Being one of the key speakers at a seminar on "Public Communication Skills", Mr Cheung pointed out that the primary objective of the public relations strategy implemented by any police force in the world was to achieve public support. The Force's strategy for this end was penetrating into the community, building up mutual trust and forging partnerships with the organisations and bodies within the community, so as to enable police work to be carried out effectively, maintain public confidence in the Force, and project the Force's image.

To penetrate into the community, the Force disseminated information through the media in the hope that the public would understand more about police work. "Establishing communication and mutual trust with the media could ensure that they would reflect police work impartially, and win their support and understanding," he noted.

Mr Cheung described the community and media as "two big pillars" of police public relations. He pointed out that the police, community and media are all maintaining good relations "on the basis of mutual respect and mutual understanding".

In Hong Kong, he continued, the Force had been doing its best to accommodate the needs of media workers and provide them with timely and accurate information, as long as it was within the law.

"The Hong Kong Police are monitored by the media; good and bad reports would directly affect its public image. Favourable reports would, of course, be welcome, but the Force would look into unfavourable reports and endeavour to make improvements.

"Moreover, we meet with media representatives regularly to listen to their aspirations and maintain liaison. We've a News Room, which operates 24 hours a day and receives around 900 enquiries a day. Disseminating information through the media is one of our channels to enhance relations with the community. Our OffBeat, a fortnightly newsletter, and Police Magazine, jointly produced by RTHK and PPRB's TV & Films Liaison Section, are effective publicity channels," said Mr Cheung.

Mr Cheung's talk also covered the roles and structure of PPRB and Police Community Relations Offices.

In conclusion, Mr Cheung stressed: "Our aim is to strike a balance between the public's right to information and sensitive privacy issues and operations!"

Effective communication skills

Force Training Officer Louis Chung Koon-ying of the Learning Development Support Centre, was another speaker at the seminar, sharing with peers of the Macao Judiciary Police the essence of effective communication skills.

He discussed with the participants the concepts and misconceptions of communication, as well as the strengths and limitations of different communication styles. Through games, he drew the participants' attention to the barriers in communication and highlighted the benefits of listening, particularly active listening and empathetic listening. He then introduced the techniques of public speaking, building on the essential components of effective communication.

"However, the communication climate of an organisation is more crucial than communication skills", he pointed out, quoting Redding, a well-known writer on organisational communication. "Cultivating organisational communication relies on the management's support and openness. Taking the Force as an example, the Force values, living-the-values workshops, steering committee on internal communication, various direct communication channels with senior management and training in communication have all contributed to organisational communication," he said.

Lastly, he spoke of the Force's communication channels with members of the public, such as information seminars on crime prevention, road safety and school liaison, Force web-site and relevant publications.

Force Training Officer Louis Chung Koon-ying speaks of the essence of effective communication