Effective Communications in the Public Sector

Transcription

1 HKUST Leadership and Public Policy Programs Effective Communications in the Public Sector June 2016 HKUST Clearwater Bay Campus

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3 COURSE OVERVIEW In formulating, implementing and evaluating policies, government officials interact regularly with policy makers, media, people from other government or non-government agencies, and the general public. Policy communication plays a key role in all stages in the policy process, and effectiveness in policy communication can have significant impact on the outcomes of policy inter ventions. This course provides par ticipants with a deep understanding of not only why people involved in policy process behave the way they do, but also how governments can improve their performance through effective communication. It will pay par ticular attention to challenges and oppor tunities brought about by digital technology.

4 TARGET AUDIENCE The programme is designed for civil servants and other public sector managers with responsibilities for developing or implementing public policy, particularly in the areas of citizen engagement, public relations, and crisis management. PROGRAM OBJECTIVES This program will help participants to: Make sense of the current complexities in policy communication. Understand the changing media landscape and complex political realities of the public policy work in HK. Engage diverse stakeholders with different needs effectively. Navigate key moral and ethical dilemmas of being a public official in an age with contested values. Understand data analytics/statistics and commission key pieces of communications/ research to help in communicating difficult or controversial policies. 4 Effective Communications in the Public Sector

5 PROGRAM FOCUS The course will cover both conceptual as well as practical knowledge in communicating public policy, including the following topics: Effective Communication and Social Changes in Hong Kong Behavioral Changes and Communication in Public Sector Effective Media Strategies for Public Sector Organizations Media, Messaging, and the Role of Emotions in Policy Communication Communication for Public Policy: Experience in Singapore Government Crisis Communication Effective Communication through Statistical Analysis Effective Advocacy and Stakeholder Engagement HKUST Leadership and Public Policy 5

6 PROGRAM RUNDOWN Classroom: Room 3003, Lee Shau Kee Business Building, Lee Shau Kee Campus 27 June (Mon) 28 June (Tue) 29 June (Wed) 30 June (Thu) Time (State of Play) (Evidence, Data and Frames) (Emotions, Interpretation and Crisis) (Stakeholders and Engagement) 08:30-09:00 Registration 09:00-10:30 Effective Communication in Public Sector: Overview and Approach LEONG Ching Social Media Analytics Marko SKORIC Understanding Public Opinion for the Purpose of Advocacy Francis L.F. LEE Micro-targeting for advocacy and campaigning LEUNG Kai-chi 10:30-11:00 Tea Break 11:00-12:30 Communicating in the Policy Process Xun WU Social impact of the Internet: How social media promotes citizen engagement Political scandals and contests for the Public Francis L.F. LEE Engaging stakeholders through social media: Opportunities and challenges Marko SKORIC Michael Che-ming CHAN 12:30-13:30 Lunch 13:30-15:00 Media, Messaging, and Emotions in Policy Communication LEONG Ching Effective Media Strategies for Public Sector Organizations: Group discussion on Issues Faced Communication for Public Policy: Singapore Experience LEONG Ching Performance Information Use and Framing Communication: Evidence on from Survey Vignette Experiments in HK Christine Yi-Hui HUANG Richard WALKER 15:00-15:30 Tea Break 15:30-17:00 Behavioral Changes and Communication: Psychology of Nudging LEONG Ching Crisis Communication: The Role of Public Relations Christine Yi-Hui HUANG The Media Landscape in Hong Kong: insights for Public Sector FU King-wa (continued) 17:30-18:30 Closing Reception 6 Effective Communications in the Public Sector

