former Information Coordinator liaised regularly with media personalities, but did not carry the role of liaising with political parties and other key opinion-formers to gauge public opinion.Encl. 10

CIVIL SERVICE BUREAU COMMENTS

19. Civil Service Bureau agrees that an Information Coordinator post is required to strengthen the HKSARG's communication with the media, the public, and key opinion-formers in the community, so as to further enhance the transparency and openness of the Government. It is appropriate to pitch the new post at D8 level having regard to its wide range of responsibilities. With the establishment of the Information Coordinator post, the post of Press Secretary to the Chief Executive is no longer required and should be deleted.

ADVICE OF THE STANDING COMMITTEE ON DIRECTORATE SALARIES AND CONDITIONS OF SERVICE

20. The Standing Committee on Directorate Salaries and Conditions of Service has advised that the grading proposed for the post would be appropriate if the post were to be created.

-------------------------------------

Chief Executive's Office
December 1998

Enclosure 1 to EC(98-99)15

Enclosure 2 to EC(98-99)15

Proposed Job Description for Information Coordinator Chief Executive's Office

Rank: D8
Responsible to : Chief Executive

The Information Coordinator will be responsible for the following duties :

    Media and Public Relations Strategy

  1. formulating the media and public relations strategy for handling the announcement on major issues and policies;

  2. developing, in conjunction with the relevant Policy Bureaux, a uniform and coordinated set of Government positions and lines-to-take on such major issues ahead of time;

  3. coordinating with the relevant Policy Bureaux and departments to ensure that a uniform stance is taken in presenting the Government's position on the respective issues;

  4. attending Executive Council meetings and advising on the media and public relations aspects of relevant issues;

Spokesperson for Chief Executive and Media Liaison

  1. conducting regular press sessions, as Spokesperson for the Chief Executive, to state the Government's position on matters of topical interest, to clarify specific issues and to respond to the media on particular angles of interest;

  2. conducting background briefings for media organisations to explain the background of issues under consideration and to set out the rationale for policies adopted;

  3. coordinating the media and public relations strategy for handling major unforeseen events;

Liaison with Key Opinion-Formers

  1. strengthening the Government's liaison and communication with the media, political parties, Members of the Legislative Council and other key opinion-formers who are influential in shaping public policies;

  2. taking into account the views of these opinion-formers in formulating the Government's media and public relations strategy in respect of key policy issues;

Chief Executive's Public Engagements Programme

  1. planning and implementing an on-going programme of public functions for the Chief Executive including speaking engagements, overseas visits, community visits, meetings with editors and correspondents and press conferences;

  2. designing the messages for the Chief Executive to deliver on public occasions; and

Monitoring Public Opinion

(l) coordinating with relevant bureaux and departments to analyse public opinion polls, to assess public opinion as reflected in media reports and to reflect and significant results to departments concerned for these to be taken into account in policy formulation.

Enclosure 3 to EC(98-99)15

Current Job Description of Director of Information Services
- adopted in February 1998

The Director of Information Services is responsible for -

  1. formulating, monitoring and reviewing Government's information and public relations policies and strategies;

  2. planning and coordinating the Government's overseas information and public relations efforts and activities;

  3. monitoring the information and Public Relations support needs of all bureaux/departments and provide for their needs;

  4. conveying to the public information on Government policies, decisions, activities and services;

  5. keeping Government informed of public opinion;

  6. educating the public on major issues of concern and to create greater public awareness of civic responsibilities;

  7. serving as Government's publishing and advertising agency; and

  8. overall management of the Information Services Department and being Head of the Information Officer Grade.
Enclosure 4 to EC(98-99)15

Revised Job Description of Director of Information Services

The Director of Information Services is responsible for -
  1. acting as Deputy Spokesperson for the Chief Executive's Office;

  2. implementing, monitoring and reviewing Government's information and public relations policies and strategies;

  3. planning and coordinating the Government's overseas information and public relations efforts and activities;

  4. monitoring the information and Public Relations support needs of all bureaux/departments and provide for their needs;

  5. conveying to the public information on Government policies, decisions, activities and services;

  6. keeping Government informed of public opinion;

