Regina Ip may have successfully cast herself
as a credible challenger to Anson Chan, but in the world of public
relations she doesn't cut it like the former chief secretary can,
experts say.
In a bid to shed her austere image as the Article 23-toting
"Iron Lady", the former security chief has traded her power
suits, blood-red lipstick and "broomhead" hairstyle for
pastel tank tops, sexy sandals, soft-layered hair and an occasional
string of pearls.
Image consultants believe Mrs Ip may be taking lessons from her
rival, who remains, according to political analysts, "100 times
more popular with the public".
"What colours you choose matters. Think about why Donald
Trump wears dark suits but pastel ties. It shows he is powerful but
still friendly. Richard Branson chooses beige and khaki to say he is
one of the people," said Eve Roth Lindsay of
Hong Kong
makeup and style
consultancy Savvy Style and Colour Me Beautiful HK. "Women always make the mistake of thinking they have to dress like
a man to be respected. But if
Regina
needs to catch up to Anson she has to do more. She doesn't have to
choose muted colours like beige and khaki. Men like women to look like
women - wear pink."
She added that Mrs Ip should study how Mrs Chan has managed to
look tough and approachable at the same time. "Anson Chan has a
very feminine look about her that makes her seem very approachable. She
chooses soft colours but tailored suits to show control," said Ms Lindsay.
Knowing when to tone it down - like wearing a polo shirt, slacks and
runners on the July 1 march - also helps.
"When Anson speaks it always sounds like she is making a
suggestion. If you close your eyes it sounds like she is smiling.
Regina
sounds like she is ordering you to do something."
Image consultant Tina Liu Tin-lan said that Mrs Chan's
consistent style implied that she was someone who paid attention to
detail and knew what she wanted. On the other hand Mrs Ip, who goes
from sexy low-cut tops to tailored jackets, confused the public as to
how she wanted to be seen. "From the variety of looks, one can say
[Mrs Ip] does invest attention, time and money into her wardrobe but
unfortunately the effort does not produce a coherent flow or positive
impact. Her forte does not lie in colour and style co-ordination and
she seems to lack attention to fitting," said Ms Liu, who has
worked with big names such as Jackie Chan and Gong Li.
Gaining public trust, however, is a complicated issue that
wearing a different lipstick alone cannot fix. In most cases the person
with the better product wins, but when both parties are touting the
same line - in this case democracy - communication techniques and
personality go a long way.
According to Suzanne Watkinson of Connect Communications - their
experts worked with
US
president Ronald Reagan - people who get their personality across
easily seem much more trustworthy.
"Anson Chan gets her personality across and seems
trustworthy so the public wants to listen to her. But Mrs Ip focuses on
the message and seems quite authoritative. You can get your message out
to the audience easier if they like you.
"
Regina
needs to learn to smile from the inside when she speaks. She is still
playing the bad cop. She has to exude warmth and make the people she is
speaking to feel important. She needs to come up with friendly and
interesting sound bites."
Trustworthiness is a combination of credibility, consistency,
emotional connection and how interested the speaker seems in what the audience
has to say.
Ms Watkinson explained that people always watch how someone
reacts to and answers tough questions, so Mrs Ip should anticipate
questions and practise answers ahead of time.
In addition, to help herself relax, she should compare how she
behaves on home videos to how she appears on television during the
evening news. "Show concern and acknowledge that it is a tough
situation. Then take action by offering to see what you can do to help.
Finally bring in perspective by saying you had never come across that
opinion or accusation before," Ms Watkinson said.
Mrs Chan used this technique when a protester accused her, on
the day of the July 1 march, of trying to destroy
Hong
Kong
and the chief executive purely
out of jealousy.
Mrs Chan responded by telling the protester she was concerned
about her opinion, offered to explain and finally expressed surprise
and regret for being unable to settle the misunderstanding.
"Anson is always very collected.
Regina
is very reactive. If she was better prepared she would not have to put
her foot in her mouth," Ms Watkinson said.
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