7 PROGRAM FACULTY The course will be delivered through highly interactive seminars as well as hands on experience in a creative agency. Facilitators will be experienced faculty from universities in Hong Kong, as well as the Lee Kuan Yew School of Public Policy. Prof LEONG Ching (Lead Faculty) Deputy Director (IWP) and Assistant Professor Lee Kwan Yew School of Public Policy National University of Singapore PROFILE: Public sector reform; emotions and institutional change; communication strategies; impact of communication on the implementation, narratives and third-party governance Leong Ching obtained her Phd in Public Policy from the Lee Kuan Yew School of Public Policy. She has previously worked as a newspaper and television reporter and has graduate degrees in philosophy, information technology and journalism. Her research interests include water policies, public sector reform, and communication strategies. Her current research project includes examining the impact of communication on the implementation of water policies, narratives and thirdparty governance. Her work has appeared in top policy journals such as Policy Sciences, and Global Environmental Change, as well as in newspapers such as the International Herald Tribune and China Daily. Prof Francis L.F. LEE Professor School of Journalism and Communication Chinese University of Hong Kong PROFILE: Journalism studies; Political communication; Public opinion and public discourse; Media and social movement; Changes in cultural values. Francis L. F. Lee (PhD, Stanford University, 2003) is currently Professor and Head of Graduate Division at the School of Journalism and Communication. His main research interests reside in political communication, journalism studies, public opinion analysis, and media and social movements. His most recent book is Talk Radio, the Mainstream Press, and Communication of Public Opinion in Hong Kong (Hong Kong University Press, 2014), a book that examines the historical transformation and contemporary social influence of talk radio as a medium to communicate public opinion in the city. He is the lead author of Media, Social Mobilization and Mass Protests in Post-colonial Hong Kong (with Joseph M. Chan, Routledge, 2011), a book that summarizes years of research on the development and evolution of the pro-democracy protest movement in the city since Lee is also the lead editor of Frontiers in New Media Research (with Louis Leung, Jack Qiu, and Donna Chu, Routledge, 2012) and co-editor of Media and Politics in Post-handover Hong Kong (with Joseph Chan, Routledge, 2008). His book Communication, Public Opinion, and Globalization in Urban China (with Chin-chuan Lee, Mike Yao, T.K. Chang, Fen Lin, and Fei Shen, Routledge, 2013) presents a systematic analysis of a representative survey on urban Chinese people s local and transnational social relations, national and foreign media usage, and attitudes toward other countries and the processes of globalization. HKUST Leadership and Public Policy 7

8 Prof Michael C.M. CHAN Assistant Professor School of Journalism & Communication Chinese University of Hong Kong PROFILE: New/Social media/mobile media, Intergroup communication, Mass Communication, Political Communication and Journalism Michael Chan (PhD, CUHK, 2013) is an Assistant Professor at the School of Journalism & Communication, Chinese University of Hong Kong. His research focuses on the uses and effects of new media technologies in political engagement and social movements. More recently, his work has focused on the roles of mobile and social media in mobilizing citizen collective action as well as government departments use of social media to reach stakeholders. His works have been published in such journals as New Media & Society, Journal of Computer-mediated Communication, and Cyberpsychology, Behavior and Social Networking. Dr. LEUNG Kai-chi Head, Social and Civic Engagement, Office of Student Affairs, Chinese University of Hong Kong Dr Leung Kai-chi received his Ph.D. in Geography at the University of Minnesota. His research interest includes urban studies, technology and society, Chinese diaspora, globalization and international development. Besides his academic commitment, he also shows strong interest in community participation, including various local urban contestations. He served as a guest host of a radio program on Hong Kong Commercial Radio, and is a regular contributor of HK01 and Initium Media. Dr Leung Kai-chi also teaches at the School of Journalism and Communication, CUHK. 8 Effective Communications in the Public Sector

9 Prof Christine Yi-Hui HUANG Professor School of Journalism & Communication, Chinese University of Hong Kong PROFILE: Cross-cultural communication and relationship; Chinese communication and relationship management; Public relations management, effectiveness, and value; Crisis management and crisis communication; Conflict resolution and negotiation Yi-Hui Huang is Professor of the School of Journalism and Communication at The Chinese University of Hong Kong. She received her Ph.D. in mass communication from the University of Maryland, USA. Dr. Huang s research interests include public relations management, crisis communication, conflict and negotiation, and cross-cultural communications and relationship. Her research awards include the Best Article Award in Public Relations Scholarship awarded by the National Communication Association, USA, the Distinguished Research Award given by the National Science Council, R.O.C and Top paper award given by the International Communication Association. She has served in the editorial board for Journal of Communication, Communication Theory, Public Relations Review, Journal of Public Relations Research, Asian Journal of Communication, Communication Studies, Journal of Business Ethics, and International Journal of Strategic Communication. Prof Marko SKORIC Associate Professor Department of Media and Communication City University of Hong Kong PROFILE: New Media and Social Change, Political Participation and Civic Engagement, New Technologies and Public Policy Marko M. Skoric is Associate Professor at the Department of Media and Communication. Previously, he was Assistant Professor at the Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore. He holds a Ph.D. in Communication from the University of Michigan, and a B.Sc. in Psychology from the University College London, UK. Marko s teaching and research interests are focused on new media and social change, with particular emphasis on civic and political implications of new communication technologies. Marko s research has appeared in peer-reviewed journals such as Asian Journal of Communication, Communication Monographs, CyberPsychology, Behavior & Social Networking, Computers in Human Behavior, International Journal of Public Opinion Research, Journal of Broadcasting & Electronic Media, Journal of Computer-Mediated Communication, New Media & Society, and Scientometrics. His work has been presented at numerous international conferences, including AEJMC, IAMCR, ICA, ICWSM, HICSS, NCA, and CeDEM. Dr. Skoric is a member of editorial boards of International Journal of Public Opinion Research and New Media & Society. He also chairs the International Conference for e-democracy and Open Government Asia (CeDEM Asia) and New Media and Citizenship in Asia series of International Communication Association (ICA) preconferences. His research and commentary have been featured in international news media, including The BBC, The Economist and The Washington Post, and his study on video games cited by the Supreme Court of the United States (Brown v. Entertainment Merchants Assn). HKUST Leadership and Public Policy 9

