22 We strive to boost the University’s global visibility and reputation as a leading international institution and hub of excellence through worldwide outreach campaigns and active participation in thought leadership initiatives. 我們致力透過全球推廣活動及積極參與 具前瞻性的倡議，進一步提升港大作為 世界一級學府的知名度和聲譽。 Alumni Relations 校友關係 Communications and Branding 傳訊與品牌 We aim to leverage alumni as advocates 我們積極凝聚校友以弘揚港大的願景與 We will: 我們將： 領 行 ‧ Leadership for Impact Vision for 2026—2035 for promoting the University’s vision and 使命，加強大學與本地及國際的聯繫。 迪 啟 mission, enhance local and international • Strengthen engagement with targeted stakeholders to • 與目標持份者緊密聯繫，讓他們更清晰掌握大學各項 世 networks, align fundraising eforts with 大學會按策略目標，展開特定議題及各 enhance awareness of the major developments and 重要成就及發展 界 strategic goals, and create targeted 類型籌募活動，以支持主要項目的發展。 achievements of the University 展 望 campaigns and diversify fundraising • Collaborate with Faculties and units to devise a holistic • 積極與各學院及學術單位共同制定全面的傳訊策略， 十 年 markets to support key initiatives and proactive communication strategy that amplifies and programmes. the visibility and influence of the University’s research and teaching initiatives 彰顯大學教研成果的影響力 2026—2035 We will: • Foster a culture of giving among alumni through mass giving campaigns • Explore opportunities for private sector involvement in capital projects • Organise the HKU Heritage Engagement and Fundraising Campaign to garner support for the rejuvenation of the University’s architectural heritage • Enhance outreaching work to fundraising markets outside Hong Kong • Identify and cultivate new philanthropic opportunities to support key university initiatives in research and talent retention 我們將： • Develop an integrated content strategy that • 制定綜合宣傳策略，透過各種不同渠道，如網上平 incorporates a strong brand identity and coordinated 台、影片、刊物、傳媒報導、播客等，向世界展示港 • 透過大型籌募活動，建立校友捐款支持大學發展的 storytelling across diferent channels, such as online platforms, videos, publications, media stories, 大鮮明的品牌形象 文化 podcasts, and more • 開拓與私營企業合作的機會，讓企業參與大學的特定 重大項目 • 通過港大傳承保育基金籌款活動，爭取各界支持校園 古蹟建築的保育及活化工程 • 加強拓展在本港以外的籌款活動 • 尋找並開創新的籌募方式，以支持大學的重大研究工 作，並吸引人才留任 23
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