Governance Report 管治報告 香港教育大學 2024-2025 年報 73 Principal Risk Themes: (2) Reputation 主要風險類別： (2)聲譽 Risk Statements 風險陳述 The strategic positioning of EdUHK is clear: the continuous effort in making EdUHK’s learning and teaching achievements and future visions seen is vital to enhance EdUHK’s reputation. The absence of which may impact EdUHK’s competitiveness and ability in attracting prospective staff and students. 教大的策略定位明確，並繼續努力展示其學與教成就與 未來願景，這對提升大學的聲譽至關重要，缺乏這些可 能會影響教大的競爭力及吸引潛在員工和學生的能力。 Mitigation Plans 減緩風險計劃 • Expand the scope of publicity efforts to enhance communications that highlight EdUHK’s teaching excellence and research achievements, guided by the University’s strategic direction of “Education Futures” • Strengthen public relations efforts through media engagement, diversified media forms, including press releases, feature stories, videos and new media posts, showcasing our distinguished faculty and outstanding student achievements • In view of young people’s main concerns and use of new media, particularly enhance online presence via diverse communication, digital and social media platforms • Conduct daily public opinion monitoring to promptly identify potential crisis risks, with particular attention to social media platforms, to gauge the sentiments of the University’s key stakeholders and the general public in a timely manner, to resolve and ease concerns • Establish partnerships and collaboration with industry and other academic institutions to elevate EdUHK’s profile and create greater visibility • Develop projects and co-organise events with institutes and organisers locally, nationally and internationally, to actively demonstrate EdUHK’s strengths and future initiatives to industry and the public • 擴大宣傳規模以加強溝通，突顯教大在卓越教學及研 究成果方面的優勢，並以「教育未來」的策略方向為 指引 • 加強公共關係工作，透過媒體互動及多元媒體形式， 包括新聞稿、專題報道、影片與新媒體貼文，展現大 學的卓越師資與學生成就 • 鑑於年輕人對新媒體的關注與應用，大學特別透過多 元化傳播渠道及善用數碼與社交媒體平台，提升線上 影響力 • 每日監察輿情，及時辨識潛在危機風險，密切關注社 交媒體平台，掌握大學主要持份者及公眾意見，並妥 善處理及解決相關問題 • 與業界及其他學術機構建立夥伴及協作關係，提升教 大的形象及擴大知名度 • 與本地、國內及國際機構和組織開展項目及合辦活 動，積極向業界及公眾展示教大的優勢與未來計劃 Risk Treatments 風險管理 • Maintain close communications with relevant units (i.e., custodians) on any potential risks that may trigger media coverage or impact the University’s rankings • Support custodians to provide regular updates through various channels to pre-empt misinformation and shape a positive narrative around the University’s improvements, where applicable • Develop contingency plans and respond swiftly to negative publicity with facts and corrective measures, demonstrating dedication to continual improvement and transparency and minimising potential damage to the University’s reputation • Monitor public sentiment and social media trends closely, implementing a crisis management framework with clear emergency protocols and response procedures • Utilise the 10th anniversary of university-title attainment as a strategic opportunity for EdUHK to strengthen engagement with both internal and external stakeholders • Leverage reputable performance indicators announced by QS, THE and U.S. News & World Report, to bolster the University’s reputation and communicate its achievements to key audiences • 與相關部門（例如監管人）保持緊密溝通，應對任何可 能引起傳媒報道或影響大學排名的潛在風險 • 支援相關監管部門，透過不同渠道定期發放最新消 息，以避免資訊錯誤，並在適當的情況下積極宣揚大 學的成就 • 制定應變計劃，針對負面宣傳時迅速以事實澄清並採 取補救措施，展現持續改善及提升透明度的決心，從 而將對大學聲譽的潛在傷害降至最低 • 密切監察公眾輿論和社交媒體趨勢，落實危機管理框 架，制定清晰的應急機制與應變程序 • 善用大學正名十周年的里程碑為策略契機，加強教大 與內部及外部持份者的互動 • 利用QS、THE及《美國新聞與世界報道》公佈的權威指 標，向主要受眾展示大學的成就，提升大學聲譽
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