10 Prof Richard WALKER Chair Professor / Associate Dean (Research and Postgraduate Studies) City University of Hong Kong PROFILE: Public management and performance, Management reform in Asia, Experimental methods and Sustainable development Professor Walker is Chair Professor of Public Management in the Department of Public Policy and Associate Dean (Research and Postgraduate Studies) in the College of Liberal Arts and Social Sciences at City University of Hong Kong. His research interests cover innovation, publicness, organisational rules, strategic management and organizational performance in public agencies together with management reform in Asia. His policy interests are in sustainable development, and he applies questions of public management to this complex policy arena. Methodologically he has an interest in experimental research methods. Public management and policy research is brought together in the Laboratory for Public Management and Policy (LaMP), which he is Director. The LaMP focuses on answering pressing questions at the intersection of management and policy. The ISI Web of Knowledge Essential Science Indictors placed him in the top 1% of social scientists, based on total citation counts and cites per paper scores from 2010 to The Lab incorporates labs on experimental methods, integration studies and observational research. He is currently undertaking replications of prior experimental studies in public administration and working on questions of performance information use. His studies also have downstream application and he develops mobile app technologies for public management and policy. Professor Walker is the 2015 recipient of the Radin Award for Best Paper in the Journal of Public Administration Research and Theory (#1 SSCI Public Administration Journal) and the 2014 Kooiman Award for Best Paper in Public Management Review. He sits on the editorial boards of eight public administration journals. Prof Xun WU Associate Director, Institute for Public Policy Professor, Division of Social Science and Division of Environment The Hong Kong University of Science and Technology Prof Xun WU is a professor at the Division of Social Science and Division of Environment. He is also Associate Director of the Institute for Public Policy. Prof Wu is a policy scientist with a strong interest in the linkage between policy analysis and public management. Trained in engineering, economics, public administration, and policy analysis, his research seeks to make contribution to the design of effective public policies in dealing emerging policy challenges across Asian countries. His research interests include policy innovations, water resource management, health policy reform, and anti corruption, and his work has been published in top journals in his fields of study, such as Policy Sciences, Public Administration Review, Governance, Social Sciences & Medicine, and Water Resources Research. He is a co editor of the Cambridge University Press (CUP) Series in Comparative Public Policy. He has been involved extensively in consultancy and executive education. He has consulted for the World Bank, the Asian Development Bank, UNEP, International Vaccine Institute, and numerous government agencies on a variety of topics, such as infrastructure planning and development, environmental and social impact assessment, design and implementation of randomized control trials (RCTs), and Public Private Partnership. 10 Effective Communications in the Public Sector

11 Prof King-Wa FU Associate Professor Journalism and Media Studies Centre The University of Hong Kong Dr. King-wa Fu is Associate Professor at the Journalism and Media Studies Centre (JMSC), The University of Hong Kong. His research focuses on political participation and media use, computational media studies, mental health/suicide and the media, health communication, young people s Internet use, and statistics for journalism. He has a PhD from the JMSC, a MA in Social Sciences and a MPhil in Engineering from the Hong Kong University of Science and Technology. He obtained an undergraduate degree in Engineering from HKU. He was a journalist at the Hong Kong Economic Journal. His CV can be found here: HKUST Leadership and Public Policy 11

12 PROGRAM INFORMATION Date: June, :00 am - 5:00 pm Venue: HKUST Clearwater Bay Campus *Transportation will be provided to and from HKUST Clearwater Bay and Admiralty. Program Fee: HK$ 20,000 (Includes tuition, course materials, lunch, refreshments and closing reception) * Upon course completion, participants will be awarded a certificate of completion issued by HKUST. Application Deadline: 17 June 2016 Registration and Enquiries: Register at: Enquiries: T: (Ms. Christina Lai) F: E: LAPP@ust.hk 12 Effective Communications in the Public Sector

13 ABOUT LEADERSHIP AND PUBLIC POLICY EXECUTIVE EDUCATION The Hong Kong University of Science and Technology (HKUST) Leadership and Public Policy (LAPP) Executive Education Programs is designed for senior executives and those who aspire to become the next generation of leaders to better serve society. Our executive education programs consist of thematic series of small seminars to enable deep and candid discussions in an intimate setting, and are based on the combined strengths of HKUST and expertise in the region and around the world. We emphasize critical thinking, analytical frameworks, comparative and international perspectives, and evidencebased approaches to policy issues. Areas we cover range from local and global economies to social development, governance, science and technology, and leadership. We also host open forums that encourage members of the public to join in the debate. HKUST Leadership and Public Policy 13

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