- Joined
- Jan 23, 2010
- Messages
- 1,746
- Points
- 0
http://www.straitstimes.com/STI/STIMEDIA/image/20100325/front-sucomms26.bt.jpg
___________Acting Minister for Information, Communications and the Arts Lui Tuck Yew on Thursday challenged some age-old practices as he set out his vision of what the task of communicating will be like for government agencies in the years ahead. -- BT PHOTO: ARTHUR LEE CH[/size]
GOVERNMENT communications in the future may not always be in the form of a press statement and may not even need to be cleared by senior management.
Acting Minister for Information, Communications and the Arts Lui Tuck Yew on Thursday challenged some age-old practices as he set out his vision of what the task of communicating will be like for government agencies in the years ahead.
Speaking to some 260 information and public relations officers from government agencies at a seminar, he said the current system needs to be reviewed: 'I think the Government had always operated on a very centralised model within the different ministries, within the agencies and statutory boards - clear everything through to the top and it goes down and gets disseminated through the right channels.
'Going forward, we have to consider whether this is still appropriate or whether we need to be more judicious in finding an equilibrium between centralisation and decentralisation...'
A wider approach was needed to get the message out on the different channels that the new media wave has thrown up, Rear-Admiral (NS) Lui said.
He was quick to add that the key to making a decentralised system work was finding the right people and helping them develop the right skills and instincts. 'So you need people who are able to respond, stay true to what you want to communicate and yet do so in a way that does not seem as if you are only blasting a certain message across...' he said.
___________Acting Minister for Information, Communications and the Arts Lui Tuck Yew on Thursday challenged some age-old practices as he set out his vision of what the task of communicating will be like for government agencies in the years ahead. -- BT PHOTO: ARTHUR LEE CH[/size]
GOVERNMENT communications in the future may not always be in the form of a press statement and may not even need to be cleared by senior management.
Acting Minister for Information, Communications and the Arts Lui Tuck Yew on Thursday challenged some age-old practices as he set out his vision of what the task of communicating will be like for government agencies in the years ahead.
Speaking to some 260 information and public relations officers from government agencies at a seminar, he said the current system needs to be reviewed: 'I think the Government had always operated on a very centralised model within the different ministries, within the agencies and statutory boards - clear everything through to the top and it goes down and gets disseminated through the right channels.
'Going forward, we have to consider whether this is still appropriate or whether we need to be more judicious in finding an equilibrium between centralisation and decentralisation...'
A wider approach was needed to get the message out on the different channels that the new media wave has thrown up, Rear-Admiral (NS) Lui said.
He was quick to add that the key to making a decentralised system work was finding the right people and helping them develop the right skills and instincts. 'So you need people who are able to respond, stay true to what you want to communicate and yet do so in a way that does not seem as if you are only blasting a certain message across...' he said.
