The Information and Public Relations Section (IPRS) acts as the department's media consultant and helps project the department's positive image by promoting the LCSD's various activities and facilities, handling media enquiries and responding to complaints.

The full range of promotional tools — from press conferences, briefings and visits to advertising, posters and publications — were used effectively during the year to publicise the department's activities. In all, 123 press conferences and briefings, and 121 press visits were arranged; 2,485 press releases were issued, 86 posters produced, 44 television advertisements made and 59 exhibitions organised.

	Standing room only at a media event with the assistance of the IPRS staff.

Well coordinated publicity, advertising and marketing campaigns have been organised by the IPRS to promote a host of fascinating leisure and cultural events, including the spectacular annual Hong Kong Flower Show, the successful visit to Hong Kong of the Athens Olympics gold medallists of the Mainland National Team, the highly popular summer fun festival, the International Arts Carnival, the thematic arts festival in autumn, the New Vision Arts Festival, the splendid Cantonese Opera Day 2004, Bravo! A Cantonese Opera Fiesta ... to name a few. Our promotional efforts have helped enhance public's appreciation of an enriched life by enjoying leisure and cultural services for all.

Regular publications reporting on the progress of LCSD programmes were also produced to increase the transparency of the department's operations. These included weekly highlights of major activities for the e-Magazine; a bi-monthly staff bulletin; a half-yearly magazine to publicise the activities organised by Community Sports Clubs; and the Annual Report, which outlined the department's functions and achievements.

	The bi-monthly staff bulletin is an effective channel for improving communication between staff.

The LCSD's informative and easy-to-use website is designed to simplify practical searches for information. Acting as a website co-ordinator, the IPRS gave advice on presentational and design aspects of the web pages. Details of the department's publications, services and facilities, plus information on leisure and cultural programmes, as well as application forms and tender notices, are all posted on the Internet.

In the event of emergencies, such as typhoons or rainstorms, information officers are deployed to staff the Emergency Information Centre (EIC) to provide regular situation reports informing the public on the status of LCSD programme activities. When typhoon Kompasu hit Hong Kong in July, the section activated the EIC to deal with media enquiries and issue announcements of public interest.