|
| Raise the
bar with humour |
| |
The Immigration & Checkpoints
Authority (ICA) is probably one of the last agencies that
one would associate with humour. Especially in their public
communications.
Yet this is precisely what the corporate communications
team at ICA has been using to enhance the “readability”
of their press releases and dispel the stereotype of public
officers as staid and boring.
Examples of teaser headings include “I know what
you did last December”, “Booty in boots”,
“Another smuggler smoked out by ICA”, “Socking
news — ICA exposes foul feat” and “ICA
foils pregnant woman’s attempt to deliver (contraband
cigarettes, that is).”
ICA’s refreshing approach has created a stir not
just among media professionals but also among members
of the public.
Famed blogger mr brown dedicated an entry in September
2005 to ICA entitled “Who says government agencies
have no sense of humour?” Even The Sunday Times
expressed its enthusiasm for ICA’s innovative approach
in “Very Cleverly Done” published on 19 October
2003.
What sparked the idea of adopting a humorous approach
for its press releases?
The ICA team realised that for its news releases to stand
out from among the 300-odd news releases received by the
newsroom every day, it had to make them interesting to
catch the media professionals’ attention.
Commending this move, TODAY reporter Ansley Ng
said: “The witty press statements are a welcome
change from the dreary corporate-type releases we read
every day. ICA sends serious messages about law and order
in a candid and eye-catching way.”
Added Straits Times Correspondent Tanya Fong:
“Press releases are normally dry and boring, and
sometimes attempts to make them interesting end up being
corny. However, the press releases sent by ICA have always
caught our eye.
“The effort put into this new approach works, because
ICA’s news releases also catch the eyes of our admin
staff, who are inundated daily with hundreds of press
releases.”
A member of the public, Mr Kuang Jingkai, was equally
enthusiastic. In a letter published in TODAY
(see photograph), he stated: “The use of humour
is very effective in prompting the curious reader to read
on and does not compromise the ultimate goal of the news
release.”
As a fact, some of the headlines were suggested by the
Commissioner of ICA! So with the management’s support
and blessing, the team continues to enjoy brewing a storm
within their minds, much to the delight of many!
 |
| This article was
published in TODAY on 18 October
2004. |
|
|
| |
| |
By
PS21 Office
Next: No
peas in this pod |
