GOVERNMENT’S PUBLICITY

Press, Volume LXXXV, Issue 25934, 14 October 1949, Page 9

GOVERNMENT’S PUBLICITY

NEED FOR FRANKNESS AND ACCURACY REPORT BY INSTITUTE OF PUBLIC ADMINISTRATION “The Press" Special Service WELLINGTON, October 13. The functions of public relations officers in the Government services are discussed in a report of a study group of the Wellington branch of the New Zealand Institute of Public Administration. The report said information should be given freely and frankly as well as accurately. Dealing with newspapers, the report said that the press service was a means of giving information, not withholding it. More information should be included in the annual reports of Government departments. The report also commented on the policy of the information section of the Prime Minister’s Department. Holding it as an axiom of democratic government that citizens must have access to information about Government, the report said that in a free society authority could not be properly enforced unless its purpose had been properly explained. Interpretation of Government measures placed a heavy responsibility on those who were to interpret. A natural tendency for an organisation was to make its explanations favourable to itself, but inaccurate or over-biased interpretations would be ineffectual, in that their effects would be short lived. Many so-called publicity services had been found out.

Not an Asset, but a Liability A service that in the name of public relations gave its blessings not to what was right, but to what was merely expedient or even specious, would not be an asset but a liability. In a democratic state an organisation that provided no access to information could for a time cloak inefficiency. One that provided partial or false information cculd for a time divert attention from inefficiency. But the cupboard space for skeletons was less when information was given freely and frankly.

“The main executive function in public relations is the conduct of press relations.’ the report commented. “Successful nress relations is a highly specialised skill calling for news sense, accuracy, honesty, and an understanding of the press and people. It is a means of keeping the press in contact with the policy-makers and managerial or technical heads, not a means of preventing or warding off that contact. A good public relations man will know intuitively when that contact is necessary or when it is not. The essence of good press relations rests in accuracy and speed. What is news to-day is not to-morrow.”

Describing the work of the information section, the report said it had a general responsibility for providing the machinery for the central issue of Government news where necessary, and administrative arrangements had been made for all important information releases to be examined by the section before their issue. In the opinion of the group any proposal for the centralisation of the public relations services of a group of departments should be critically examined, because their main advisory functions and their major executive one (press relations) should be carried out within the organisation.

“Political Controversy” “A particular difference in the present New Zealand central information system from those in other parts of the British Commonwealth lies in the location of the central information section within the Prime Minister’s own department and its physical location right alongside the Prime Minister.” the report said. “Such an arrangement will probably, as has been the case, raise political controversy. The central information office is accused of ‘being salesmen with a major objective of keeping the Government in power and the Opposition out,’ of being used by the Government to supply immediate answers on matters raised in debate in the House, ‘and of propaganda which involves the spending of public money for political purposes.’ These criticisms are answered by statements that the ‘Government was defending and making known its policy. Governments all over the world do that.’ that the ‘information section is responsible for the distribution of facts—no other than facts—about the Government.’ that these facts ‘would be made available to Opposition members if those members would undertake to use them usefully and intelligently.’ and that ‘the information section was serving a public and not a party political purpose.’ ” The statement that the government of the day was fully justified in making its policy known could hardly be criticised, said the report. In a modern two-party slate the party in power had a dual role. It had. first, to provide a government and. second, it sought to ensure its re-election. Only activities of the second order could properly be classed as party political. As long as Government information services stuck to explaining Government policy there could be no criticism of their activities. “The group appreciates that the boundary line between the two roles of the party in power will sometimes be difficult to draw.” said the report. “It is, however, essential in the inter- , ests of democracy that an attempt be | made to define the boundary line and l that it be adhered to strictly.”