Overseas publicity 'needs review'

Press, 16 April 1980, Page 13

Overseas publicity ' needs review '

NZPA Hong Kong A need for an intensive review of New Zealand’s overseas publicity effort is becoming apparent in Asia against the background of established Government economic policy. Complaints frequently expressed about the present effort embrace a failure of New Zealand’s publicity organisations to convey effectively within the region an image consistent with the Government’s intentions to boost the tourist industry, export sales, and foreign capital involvement in national economic development. Charges levelled at the existing administrative structure include a lack of co - ordination between Government departments, inadequate direction, and pursuit of a piecemeal approach to overseas public relations incapable of providing needed support to diplomatic and trade initiatives. A fresh example of unco-ordinated promotional effort involves approaches now being made by the Tourist Department’s representative in Japan for public relations help in Hong Kong. . ... Executives involved in public relations work say

the cash being offered for promotional work on New Zealand’s behalf, is so small as to be "embarrassing.” But the approach is being made at a time when according to officials from Wellington attention must be paid to forming an integrated tourist, export, and financial development promotional package to be pursued in the colony. It is evident that while Wellington is considering its attitude toward such a move, the Tourist Department is pursuing its own objective through its Tokyo representative with what local public relations experts, unconnected with the move, believe are inadequate funds to make any significant market impact. Promotions made during the last three years by this department in Singapore, Malaysia, and Hong Kong have drawn harsh local criticisms for their lack of impact and presentational bumbling. Some surveys done under departmental direction to determine New Zealand’s potential for attracting tourists from South-east Asia have been rated by travel industry executives as no more authoritative than "third form” essays. “You wouldn’t believe it,” said one industry executive last week. "Some of the stuff they have come up with is no better than a schoolboy’s recitation of facts.” Traders generally praise the work of a specialist display unit within the Trade and Industry Department. This unit was responsible for an effective building industry promotion in Singapore last month. In mounting exhibitions at trade fairs around the world at which New Zealand products are displayed- it has earned more bouquets than brickbats. It is supported by a publicity unit within the department which seeks. to supplement its work with the unit overseas but for the most part back-up publicity work is done by trade commissioners and diplomats. The Ministry of Foreign Affairs also has a publicity unit. Its task appears to . be to furnish missions abroad with information they may be able to use in promoting New Zealand. Most missions have a staff member designated as

an information officer. These officials seek to work with local media representatives and to promote whenever possible publicity for New Zealand. But the information officer is usually handling this task in addition to specialised diplomatic assignments connected with his or her responsibilities as a career diplomat. In the case of the information officer at the New Zealand Embassy in Bangkok he also has special responsibilities for New Zealand’s dealings with the Economic and Social Commission for Asia and the Pacific. At the New Zealand High Commission in Kuala Lumpur the information officer is required to handle Indo-Chinese refugee matters and take responsibility for dealings with Malaysian students wishing to attend schools and universities in New Zealand. Provision for a specialist career public relations person at a mission abroad is made only at the New Zealand High Commission in London and at the New Zealand Consulate in Sydney. The divided responsibilities of career diplomats and trade officials at the various diplomatic posts make it extremely difficult for New Zealand to sustain an overseas promotional effort geared to the development requirements now being established by the Government. The Commission established under the Wellington businessman, Sir Clifford Plimmer, in the mid70s to examine the workings of New Zealand’s overseas effort effectively split foreign promotion between the Foreign Ministry, Trade and Industry Department, and the Tourist Department. Public relations experts in Asia say it is doubtful that under the existing system New Zealand can establish the image it wants in the region as a highly attractive country for foreign investment and a most desirable tourist destination. They say that to achieve the wanted image it will have to revamp its overseas publicity. It could be done, they suggest, either by the hiring of an international promotions company or by tlie establishment of a well-funded and directed Government staff of specialists working through colleagues attached to missions overseas.