  7. educating the public on major issues of concern and to create greater public awareness of civic responsibilities;

  8. serving as Government's publishing and advertising agency; and

  9. overall management of the Information Services Department and being Head of the Information Officer Grade.
Enclosure 5 to EC(98-99)15

Current Job Description of
Deputy Press Secretary to the Chief Executive
(Assistant Director of Information Services)
- adopted in September 1997

Responsible to and assisting the Press Secretary in undertaking the following duties and responsibilities -
  1. to liaise with the local and international media on behalf of the Chief Executive and the Government, including responding to press questions and requests for information on the Government of the HKSAR during and after office hours, and drafting or authorising statements from Chief Executive's Office;

  2. to develop and coordinate an overall PR strategy for the Chief Executive and coordinate publicity activities for the Government of the HKSAR, consulting and/or advising the Chief Executive for matters related to broad policy issues of the Government of the HKSAR;

  3. to liaise with the Information Services Department and policy bureaux in the Government Secretariat with the object of identifying, and obtaining information on matters which are of interest to the local and international media; preparing and advising on the line to take and on appropriate publicity and PR arrangements; and

  4. to supervise the PIO and support staff in the Press Office.
Enclosure 6 to EC(98-99)15

Proposed Job Description for
Deputy Information Coordinator (Media Liaison)

Rank : Assistant Director of Information Services
Responsible to: Information Coordinator,
Chief Executive's Office

The Deputy Information Coordinator (Media Liaison) will be responsible for :

  1. developing and coordinating the public engagements programme for the Chief Executive, including community activities, media functions, interviews, background briefings and press conferences and to advise on matters with PR implications;

  2. assisting the Information Coordinator in preparing for the Spokesperson sessions with and background briefings for the media;

  3. liaising with the Information Services Department and policy bureaux in the Government Secretariat with the object of obtaining information on matters including unforeseen events which are of interest to the media and advising on the lines to take and on appropriate publicity arrangements;

  4. liaising with the local and international media and handling press enquiries and requests for information and interviews; and

  5. supervising the Principal Information Officer and other support staff in the Information Coordinator's Office.
Enclosure 7 to EC(98-99)15

Proposed Job Description for
Assistant Information Coordinator (Public Relations)

Rank : Senior Administrative Officer
or Chief Information Officer
Responsible to : Information Coordinator,
Chief Executive's Office

The Assistant Information Coordinator (Public Relations) will be responsible for assisting the Information Coordinator in :

  1. formulating the media and public relations strategy on major issues and policies;

  2. liaising with political parties, Members of the Legislative Council, academics, professionals and other opinion-formers to gather their views on public issues and to provide Policy Bureaux with relevant feedback and input;

  3. coordinating the monitoring and analysis of opinion polls and taking these into account in formulating the media and public relations strategy on relevant issues; and

  4. designing the key messages to be delivered by the Chief Executive and coordinating the preparation of speeches for the Chief Executive on important occasions.

Enclosure 10 to EC(98-99)15

Job Description for
Information Coordinator
(Administrative Officer Staff Grade B1 (D4))
- adopted in 1991

Main duties and responsibilities

The Information Coordinator in the Chief Secretary's Office will work closely with the Director of Administration. He will be responsible to the Chief Secretary for -

  1. developing and implementing an overall public relations strategy;

  2. general co-ordination of the Hong Kong Government's local and overseas information and public relations efforts, liaising with Information Services Department, Hong Kong Government overseas offices and the relevant non-government bodies (e.g. Hong Kong Trade Development Council, Hong Kong Tourist Association, Hong Kong General Chamber of Commerce etc.);

  3. liaising with policy branches in the Secretariat with the object of identifying and obtaining early warning of developments of interest to the media; preparing and advising on the line to take and on appropriate publicity arrangements, including clearance of the public relations and publicity paragraphs in Executive Council memoranda;

  4. liaison with the media on behalf of the Chief Secretary and Financial Secretary. This will include both responding to press questions and requests for information, and issuing statements from the Chief Secretary's and Financial Secretary's Offices; and

  5. day-to-day management of the Secretariat Press Office.