Image promoter sees opportunities

By Lei Lei (China Daily )
Updated: 2006-11-24 09:46Frances Sun, project leader for communications programmes related to Beijing 2008 at Hill & Knowlton (H&K), the communication consultancy of the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG), shared her ideas about Olympic communication in an interview with China Daily reporter Lei Lei. Following are excerpts:

How was Hill & Knowlton selected as the communication consultancy of the Beijing Olympics? What kind of services will Hill & Knowlton offer BOCOG?

BOCOG selected H&K as its communications partner based on several factors, including the company's global resources and an account team whose experience complemented that of BOCOG's staff.

H&K will help BOCOG implement the communications plans for the 2008 Olympic Games in Beijing by providing support for major events, communications outreach to the international media and assistance in communicating Beijing's Olympic vision.

Being selected is a big honour. What is the significance of this appointment?

It is indeed a big honour. I should clarify that it's also not uncommon for an organizing or bid committee to appoint a PR agency. Hill & Knowlton helped Athens and London win the right to host the Olympic Games in 2004 and 2012, respectively. The Olympic Games brings the entire world together for less than three weeks and communicating every element of the host city, the host country and the host nation is not a small task.

Beyond the Olympic Games are the opportunities the event brings to companies and the people. I believe that with this honour, peoples around the world will also have a better understanding and appreciation of China.

What's your understanding of Olympic communication?

Olympic communication is more than delivering messages related to the event. Olympic communication encompasses other functions and stakeholders involved in the Olympic Movement including the international sports federations, the national Olympic committees, sponsors and the athletes. Advertising and communications programmes are developed in line with the core Olympic values: harmony between body and mind, excellence within oneself, integrity in action, respect for one another, and joy in effort.

There have been some years when an Olympic Games was criticized for being too commercialized. That's a misconception because sponsorship of any Olympiad benefits the city, the sports and the athletes.